Creating a constant model begins with making a model type information. These branding rule books assist graphic designers, entrepreneurs, internet builders, group managers, and even product packaging departments all keep on the identical web page, and current a unified imaginative and prescient of the model to the general public.

marketer creating a brand style guide

The very best manufacturers stick in our brains as a result of their presence is outlined by the repetition of the identical brand, fonts, colours, and pictures. As soon as we see them sufficient, they turn into immediately recognizable, bringing us a transparent sense of reliability and safety. All of that is attainable when every member of your staff adheres to a cohesive model type information.

Free Download: How to Create a Style Guide [+ Free Templates]

On this article, we’ll go over what model pointers are, the weather of a mode information, and a few superb examples of them in motion to make use of as inspiration in your subsequent branding mission or web site redesign.

Image essentially the most recognizable manufacturers you possibly can consider. Likelihood is, you have discovered to acknowledge them due to the consistency throughout the messaging — written or visible — these manufacturers broadcast. The identical model colours are mirrored throughout them. The language sounds acquainted. It is all very organized and, whereas not inflexible, it is cohesive.

Even in the event you work at a small firm, you can too create a model type information that takes your organization’s visible id to the subsequent stage. However earlier than you sit all the way down to create your branding pointers, it’s important to take a step again and outline your model’s mission assertion and purchaser personas.

These strategic components will assist you to dive into the tactical elements of your model type information later.

Model Pointers Mission Assertion

Your mission statement is an action-oriented assertion declaring your group’s objective, making it the compass of your model type information. It ensures that every one your content material is working towards the identical purpose and connecting together with your viewers. This assertion can information your weblog and paid content material, advert copy, visible media, and slogan.

You’ll be able to both embody your mission assertion inside your type information, create a separate doc you can reference in the course of the creation course of, or distill your mission assertion right into a slogan you can place on the head of your doc.

branding style guide: mission statement

Model Pointers Purchaser Persona

A buyer persona is a fictional illustration of your excellent buyer. It contains particulars in your buyer’s job title, age, gender, {and professional} challenges — due to this fact stipulating for whom your model publishes content material.

Your purchaser persona guides your weblog content material, advert copy, and visible media, which may appeal to useful leads and prospects to your enterprise.

Obtain our free useful resource on find out how to create your personal type information with model pointers templates to comply with. Making a constant type information is not straightforward, however with these instruments you possibly can construct an unforgettable one with ease.

Subsequent, we’ll go over just a few components you’d discover in a model type information and which components of a model they will affect.

Obtain our free useful resource on find out how to create your personal type information with model pointers templates to comply with. Making a constant type information is not straightforward, however with these instruments you possibly can construct an unforgettable one with ease.

The Parts of a Model Type Information

A model type information encompasses way more than only a brand (though that’s necessary, too). It visually encompasses all the pieces your model is about — all the way down to your enterprise’ objective. Listed here are some key components that make or break a model type information.


Your brand may look like the best facet of your branding pointers, however in actuality, it’s one of the crucial complicated and most necessary components.

In your information, you must embody a visible of your brand, clarify its design particulars, and describe how it may be utilized by exterior and inside publishers (with or with out your model image, as an illustration, or with sure spacing necessities).

branding style guide: logo

You also needs to embody flawed usages — i.e, you may advise towards rotating the design or curving the font. That method, whether or not you or another person is publishing details about your organization, your brand appears constant in every single place.

In case your model is well-known and many shops publish details about you, you may need to present a complete doc outlining acceptable use insurance policies in your brand.

branding style guide: wrong logo usage example

Coloration Palette

The color palette might be one of the crucial distinctive and recognizable components of an organization’s branding pointers. It’s the group of colours your organization makes use of to design its brand assets, guiding each piece of visible content material created. These coloration combos usually comply with HEX or RGB coloration codes, and govern your brand, internet design, printed adverts, and occasion collateral.

branding style guide: color palette

A model coloration palette mustn’t solely embody your major coloration, but in addition all kinds of secondary, tertiary, and impartial colours. This can mean you can provide you with extra dynamic and assorted designs within the content material creation stage. For those who don’t outline an array of choices, you possibly can run the danger of getting your staff create content material with random secondary colours, which may look inconsistent.


Typography is a visible ingredient of your model type information that goes past the font you utilize in your organization brand. It helps your model’s design all the way down to the hyperlinks and duplicate in your web site — even your tagline. We advocate specifying a major and secondary font, with a combination of serifs and font weights for various use circumstances.

