Canvas Web Style Guide: Brand Guidelines HubSpot Brand Guidelines A thorough brand style guide has two, equally important halves: visual and content. Sasha Laferte is Checkr’s senior customer marketing manager. A style guide is a document that provides guidelines for the way your brand should be presented from both a graphic and language perspective. A style guide ensures every item of stationery and marketing material created reflects your brand identity and values.Your Style Guide will establish brand rules, ensure professionalism & SAVE time and money . Before creating it, research who your audience members are and what they want. GatherContent recommends keeping a style guide to between four and five pages. Think of it like this: A simple breakdown of primary and secondary colors falls underneath, with CMYK, RGB, and HEX values for each. 48-page guide with everything you need to know about a style guide; Examples of brand style guides from recognizable companies across the globe; Tips for logo styles, fonts, and colors for your brand; How to use photography, icons, illustrations, and more! Content Marketing World is part of the Informa Connect Division of Informa PLC. Pulling together your brand style guide is a necessary part of ensuring that your business’s image remains consistent out there in the world. Brand style guide design elements. A brand style guide references grammar, tone, logo usage, colors, visuals, point of view, says @SashaLaFerte via @CMIContent. They can all follow the same set of guidelines to make sure your assets are used professionally. A brand style guide can not only make video consistent but also better. A style guide builds a voice and personality for your brand. It references grammar, tone, logo usage, colors, visuals, word usage, point of view, and more. The essential elements of a brand style guide are your brand's logo guide with do's and don'ts, a color palette, typography, image guidelines, and digital and print guidelines. She's written for several digital marketing publications including Young Women in Digital and HubSpot's Blog. It creates a recognizable, engaging voice and personality that readers can form a more personal connection with. Style Guides or Brand Guidelines? Subscribe to our blog & get notified on the latest trends that impact your business. The style guide, however, emphasizes the design aspect of your brand. Style guides ensure brand consistency across a wide variety of media platforms. Style guides ensure brand consistency across a wide variety of media platforms. Visual style guides are used to define the way the brand will look and to keep corporate graphics consistent and uniform across materials. Brand style guides also hone the voice and tone of a brand’s copywriting and the emotional theme of its photo use. Medium, an online publishing platform, has a beautifully designed style guide that outlines every element of their brand in great detail. Depending on how intricate your company’s aesthetic is, you’ll want to define and note each element as well as use cases. If you have a secondary palette, be sure to note that here as well. Secondary colors are often used as accents in certain designs (the green subheaders you see in this blog serve as one of our many secondary colors!). They also excel in detailing every aspect of their logo use; you can see how they invert their logo against a black background, how much breathing room you should leave around it, and even various ways you shouldn't distort their logo. No style guide is too long – add any elements and examples you think you'll need to create the best possible brand for your business. Here are some tips for ensuring that your brand guide aids in creating first-rate content: Visual cues are as important to brand consistency as the written aspects. Revisit it to make sure it’s not only on point with what it says but how it says it. Whether it be a website, advertisement, internal memo, or whatever else, this little document will make your life a breeze. This fictional style guide is as meticulous as any real deal, it explains and deconstructs its’ primary logo, signatures and sub-brand logos in an informative and explanatory way. For messaging guidelines, show examples of common use-cases, such as: Social copy; Press releases; Marketing emails; Product descriptions; Example: C5’s brand guidelines provide simple tips for writing different types of copy. From there, create a table of contents for your style guide and use it as an outline. They even explain in red text when exactly to use each, so there shouldn't be much confusion within the company! Uber uses this site to not only describe brand style but to share the brand story, showcase examples of its branding done well, and provide helpful tools. Beyond that, they even highlight product design, showing how to use their brand elements in bag designs. Details like whether to use “&” or “and” or if you should use the numerical or written versions of numbers may seem trivial. What is a Brand Style Guide? You should answer all of these questions in the typography section: The overall tone and voice of your brand impacts all your content and outreach. If you want to learn more about creating brand guides from scratch read our guide to creating a brand style guide from scratch. Mission Statement, Vision Statement, and Core Values, What sizes and weights should your different headers be? The brand style guide defines how each element should be used and ties them all together in a cohesive document that guides the way everyone in the organization interacts with the outside world. There is a helpful overview with guidelines on the brand usage in CTA (call to action), which encourages potential customers to click on promotional offers. For their client, Jet.com, FirstBorn crafted an … From a visual standpoint, design is the most important brand style guide … #Branding fails happen because of a lack of a clear style guide, says @SashaLaFerte via @CMIContent. These details, whether big or small, are important to how your audience experiences your brand at every touchpoint. 15 Brand Style Guide Examples. A style guide acts as a road map, providing you with direction as you navigate the video creation process. For example, Bluleadz's primary logo is our B brand mark with the word Bluleadz underneath. We use cookies on this site to enhance your user experience. A brand style guide references grammar, tone, logo usage, colors, visuals, point of view, says @SashaLaFerte via @CMIContent. MailChimp also breaks out writing guidelines by content type, from emails to blog posts to social media. Brand Style Guide = Visual Style Guide + Content Style Guide. When designing for clients, we focus on designing a primary logo to be used for most applications (website, business cards, and other important materials). Thank you for your ongoing commitment to, and support of, the Brandeis IBS brand. Branding | But before you go let’s review a few of my favorite tips: Create a simple handout or cheat sheet. According to Uber, the guidelines cover nine elements: logo, color, composition, iconography, illustration, motion, photography, tone of voice, and typography. Why Brand Style Guides are Important? Expressive, fresh, … A style guide builds a voice and personality for your brand. They also do an excellent job of highlight what not to do when using their trademark logo and extended logos. Learn more about Njord's style guide here. Check out the full brand identity style guide here. As you grow your business and hire new employees, they won't need to ask any questions