Brand Guidelines Corporate Graphic Standards

Brand continuity matters

A style guide is a rulebook that defines the look and feel of a brand. It specifies how to use the brand’s graphic assets to ensure that a company’s public image is maintained across its communications on print and digital platforms. These guidelines help graphic designers, marketers, web developers, and other creatives stay “on brand” in everything they create. Also called corporate graphic standards, these can include:

Logo usage with proper and improper examples
Primary and secondary brand color palettes
Offline and online typefaces
Graphics use for branded and unbranded materials
Language and tone of voice for written content

Ensure that all your messaging is on point.

Explain your brand strategy

A well-developed style guide is an essential tool to keep your brand identity consistent, recognizable, and own-able, even as different people develop content for your brand. A brand style guide (also known as a brand book or brand guide) is a key document that helps content creators communicate a consistent message to your audience. It's an important asset for creating true, on-brand content, so it’s important to spend the time and resources to get it right.

Support marketing initiatives

Style guides can support marketing initiatives by ensuring that all messaging is relevant and related to your brand’s goals. Referencing a brand style guide ensures that content distinguishes a brand from its competitors, and is cohesive. This cohesion is important because it helps establish a strong brand voice that resonates with the audience, which is essential for building brand awareness. Over time, that awareness and consistency build trust.