Bear in mind, the purpose of your branding pointers is to empower your individuals and exterior stakeholders to create constant however assorted collateral on behalf of your model. You don’t need to restrict them with a single font choice.

As an illustration, HubSpot’s major font is Lexend Deca (sans-serif), whereas our secondary font is Queens (serif). They’re each built-in in our staff’s CMS, CMS Hub, and our design device, Canva, the place we are able to use all kinds of font weights to create property. branding style guide: font and typography

Don’t overlook: Typography performs a significant function in your web site’s person expertise, so that you need to be sure it’s visually interesting whereas additionally being accessible and simple to learn.

Imagery and Iconography

You might be able to solely embody your brand, colours, and fonts in your pointers, however in the event you’d prefer to create a stronger type information, take into account together with accredited imagery, pre-designed icons, and customized symbols in your firm to make use of throughout your web site and print collateral.

In case your finances is smaller, you possibly can advocate photographic kinds (i.e candid versus staged, etcetera), after which direct content material creators to your most popular inventory picture supplier (i.e. Shutterstock, Unsplash). Alternatively, you possibly can fee an organization photoshoot at a studio and make the ensuing pictures obtainable for inventive use.

branding style guide: brand symbols example

Symbols and icons may also be an ideal addition to your branding pointers. As with images, you possibly can all the time discover free icons on-line and advocate what to make use of versus what to not use — as an illustration, you may desire to make use of define icons solely, and never full-color. You too can fee customized icons from a contract graphic designer.

Model Voice

If your organization visuals are the flesh and bones of your type information, your brand voice is the beating coronary heart.

branding style guide: brand voice

The significance of your model voice can’t be overstated. Whether or not you need your organization’s persona to be pleasant and informal, or distant and formal, you need to make it straightforward for entrepreneurs, salespeople, and content material creators in your staff to know find out how to signify your model on-line. This can guarantee constant messaging throughout all channels.

You too can embody a full editorial type information. The job of an editorial style guide is to commit an editorial stylebook on find out how to phrase sure merchandise, checklist matters the model can and can’t write about, and different firms it could actually point out. Your editorial type information can information your weblog content material, video scripts, web site and touchdown web page copy, PR speaking factors, and information base articles.

As you possibly can see, the aim of the model type information is to kind and preserve all the varied components of an organization that, when mixed, spell out the complete model because it’s acknowledged.

Intrigued? Try 21 of one of the best ones we might discover.

1. Medium

Medium easy model type information emphasizes utilization of its brand, wordmark, and image. Medium’s brand is the model’s major graphic ingredient and was created to really feel “assured, premium, timeless, and trendy.”

See the total model information here.

medium logo usage guidelinesexamples of incorrect usage of Medium's logo

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2. Walmart

Walmart is among the world’s largest and most recognizable manufacturers, so it is no shock that its model information is extraordinarily thorough.

The information contains the model’s brand, pictures, typography, illustrations, iconography, voice, editorial type, and extra. Walmart’s coloration palette is so integral to its model id that its major coloration is known as “Walmart Blue.”

See the total model information here.

example of logo usage in walmart's brand guide

walmart brand color guidelines

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3. Asana

Asana’s easy type information highlights its brand and coloration palette. It additionally explains find out how to correctly use the model’s property.

See the total model information here.

logo usage examples in asana's brand guidelines

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4. Skype

Everybody’s favourite video chat platform additionally has a squeaky-clean type information for its model. Skype, now owned by Microsoft, focuses totally on its product phrasing and brand placement.

See the total model information here.

skype brand style guide logo and icon usage

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5. Barre & Soul

Barre & Soul’s model type information contains variations of its brand, brand spacing, secondary logos, supporting imagery, and a five-color coloration palette.

See the total model information here.

barre & soul brand style guide

barre & soul brand style guide logo imagery and color palette

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6. Spotify

Spotify’s type information may seem easy and inexperienced, however there’s extra to the model than only a lime inexperienced circle. Spotify’s coloration palette contains three coloration codes, whereas the remainder of the corporate’s branding pointers focus closely on brand variation and album paintings.

The type information even permits you to obtain an icon model of its brand, making it simpler to signify the corporate with out manually recreating it.

See the total model information here.

spotify brand style guidespotify brand icon usage guidelines

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7. Starbucks

Starbucks’ interactive model type information contains particulars about find out how to use its core components comparable to the enduring Siren brand and inexperienced coloration palette.

