Putting the guide in brand guidelines

After investing in a new logo, visual identity, or rebranding, many times companies skip the important work of outlining the brand guidelines, which help guide the brand’s implementation long term. Brand guidelines can be very simple one or two page documents; or they can be complex microsites which showcase the brands assets and tell the brand story. The key elements are:

• Overview: A brief intro to the guidelines and brand
• Logo Usage: A presentation of the logo variations including when, how and why they should be used
• Color Palette: A presentation of the primary and supporting brand colors
• Typography: An outline of the approved primary, secondary, and/or web typefaces that should be used in all marketing

From here, your brand guidelines can be expanded to contain things like:

• Brand Story or Proposition:  Narrative telling audience what the brand will provide or do for them
• Collateral or Stationery: Showcase of the brand application on business cards, letterhead, envelopes, etc.
• Photography: Showcase of approved photos to be used as direction when selecting new photography
• Examples: Showcase of the brand in use through things like signage, vehicles, promotional items, etc.
• Language: Direction for future content development and what language to use and not use

For a small organization, it might be easy to operate with out clearly defined brand guidelines. Although as your business or organization grows they become a vital reference point for carrying out future branding and marketing work. They can also make on-boarding of new staff easier as they get acclimated to your brand.