Brand checklist: What should be included in a brand style guide?

A brand style guide is the secret weapon behind any memorable, cohesive brand. Think of it as a playbook that ensures every piece of content, from Instagram posts to press releases, speaks the same language. More than just a logo and colour palette, it’s your brand’s personality distilled into a clear set of guidelines that keep every touchpoint consistent. A good style guide builds trust with your audience, reinforces your identity, and makes life a lot easier for anyone creating on-brand content.

So, let’s dig into why a brand style guide is worth the effort, what it should cover, and how to create one that ensures your brand is recognisable and reliable, every time.

Why a brand style guide matters

For brands with big ambitions, consistency isn’t just a nice-to-have; it’s essential. A brand style guide provides the roadmap to make sure every visual and message aligns with your identity. Here’s why it’s a game-changer:

Builds recognition: Consistency across your brand’s visuals and voice makes it instantly recognisable. The more your audience encounters a cohesive look and feel, the more likely they are to remember and choose you.
Strengthens trust: People trust what feels reliable. By showing up the same way, every time, you reassure customers that your brand is professional, dependable, and worth their loyalty.
Speeds up production: With clear guidelines, your teams can create confidently without second-guessing design or tone decisions. The style guide is a go-to reference that keeps everyone on the same page, reducing back-and-forth and making content creation a breeze.

Key elements of a brand style guide

A solid brand style guide covers both the visible and intangible parts of your brand. Here’s what to include to make sure your style guide is as strong as your identity.

1. Brand story and mission

Remember, your brand is so much more than just a logo. At its core, your brand represents the soul of your business—it’s what people feel, remember, and trust. And that’s why you should start with your story. A compelling brand story gives your brand depth, shaping the way people perceive and connect with you. It’s the narrative that conveys who you are, why you exist, and what you stand for, infusing every visual, message, and interaction with real meaning.

Your mission statement and core values are the backbone of this story, setting the stage for everything that follows. Think of it as your why: why you started, why you continue, and why your audience should care. This story isn’t just for customers either; it’s a powerful alignment tool for everyone involved in your brand. When designers, writers, and strategists understand the heart of your brand, they can create with a unified vision, ensuring every piece of content, every design choice, and every word has purpose.

2. Logo guidelines

To make sure it’s always looking its best, your brand style guide should cover all the key logo variations—whether it’s in colour, black-and-white, stacked, horizontal, or any other arrangement you might use. Each version has its place, and defining these variations ensures that no matter where your logo appears, it looks intentional and well-suited to the context.

Placement rules are equally important. Specify the minimum space around the logo, often called “clear space,” to ensure it doesn’t feel cluttered or overshadowed by other design elements. Setting minimum size requirements is also essential, especially for smaller applications like mobile icons or printed materials, so that your logo is always legible and impactful.

Beyond the essentials, include guidelines on what not to do. This could mean prohibiting stretching, changing colours, or adding effects like shadows or gradients, which can all distort the logo’s appearance and weaken its recognisability

3. Colour palette

A consistent colour palette is key to recognisability. Define your primary and secondary colours with precise codes (RGB, HEX, CMYK) for consistency across digital and print. For flexibility, you might add accent colours that complement the primary palette, with a few notes on how to use them harmoniously.

Provide clear notes on the use of each colour: where to apply them, and in what proportions. For example, your primary colours may be the main elements on most visuals, while accent colours are best used sparingly for emphasis. This clarity not only makes design easier for your team but also helps maintain a cohesive look that reinforces brand recognisability wherever your audience encounters you. A well-defined colour palette turns every brand interaction into a familiar experience, reinforcing trust and a sense of continuity across every touchpoint.

4. Typography

Typography does a lot of the heavy lifting in brand personality. Choosing the right fonts and using them consistently can subtly reinforce your brand’s identity across all platforms. In your brand style guide, clearly define each chosen font and its purpose, giving your design team a blueprint for cohesive text across different formats.

To keep things organised and professional, specify which fonts to use for different types of text. For example:

Header font: Use this font for titles and headlines. This typeface sets the first impression, so choose one that communicates the right tone—whether bold, elegant, or modern—and stands out without overwhelming the rest of the content.
Body font: This font is for paragraphs, captions, and all main content. It should be easy to read across various screen sizes, especially for lengthy text. Legibility and comfort are key, as this font will do the heavy lifting in terms of information.
Accent font: An optional font to be used sparingly for emphasis, like quotes, pull-out sections, or key phrases. This font should add visual interest without detracting from the main fonts, giving designers a creative tool for highlighting important elements.

