A comprehensive documents that outline how a brand's visual identity should be applied across various mediums and platforms. They serve as a set of instructions and rules to maintain consistency in brand representation. Brand guidelines typically include:
Logo Usage: Specifications on how the logo should be displayed, including size, placement, clear space, and variations (such as color options or monochrome versions).
Color Palette: Defined primary, secondary, and accent colors along with their specific color codes (CMYK, RGB, HEX) for both print and digital use.
Typography: Guidelines for fonts, including typefaces, font sizes, and styles for headings, subheadings, and body text.
Imagery Guidelines: Guidance on the types of imagery to be used, preferred styles of photography or illustration, and how visuals should align with the brand's tone and values.
Graphic Elements: Instructions on the use of additional graphic elements, patterns, icons, or other design elements that complement the brand.
Layouts and Templates: Standardized layouts and templates for various collateral, such as stationery, advertisements, social media posts, and presentations.