Plus, the information incorporates a visible spectrum of how their inventive property can be utilized throughout completely different channels in addition to case research of various seasonal campaigns and product launches.

See the total model information here.starbucks siren logo presented in its brand style guide

starbucks sodo sans typeface guidelines in brand style guide

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8. Paris 2024

Paris 2024’s model id pays homage to the 1924 Olympic Video games by Artwork Deco impressed design. The enduring emblem, coloration scheme, typeface, and iconography are all detailed in its model information. Better of all, designers utilized eco-branding strategies to Paris 2024’s model supplies to cut back the quantity of ink and paper wanted for bodily supplies in addition to restrict the facility and knowledge consumption on digital components.

See the total model information here.

paris 2024 olympics brand identity overviewparis 2024 olympics emblem as presented in its style guide

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9. City Outfitters

Images, coloration, and even tone of voice seem in City Outfitters’ California-inspired model pointers. Nonetheless, the corporate is not shy to incorporate details about its excellent shopper and what the model believes in, as properly.

See the total model information here.

Brand style guide for Urban Outfitters with black and white logo variations

urban outfitters brand style guide

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10. Like to Trip

Like to Trip, a biking firm, is all about coloration selection in its visually pleasing type information. The corporate’s model pointers embody 9 coloration codes and tons of element about its secondary logos and imagery.

See the total model information here.

Color palette for Love to Ride with nine cool colors in circular icons

Infographic guidelines for Love to Ride

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11. Barbican

Barbican, an artwork and studying heart in the UK, sports activities a loud but easy type information focusing closely on its brand and supporting typefaces.

See the total model information here.

barbican wordmark brand style guidelinesbarbican brand type family

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12. I Love New York

Regardless of its famously easy t-shirts, I Love New York has a model type information. The corporate begins its pointers with an intensive rationalization of its mission, imaginative and prescient, story, target market, and tone of voice. Solely then does the type information delve into its brand positioning on varied merchandise.

See the total model information here.

Brand style guide for I Love New York with logo and gridlinesi love new york brand style guide typography

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13. TikTok

TikTok’s type information is not only a information — it is an interactive model guide. First, it supplies an in-depth look into the way it brings its model to life by design. Then, it offers an outline of its brand, co-branding, coloration, and typography. At its core, TikTok is a model that “celebrates the relentless power, creativity, and expression of [its] customers.”

See the total model information here.

tiktok design idea and logo in its brand guidelines

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14. College of the Arts Helsinki

The type information of the College of the Arts Helsinki is extra of a inventive branding album than a conventional advertising and marketing information. It reveals you dozens of contexts through which you’d see this faculty’s provocative brand, together with animations.

See the total model information here.

university of the arts helsinki brand style guide typography

university of the arts helsinki brand style guide

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15. Ivy Lane Occasions

Ivy Lane Occasions’ daring type information is reflective of the edgy occasions the corporate produces. In it, you may discover a temper board with darkish, romantic visuals impressed by “victorian gothic type and classic guide artwork.” The information additionally particulars the right utilization design components such because the wordmark, major icon, secondary logos, coloration, and typography.

See the total model information here.

ivy lane events brand overviewivy lane events color usage and logo guidelines

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16. Western Athletic Convention

The Western Athletic Convention’s model type information contains intensive details about its historical past, mission, and imaginative and prescient. It additionally highlights its member universities and athletic championships and awards it’s concerned with. The model components embody brand, colours, slogan, patch, and extra.

See the total model information here.

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17. Discord

Discord’s model information is as colourful and playful because the communities it serves. The model’s movement components are based mostly on the dot, which represents the Discord person interacting with others within the communities it belongs to. The information describes utilization of Discord’s typography, colours, and icon (lovingly named Clyde).

See the total model information here.

discord brand and logo usage guidelines

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18. Netflix

So far as its public model property are involved, Netflix is targeted totally on the therapy of its brand. The corporate affords a easy algorithm governing the scale, spacing, and placement of its well-known capitalized typeface, in addition to a single coloration code for its basic crimson brand.

See the total model information here.

netflix brand wordmark guidelinesnetflix brand color guidelines

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19. Scrimshaw Espresso

That includes a six-code coloration palette, this “laid again,” “cool,” and “eclectic” model has a lot of secondary logos it embraces in varied conditions.

See the total model information here.

scrimshaw coffee brand mood boardscrimshaw coffee brand color palette

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20. NASA

NASA’s “Graphics Requirements Handbook” is as official and complicated as you assume it’s. At 220 pages, the information describes numerous brand placements, coloration makes use of, and supporting designs. And sure, NASA’s area shuttles have their very own branding guidelines.

