Brand Guide
A reference for quick use, ideal for internal teams or small businesses with basic branding needs.
1. Introduction
1.1 Brand Overview:
This section provides a snapshot of the brand’s identity and foundation.
1.1.2 Purpose
Introduce the brand’s core identity to stakeholders.
1.1.3 History
A brief story of the brand’s origins (e.g., “Founded in 2010 by a group of innovators passionate about sustainability”).
1.1.4 Mission
The brand’s primary objective (e.g., “To empower communities through accessible solutions”).
1.1.5 Vision
The brand’s long-term aspiration (e.g., “To lead globally in sustainable innovation”).
1.1.6 Guidance
Keep it concise, focusing on what makes the brand unique and its foundational goals.
1.2 Brand Purpose:
Core reason for existence beyond profit (e.g., inspiring positive change).
1.2.1 Brand Purpose
This outlines the deeper reason for the brand’s existence beyond profit.
1.2.2 Purpose
Clarify the brand’s “why” to inspire employees and customers.
1.2.3 Content
A statement reflecting the brand’s societal or emotional impact (e.g., “We exist to foster connection and creativity in every interaction”).
1.2.4 Guidance
Ensure the purpose is meaningful, aligns with the brand’s actions, and resonates emotionally with the audience.
1.3 Brand Values
This lists the core principles that guide the brand’s decisions and behavior.
1.3.1 Purpose
Define the moral compass for all brand activities.
1.3.2 Content
A short list of values (e.g., “Integrity, Innovation, Community”). Optional: Brief descriptions (e.g., “Integrity: We uphold honesty in all actions”).
1.3.3 Guidance
Limit to 3-5 values that are actionable and reflect the brand’s ethos.
2. Brand Strategy
2.1 Target Audience
This identifies the key groups the brand aims to reach.
2.1.1 Purpose
Ensure marketing and communication efforts are audience-focused.
2.1.2 Content
2.1.2.1 Primary Audience:
General traits (e.g., “Ages 25-40, urban professionals, value-driven”).
2.1.2.2 Secondary Audience
Additional groups (e.g., “Industry influencers, potential partners”).
2.1.3 Guidance
Focus on broad demographics or interests; avoid overly specific details unless critical.
2.2 Brand Promise
This defines the core commitment the brand makes to its customers.
2.2.1 Purpose
Set expectations for what customers will experience.
2.2.2 Content
A concise statement (e.g., “We deliver reliable quality with every product”).
2.2.3 Guidance
Ensure the promise is memorable, relevant, and consistently deliverable.
3. Visual Identity
3.1 Logo Usage
This provides basic rules for using the brand’s logo.
3.1.1 Purpose
Maintain consistency and protect the logo’s integrity.
3.1.2 Content
3.1.2.1 Guidelines
Clear space (e.g., “Maintain a margin of X around the logo”), primary color usage (e.g., “Use the logo in the brand’s main color”).
3.1.2.2 Restrictions
Basic don’ts (e.g., “Do not stretch or alter the logo”).
3.1.3 Guidance
Include only essential rules for quick reference; avoid complex specifications.
3.2 Color Palette
This defines the brand’s primary colors for visual consistency.
3.2.1 Purpose
Ensure a unified look across all materials.
3.2.2 Content
3.2.2.1 Primary Colors
Main colors with codes (e.g., “Brand Blue: HEX #1E90FF”).
3.2.2.2 Accent colors
(e.g., “Accent Gray: HEX D#D3D3D3”).
3.2.2.3 Neutrals
(e.g., “Tinted Grays Palette).
3.2.3 Guidance
Provide HEX codes for digital use; keep the palette simple (2-3 colors).
3.3 Typography
This outlines the fonts used for brand communications.
3.3.1 Purpose
Ensure readability and visual coherence.
3.3.2 Content
3.3.2.1 Headline Font
For titles (e.g., “Elegant Serif Font”).
3.3.2.2 Body Font
For text (e.g., “Clean Sans-Serif Font”).
3.3.3 Guidance
Specify font families; H1, H2, H3, H4, H5, H6, captions detailed hierarchy or sizes.
3.4 Imagery
This describes the style of visuals that represent the brand.
3.4.1 Purpose
Guide the mood and tone of photography or graphics.
3.4.2 Content
3.4.2.1 Style
General vibe (e.g., “Professional, warm, natural lighting”).
3.4.2.2 Subjects
Preferred focus (e.g., “People in real-world settings, product close-ups”).
3.4.3 Guidance
Focus on mood and themes; avoid overly technical rules.
4. Brand Application
4.1 Stationery
This provides basic guidance for branded stationery.
4.1.1 Purpose
Ensure consistency in professional materials.
4.1.2 Content
4.1.2.1 Business Card
Layout tips (e.g., “Logo top-left, contact info below”).
4.1.2.2 Letterhead
Placement (e.g., “Logo centered at the top”).
4.1.3 Guidance
Keep layouts simple; focus on logo and color usage.
4.2 Social Media
This outlines the brand’s visual style on social platforms.
4.2.1 Purpose
Maintain a cohesive online presence.
4.2.2 Content
4.2.2.1 Avatar
Style (e.g., “Logo on a solid background”).
4.2.22 Posts
4.2.3 Guidance
Provide general rules applicable to most platforms.
5. Brand Usage
5.1 Basic Guidelines
This offers simple rules for applying the brand’s tone and style.
5.1.1 Purpose
Ensure consistency in communication.
5.1.2 Content
5.1.2.1 Tone
General voice (e.g., “Approachable and professional”).
5.1.2.2 Rules
Do’s and Don’ts (e.g., “Do use clear language; don’t clutter designs”).
5.1.3 Guidance
Focus on high-level principles; keep it actionable and brief.