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Brand guidelines template
Put your logo rules, colours, fonts and tone of voice in one simple document. Anyone who designs, writes or posts for you will know exactly what to do.
This template is for small businesses, freelancers and anyone who works with designers, printers or a social media helper. Clear guidelines keep your brand looking and sounding the same everywhere, from your website to your van.
Each box is pre-filled with an example for a fictional garden design studio. Replace the examples with your own details, including your exact colour codes and font names, then download, copy or print the guidelines and share them with everyone who creates for you.
Brand story
Explain where the business came from and why it exists, in a few short lines. This gives everyone who works on the brand the same starting point.
Mission and values
Write a short mission and three to five values. Each value should change how you behave, not just sound nice.
Logo use
Set clear rules for using your logo so it always looks sharp and recognisable. Cover clear space, minimum size and what to do and avoid.
Colours
List each brand colour with its name, HEX code and when to use it. Note which colour pairs are allowed for text.
Typography
Name your fonts, where each one is used and the sizes to start from. Include safe fallbacks for when your main fonts are not available.
Imagery
Describe the style of photos, illustrations and icons that fit the brand. Add clear notes on what to avoid.
Voice and tone
Explain how the brand sounds in writing and how the tone shifts in different situations. Give clear examples of words to use and avoid.
Examples
Show the guidelines in use so people can copy what good looks like. Include a mix of social, web and print examples.
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Tips.
What makes the difference when you put it to work.
- Check that every text and background pair meets WCAG 2.2 AA contrast, which means a ratio of at least 4.5:1 for normal body text. A free online contrast checker makes this quick.
- Give each colour as a HEX code for screens, and ask your designer or printer for matching CMYK or Pantone values for print.
- Keep your logo files in one shared folder, with versions for light and dark backgrounds in both PNG and SVG.
- Show real examples of good and bad use. A side-by-side example is often clearer than a paragraph of rules.
- If you need a logo or brand assets before you start, Infinity designs logos and graphics for small businesses.
Questions, answered.
What should brand guidelines include?
Most brand guidelines cover the brand story, mission and values, logo rules, colours, typography, imagery and tone of voice, with examples of each in use. Small businesses can keep it to a few pages and add more as the brand grows.
Do small businesses need brand guidelines?
Even a short version helps. As soon as someone else designs, writes or posts for you, guidelines keep your brand consistent and save time explaining what you want. They also make it easier to brief printers, web designers and freelancers.
What colour codes should brand guidelines include?
Include HEX codes for websites and digital design, RGB values for other screen work and CMYK values for print. If your printer matches spot colours, add Pantone references too. Your designer or printer can help you convert colours accurately.
What is clear space around a logo?
Clear space is the empty area around your logo that no other text, image or edge should enter. It stops the logo looking cramped and keeps it easy to recognise. It is often measured using part of the logo itself, such as the height of a letter or symbol.
What is the difference between brand guidelines and a style guide?
The two terms are often used to mean the same thing. When they are separate, brand guidelines usually cover the full identity, including logo, colours and voice, while a style guide may focus on writing rules such as spelling, grammar and formatting.
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