Beyond font choice, detail font sizes, weights, and styles for specific applications (such as H1 for page titles, H2 for subheadings, and H3 for section headings). Consistency here is crucial. Providing standard font weights (like bold, medium, or regular) and specific sizes across different contexts ensures that all text feels balanced, creating a seamless, polished look. This helps your audience intuitively recognise sections and hierarchy, making content more digestible.

For digital and print applications alike, include any spacing or kerning adjustments to maintain the same visual impact across platforms. By giving thoughtful direction on how to use each typeface and style, your typography will always look professional and in harmony with the overall brand aesthetic.

5. Imagery and graphics

Guide your team on visual content beyond the logo and colours. Lay out the type of images, icons, and illustrations that suit your brand—tone, subject matter, lighting, and even filters or editing styles if they’re relevant.

Photography style

If your brand uses photography, consider what kind of shots best capture its essence. This section of your style guide should clarify the mood, angles, and subjects of photos to be used. Here are some considerations:

Tone: Decide whether your brand photos should feel natural and candid, polished and staged, or somewhere in between. For example, if your brand is casual and approachable, you might prefer relaxed, unposed photos. If it’s more formal, crisp, high-quality images might be best.
Lighting: Specify the lighting style you prefer, as it sets the mood. Soft, natural light can create a welcoming, friendly feel, while dramatic lighting might convey sophistication or edginess.
Filters and editing: Define any editing techniques or filters to maintain a consistent colour grading across photos. This could include specific saturation levels, contrast adjustments, or even a signature filter that gives photos a distinctive look.

Illustration style

If illustrations are part of your brand, specify their appearance and detail level to ensure they fit seamlessly with the rest of the brand’s visuals. Here’s what to consider:

Look and feel: Describe the style—whether it’s minimalist, detailed, hand-drawn, or vector-based. If your brand is youthful and vibrant, illustrations with playful lines and bright colours might suit it best, while a professional brand may want clean, simple vector graphics.
Colour use: Keep colours consistent with the brand’s palette, outlining when and where accent colours are acceptable in illustrations. This ensures illustrations are visually cohesive with other brand elements.
Usage: Identify where illustrations are best suited. For instance, you might use them in explainer sections, blog headers, or social media posts, providing visual interest without overpowering the main message.

Icons and graphics

Icons are small yet powerful elements that can communicate quickly and effectively. Providing clear guidance on their design will keep your visual language consistent:

Style consistency: Icons should align with the brand’s overall tone—minimalist and clean, or bold and stylised. Specify line thickness, colour fills, or shadow use so that icons across your website and materials feel unified.
Colour and sizing: Define which brand colours are appropriate for icons and any limitations on size to ensure legibility. Icons should be used sparingly, with clear instructions on sizing for both digital and print.
Function and placement: Describe where icons will be used, such as in navigation, alongside text, or within content sections, to add visual hierarchy without overcrowding the layout.

6. Tone of voice

Visuals might be the first thing that captures attention, but it’s the voice of your brand that builds a lasting connection with the audience. Defining a clear tone of voice is crucial for ensuring every message—no matter where it appears—feels authentic and consistent. A strong tone of voice section in your brand guide helps teams communicate consistently across various platforms, from the website and email marketing to social media and even customer service interactions. Here’s what to cover:

Tone: Specify the overall vibe of your brand’s voice. Are you friendly and approachable, formal and authoritative, witty and playful? Consider how you want your brand to feel to readers and craft a tone that aligns with those values. For example, if you aim to be friendly and informal, avoid corporate jargon or overly complex language.
Phrases and keywords: Consistency in language extends to specific words, phrases, and expressions that are on-brand. Make a list of approved (and unapproved) words, slogans, or key phrases to use in messaging. This might include brand-specific terminology, catchphrases, or even a distinct way of addressing the audience. If there are industry terms to include (or avoid), highlight those here, too.
Examples in context: To help team members understand how to apply the brand’s tone of voice, provide examples across different contexts. For instance:
- Formal announcements: How to announce company updates, product launches, or news. This might be slightly more polished while still keeping the brand’s personality intact.
- Social media posts: Show how the tone shifts for more casual, engaging messages that encourage interaction.
- Emails and customer interactions: Define a friendly but professional tone for direct communications, highlighting how to handle common scenarios like inquiries, complaints, or follow-ups.
- Blog or content writing: Show how to adapt the tone for longer-form content, with a balance of informative and conversational elements.

7. Application guidelines for digital and print

Your brand should look consistent whether it’s online or in print, so application guidelines are essential to maintain quality across all formats. In this section, cover how brand elements like colours, logos, typography, and imagery should be adapted for both digital and offline contexts.

