A style guide is a document that outlines the visual and verbal elements that define a brand. It includes:
- Logo Usage: How the logo should be displayed, its size, and clear space.
- Color Palette: The brand’s primary and secondary colors with specific color codes.
- Typography: The fonts to be used in different contexts, like headings or body text.
- Imagery Style: Guidelines for photos, illustrations, and other visual elements.
- Tone of Voice: The way the brand communicates in writing, including word choices and style.
- Design Elements: Specific graphic elements like icons, patterns, and shapes that support the brand identity.
It ensures consistency across all brand touchpoints, from marketing materials to social media posts.
A brand paper is a small version of a style guide where you can quickly find all the information you might need.