Style Guide

A style guide ensures brand consistency across all channels and teams.

Updated: April 02, 2025

What Is a Style Guide?

A style guide is the guidelines for a brand visual identity and tone of voice. It is encompasses all the elements to follow to keep the brand consistent across channels and across teams. It includes design elements (e.g., logos, colors, typography) and written content (e.g., tone, voice, editorial conventions). 

Why is a style guide important to build a strong brand?

  • Consistency Breeds Recognition: A uniform look and feel helps audiences quickly identify and trust your brand.
  • Faster Collaboration: When everyone references the same document, you reduce confusion and time spent on revisions.
  • Professionalism and Credibility: A polished, consistent presence enhances how consumers, clients, and stakeholders perceive you.
  • Scalability: As your brand grows, a style guide helps maintain cohesion across new platforms or product lines.

A brand's style guide will most often include the following: 

  • Logo Usage: Specifications on sizing, placement, and acceptable color variations.
  • Color Palette: Defined primary, secondary, and accent colors, along with HEX, RGB, or CMYK codes.
  • Typography: Fonts, font sizes, and formatting for headings, subheadings, and body text.
  • Imagery and Iconography: Approved photo styles, icon sets, and general do’s and don’ts.
  • Tone and Voice: Guidance on the “personality” of your brand’s communication.
  • Editorial Style: Grammar rules, punctuation preferences, and formatting standards for written content. 

What Is a Brand Style Guide?

A brand style guide digs deeper into your brand’s identity, focusing on the principles and personality that distinguish you from competitors. It usually covers:

  • Brand Mission and Values: Explaining the core beliefs that inform your brand’s visual and verbal identity.
  • Brand Personality and Voice: Outlining how your brand speaks and the emotional tenor of your messaging.
  • Audience Personas: Identifying your target demographics and any variations in tone or style for different segments.
  • Brand Story: Providing context for why the brand exists and the narrative behind its evolution.

How to Create a Style Guide

  1. Audit Existing Brand Assets
    • Collect logos, icons, and marketing materials.
    • Identify inconsistencies in color, font usage, and messaging.
  2. Define Core Elements
    • Brand Mission and Values: Clarify your brand’s purpose.
    • Visual Identity: Select color palettes, typography, and imagery that align with your brand’s personality.
    • Voice and Tone: Determine how your brand “sounds” in various communications.
  3. Establish Clear Usage Guidelines
    • Provide exact color codes and specify logo do’s/don’ts.
    • Document preferred grammar and formatting styles.
  4. Create Examples and Templates
    • Include mock-up designs (e.g., social media posts, packaging) for real-world applications.
    • Offer recommended layouts for common channels or touchpoints.
  5. Document Editorial Standards
    • Set rules for punctuation, capitalization, and brand-specific terminology.
    • Reference an official style manual (e.g., AP Style, Chicago Manual) for consistency.
  6. Host and Update Regularly
    • Store your style guide in a centralized online portal or drive.
    • Adjust guidelines as your brand identity evolves or products expand.
  7. Onboard and Train Your Team
    • Provide easy access for new hires and external partners.
    • Host workshops to explain the reasoning behind each guideline.

Brand Style Guide Template

Below is a suggested outline you can follow when building or revising your brand style guide. Feel free to adapt it based on your industry, company size, and unique brand elements.

  1. Introduction
    1. Brand Overview: Include a short summary of your brand’s history, mission, and core values.
    2. Purpose of the Guide: Explain who should use the document and why it’s essential.
  2. Brand Essence
    1. Mission and Vision: State the brand’s higher-level purpose.
    2. Brand Story: Describe key milestones or anecdotes that capture the brand’s evolution.
    3. Personality and Voice: Provide adjectives or descriptors (e.g., “friendly, witty, authoritative”) that shape how the brand “speaks.”
  3. Visual Identity
    1. Logo Guidelines
      • Approved logo variations (full color, monochrome, horizontal, vertical).
      • Minimum size requirements, spacing rules, prohibited modifications (e.g., stretching, recoloring).
    2. Color Palette
      • Primary colors (with HEX, RGB, and CMYK codes).
      • Secondary and accent colors for backgrounds, highlights, or calls-to-action.
    3. Typography
      • Brand fonts for headlines, subheadings, and body text.
      • Font hierarchy and spacing conventions.
    4. Imagery and Iconography
      • Approved photography styles (e.g., lifestyle, product-focused, abstract).
      • Icon sets and instructions on size, color, and usage.
  4. Editorial Style
    1. Tone of Voice: Detailed guidelines for how the brand communicates (e.g., energetic, empathetic, formal).
    2. Grammar and Punctuation: Refer to an external style manual or create custom brand-specific rules.
    3. Terminology and Acronyms: List any branded keywords, phrases, or abbreviations and note their correct usage.
  5. Application Examples
    1. Marketing Collateral: Mock-ups of social media posts, banner ads, and email templates.
    2. Website Pages: Sample layouts for homepage, product pages, or landing pages.
    3. Offline Materials: Examples of packaging, business cards, or printed brochures.
  6. Do’s and Don’ts
    1. Show correct vs. incorrect usage of logos, colors, and fonts.
    2. Clarify any brand-specific guidelines to avoid confusion (e.g., “Never place the logo over a gradient background”).
  7. Resources and Contacts
    1. Links to download logos, fonts, and brand assets.
    2. Contact information for the brand manager or design lead for any questions or updates.
  8. Maintenance and Updates
    1. State how frequently the style guide is reviewed or revised.
    2. Encourage feedback from internal teams and external partners to keep guidelines relevant.

A style guide (or brand style guide) is essential for maintaining consistency and clarity across all brand touchpoints. By defining your visual elements, editorial rules, and usage guidelines—and by providing a clear template—your team can confidently produce on-brand content without constant oversight. 

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