Digital guidelines: Outline specific requirements for how the brand should appear across digital platforms. This includes websites, social media, email marketing, and digital ads. Think about:
- Web and mobile: Any web-specific elements such as logo size and placement, colour adaptations for web-safe colours, and ensuring readability on both desktop and mobile screens.
- Social media: Image sizes, content guidelines, and post styles (e.g., consistent use of hashtags or photo filters).
- Digital ads: Key design elements to include in digital ads for consistency, such as the primary brand colours and fonts that align with the main website and other digital assets.
Print guidelines: When it comes to printed materials, consistency in colours, logos, and typography becomes even more important as there are unique considerations for offline formats. Key points might include:
- Colour matching: Explain how to translate your digital colours to print-ready formats (CMYK) for accuracy. Include specific colour codes for each medium to ensure the brand looks identical online and offline.
- Logo usage and sizing: Set minimum logo sizes and placement rules to maintain legibility and prominence across different materials, such as business cards, brochures, and posters.
- Packaging and signage: If applicable, provide specific guidelines for packaging and signage. Consider materials, finishes (e.g., matte vs. glossy), and any unique details like embossing or foil that add to the brand experience in print.

Tips for building a comprehensive brand style guide

Creating a brand style guide doesn’t have to feel overwhelming. By approaching it strategically, you can make sure it’s clear, actionable, and genuinely beneficial for everyone using it.

Keep it visual
- A good style guide goes beyond text. Whenever possible, incorporate visuals to illustrate each point, like logo variations, colour swatches, and typography pairings. Include side-by-side examples of correct vs. incorrect uses (e.g., acceptable logo placement vs. stretched or altered logos). People process visuals much more intuitively than text, so showing rather than telling can help communicate brand standards effectively.
Make it accessible
- An effective style guide is one that everyone on the team can access, whether they’re in-house, remote, or freelance. Consider storing it in a shared platform like Notion, Dropbox, or Google Drive where it’s easy to share, update, and add to. Also, create a PDF version for quick reference or offline access. Consistent access means everyone can stay aligned with the brand as it evolves, which is key to consistent brand representation across all touchpoints.
Update regularly
- Your style guide should be a living document that evolves with the brand. As your identity sharpens or expands, new guidelines may be necessary—think of it like updating a brand’s playbook. Schedule periodic reviews (quarterly or biannually) to make sure everything reflects your current vision and standards. Whether it’s a new product line or a subtle shift in tone, timely updates ensure all content stays cohesive.
Get feedback
- Collaboration across teams can be a game-changer for your style guide. Before finalising, gather input from those who’ll be using it daily: design, marketing, customer support, and even sales. They’ll have practical insights into what’s clear, what needs expanding, and any common issues they face with brand consistency. This feedback can highlight sections to improve or clarify, resulting in a guide that’s truly user-friendly and relevant.
Clarify your brand voice with examples
- The written voice of your brand needs to be as consistent as its visual identity. Providing specific examples helps guide tone and language. If your brand is conversational, include sample phrases or responses, along with phrases to avoid. Show how voice varies across contexts—social media vs. press releases, for instance—so team members can adapt while staying on-brand.
Show real-world application scenarios
- Go beyond theory by including real-world applications. Add examples that demonstrate how to use brand elements in specific situations, such as social media posts, product packaging, or website headers. Seeing the brand in context helps teams understand how everything comes together and can inspire ideas for future content.
Include ‘do’s and don’ts’ for consistency
- A ‘do’s and don’ts’ section gives helpful clarity on what aligns with the brand and what doesn’t. This can be as simple as “Do use the logo on a white or neutral background” and “Don’t apply filters to photography.” Having these boundaries in place prevents inconsistent representations of the brand and helps new team members avoid common missteps.
Add a quick-reference section
- Think of a quick-reference guide as the essentials-only version. This could be a one-page cheat sheet of the brand’s colours, logo, typography, and core values. A shorter version of the style guide is easy for new hires to digest and can be used by experienced team members for a fast check-in on essentials.
Consider brand use outside digital spaces
- If your brand extends into physical spaces—like event booths, signage, or printed materials—make sure the style guide covers these. Print settings, physical colour swatches, and tips on selecting compatible materials can maintain consistency in every context your brand appears.

Final thoughts

A well-crafted brand style guide is like your brand’s DNA, keeping everyone—internal teams, external partners, even freelancers—aligned with who you are and how you want to be seen. Whether you’re a fresh brand or established, investing time in a detailed style guide pays dividends in consistency, recognition, and trust.

A cohesive brand isn’t just about looking good; it’s about crafting an experience that feels seamless across every interaction. And your style guide is the roadmap that keeps everything in sync, helping your brand show up consistently and memorably, every time.