Brand guidelines govern the composition, design, and general look-and-feel of a company's branding. Brand guidelines can dictate the content of a logo, blog, website, advertisement, and similar marketing collateral. Picture the most recognizable brands you can think of. A brand guideline is a digital rulebook that specifies every aspect of the look and feel of your brand. Apart from being used internally, a brand guide is shared with partners, media, and agencies to brief them on how to communicate your brand properly and consistently. Brand identity guidelines are a written manual that explains how a brand should be used internally and externally.

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• Logos: full logos, secondary logos, and icons.

• Color palette: primary and secondary colors.

• Typography: font styles, sizes, and spacing.

• Other imagery: photos, illustrations, and artwork.

• Voice and tone: how the brand uses language and emotion.

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With brand guidelines in place, you can ensure your brand's elements are used effectively and look professional every time they are used. Guidelines give your company control over the way other people use your brand so that its visual appearance is always consistent.

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The Elements of a Brand

• Brand voice.

• Brand identity.

• Brand promise.

• Brand values.

• Brand targeting.

• Brand positioning.

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A logo guideline is a document you write up for future reference that includes different versions of your logo design and how they are to be used. The logo you choose to tell your business's story will also convey your brand message.

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• Logo and logo guide. In order to make your logo recognizable it must be used consistently. 

• Core color palette. A color palette is a group of colors that is used throughout your branding. 

• Typography. Typography is another important part of a brand's style guide. 

• Imagery.

• Voice.