Brand guidelines are the instruction manual for your brand. They tell staff, volunteers, printers, designers and agencies exactly how to use your logo, colors, fonts and voice. For a growing Kansas business or nonprofit with several people creating content, they are one of the simplest ways to look professional and consistent everywhere.
What to include in brand guidelines
Brand foundation
- A short description of who you are and who you serve
- Your mission or purpose in one or two sentences
- The key messages you want people to remember
Logo
- Primary logo and alternate versions (horizontal, stacked, icon only)
- Color versions: full color, one color, white on dark backgrounds
- Minimum size and clear space around the logo
- Examples of what not to do: stretching, recoloring, adding effects
Colors
- Primary and secondary colors
- Exact values for print (CMYK and Pantone) and screens (RGB and HEX)
- Guidance on which colors to use most often
Typography
- Fonts for headlines and body text
- Backup fonts for email and documents where your brand fonts are not available
Photography and video
- The style of photos you use: real people, natural light, black and white, and so on
- What to avoid, such as cheesy stock photos
- How video should look and sound
Voice and tone
- How you sound: friendly, expert, plain-spoken, faith-driven, and so on
- Words you use and words you avoid
- Examples of on-brand and off-brand writing
Templates and examples
- Social media graphics
- Flyers and posters
- Email signatures and headers
- Presentations and letterhead
Keep it practical
The best brand guidelines are short enough that people will actually read them. Start with what your team uses every week. Put the guidelines and logo files in one shared folder so nobody has to dig through old emails for a blurry logo.
Who needs a copy
- Everyone who posts on your social media
- Staff who make flyers, newsletters or presentations
- Printers, sign shops and promotional product vendors
- Your web designer, video team and any marketing agency
- Board members and volunteers who represent you
Frequently asked questions
How long should brand guidelines be?
For most small businesses and nonprofits, 8 to 20 pages is plenty. Even a two-page version is better than nothing.
What file formats should our logo come in?
Ask for vector files (AI, EPS or SVG) for printing and signs, plus PNG files with transparent backgrounds for everyday use.
Can we create brand guidelines for an existing logo?
Yes. Many organizations document the brand they already have before deciding whether it needs a refresh.
Ready to tighten up your brand?
Observant Media builds logos, brand guidelines and brand systems for Kansas businesses and nonprofits, then helps you use them everywhere. See our branding services or request a free audit.