See the total model information here.

Red color palette of the NASA brand style guide

nasa brand style guide typography

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21. New York Metropolis Transit Authority

Like NASA, the NYCTA has its personal Graphics Requirements Handbook, and it contains some fascinating typography guidelines for the numbers, arrows, and public transit symbols the common commuter takes without any consideration day-after-day.

See the total model information here.

nycta brand style guide typography

nycta brand style guidelines

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Branding Pointers Suggestions

If you wish to take your branding type information to the subsequent stage, I like to recommend following these finest practices, which the HubSpot Artistic staff has used to disseminate branding data to the remainder of the HubSpot Advertising staff.

This has not solely made my job as a blogger simpler, but in addition makes our branding really feel properly thought-out and cohesive.

1. Make your pointers a branded doc.

Whether or not you’re publishing your branding pointers on-line or creating an inside presentation, take into account making the rules themselves a branded doc. Make sure the printed doc follows your established model voice, makes use of the symbols and imagery you’ve created, and employs the colours and typography that makes your model really feel such as you.

When our Artistic staff rolled out a visible id refresh for the HubSpot model, all of us acquired entry to a branded playbook that summarized all of the modifications and described how we should always signify HubSpot on-line transferring ahead. Not solely was I an enormous fan of the refresh, but in addition of the way in which it was offered to our staff in a branded doc.

You are able to do the identical, no matter your finances. Our Artistic staff truly used a free device, Google Slides — so it’s completely doable for a small or freelance model!

2. Identify your model’s colours.

You’ve already chosen your coloration palette — why go so far as naming the colours? Giving your colours distinctive names (apart from “blue” or “orange”) may help you tie the tactical components of your branding into an general theme or ethos.

To not point out that it’s superior to have the ability to consult with firm colours by a novel identify. Think about if we referred to as Solaris, HubSpot’s major model coloration, “HubSpot Orange” — that merely doesn’t have the identical ring.

branding style guide tips: colors with custom names

In our visible id refresh, our Artistic staff brightened and intensified our coloration palette, then renamed the person hues. They wrote, “Each coloration, tint, and shade is predicated on central themes. […] Whether or not it’s a subway line in Paris, or a flower-lined road in Japan, the secondary coloration names are a veritable tour of necessary cultural and geographical touchstones from HubSpotters everywhere in the world.”

Take into consideration what makes your model distinctive, and why you selected the colours that you simply did. As an illustration, in the event you work at a regulation agency that focuses on automotive accident circumstances, you may select crimson as one of many model colours and name it “Cease Mild.”

3. Create easy-to-use branded templates.

branding style guide: designed templates

Alongside your branding pointers needs to be templates to empower your staff to simply design branded property, even when they’re not designers. At HubSpot, we preserve all of our templates in our staff’s Canva account. There, anybody (myself included) can edit pre-made designs for any variety of use circumstances.

As a author on the HubSpot weblog, I’ve to create graphics to complement the knowledge I’m sharing. The branded templates made by our Artistic staff have made my work an ideal deal simpler — and I can think about that it’s the identical for our Social Media staff, when they should publish an replace on any considered one of HubSpot’s social media profiles.

Whether or not you run a small or giant enterprise, you possibly can profit from creating a minimum of one template that might be adjusted to completely different sizes. Not everyone seems to be a designer, however with templates, you possibly can guarantee your model appears skilled regardless of who creates an asset.

4. Guarantee your branding is optimized for all channels.

branding style guide: different mediums

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Your branding pointers ought to embody completely different specs for various channels — or, alternatively, you must have property and designs that may be adjusted for varied channels and mediums. Not just for sizing functions, however for accessibility functions, too.

As an illustration, in the event you primarily market your model over Instagram and in your web site, then your branding ought to have internet accessible colours, in addition to Instagram-friendly designs and sizes. On Instagram, you may need to keep away from small, mild typography, and so your font ought to work properly for that channel, too.

You don’t need to considerably change your branding from channel to channel; it ought to work comparatively properly regardless of the place you’re advertising and marketing your model.

Construct a Memorable Type Information of Your Personal

When you construct your distinctive model type information, prospects will acknowledge your model and affiliate it with all of the visible cues you need them to. We hope you had been impressed by our checklist of fantastic model type guides and need you luck in making a timeless type of your personal.

Editor’s notice: This publish was initially printed in January 2017 and has been up to date for comprehensiveness.

brand style guide

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