because they'll have access to all the details of your brand and how you represent yourself to others. You can think of your brand’s style guide as a reference book that people can use a guide for representing your brand. You want them to recognize you and connect on an emotional level with your organization. FirstBorn is a creative agency handling branding, visual, and digital strategies for its clients. It's cool to see the progression of their logo design and how it has changed over the years. Check out its style guide if you’re looking to create a guide with a lot of detail. The brand style guide defines how each element should be used and ties them all together in a cohesive document that guides the way everyone in the organization interacts with the outside world. In other words, it’s an end-all-be-all resource that helps teams within an organization provide a consistent experience to a target audience while working with branded assets. Informa UK Limited is a company registered in England and Wales with company number 1072954 whose registered office is 5 Howick Place, London, SW1P 1WG. 15 Brand Style Guide Examples. … The brand manual and style guide has a very close relationship. This article addresses why your organization needs a style guide, details what to include in your style guide, and gives examples of top-notch style guides to ensure streamlined external communications. A style guide defines and explains your typefaces, colors, logos, and everything in between. This manual groups colours by emotion (intelligent through to energetic), maps out gradients, colour combinations, type combinations, sizes, weights, just about anything any future designer would need. Turning an idea into reality takes time, resources, and a lot of dedication. The role of a brand style guide is to serve as a reference for designers, writers, and content creators alike for how to represent the brand in the design assets and content they create. Behind logos, colors are the next element of your brand that is most recognized. Think of it like this: This template is made to showcase all those parts of your brand. Registered in England and Wales. Green, of course. Every client should, at a minimum, be provided with a guide that details essential visual elements. Bluleadz answer: Never use secondary color in our logo. Njord might have one of the prettiest brand style guides out there. To start you off on the right track, there are a few basics every style guide should cover: Your mission statement, vision statement, and core values are what drive your brand. To effectively maintain brand consistency, everything your business publishes on the web, prints for distribution, or creates in general should be created with your business's key design elements in mind. VAT GB365462636. Noting these elements in your brand style guide should influence what content you write, who you write for, the designs and graphics you create, and even the imagery you select. Let’s quickly make one thing very clear – style guide is not a brand guideline book. By creating a detailed brand style guide, you ensure that your published content is consistent, polished, recognizable, and more enjoyable. Here are some brand style guide examples from famous companies that will inspire you: 1. Brand Style Guide = Visual Style Guide + Content Style Guide. The Amazon style guide provides clear guidelines on how to apply colour size and spacing of the brand logo and icons with notes on presentation styles. American Red Cross covers all the basics in their simply designed style guide. Upon completion, share it companywide, and store it as a living document in a place that’s easy to find. A brand style guide is a living document that outlines stylistic requirements for maintaining one cohesive brand identity across various mediums such as digital, print and broadcast. One big reason why is due to the countless ways to use the Fandango logo. A brand style guide is a rulebook that explains how an organization presents itself to the world through its logo, font and color selections, photography and much more. hbspt.cta._relativeUrls=true;hbspt.cta.load(57042, '2cfbe8c6-d27e-4903-92a8-a4d9448e6e03', {}); Learn how you can create a consistent brand with our free ebook. Your company’s logo is the top recognizer for your brand – so make sure it's never used incorrectly. Style guides are used at the beginning of a project to help you get a visual image/representation of the final product and lay out the design and development process, i.e, what to … Depending on how many different variations of logo usage you have, this section might be one of the longest to outline in your brand guide. Arial Narrow, Arial Regular, and Arial Italic are all fonts. What is this amazing document I speak of? And that's ok. You never see a red McDonald's M for a reason... How much "breathing room" should you give your logo? It provides specific details about the visual style and editorial voice of your brand. Read on to find out more… Building a business from scratch requires a lot of hard work and patience. A brand style guide can not only make video consistent but also better. – Matt Parillo, Director of Marketing and Communications introduCtion to tHe BrandeiS iBS Brand Style Guide People working with a brand should be able to quickly find references to common questions of style. Place your mission statement, vision statement, and core values at the top of your brand style guide. Without a style guide, your teams might present inconsistencies in their materials. Like the colors, fonts, and logo guidelines. A style guide is more than just a formality. Scroll through the full brand guide here. Common mistakes to avoid when crafting beautiful style guides Brand guidelines, also known as a brand style guide, govern the composition, design, and general look-and-feel of a company's branding. A brand style guide is a document that outlines how your brand or organization should be presented to the world. Style guides (or brand bibles) contain all the necessary information to create whatever your company needs. All style guides should include an introduction. Her experience spans writing content for marketing software companies to creating viral media for Wenner Media (the parent company of Rolling Stone and Us Weekly). Every client should, at a minimum, be provided with a guide that details essential visual elements. Cover image by Joseph Kalinowski/Content Marketing Institute. I can go on and on. A brand style guide is a holistic set of standards that defines your company’s branding. Don't worry – they didn't forget to include typography and color, and they even have a whole chapter on brand usage on YouTube. Print out your brand guidelines and hang it in the office There are usually two types of style guides—one for visual and one for writing. Next, create a section on how your brand talks and writes, and another section on branded visuals. Jet.com. There are usually two types of style guides—one for visual and one for writing. If your company has a secondary logo, what is it? A thorough, well-thought-out style guide puts your readers first. 9 min read. When scrolling through Wistia’s website, you’ll always see their pastel color scheme and cohesive imagery. You can hire a brand style guide expert to help you put all this together in a clear, concise, and memorable document that will represent the look and feel of your brand. What is a brand style guide? Through a simplistic design, this restaurant doesn't skip a beat on outlining the essentials of their brand. In your brand style guide, give descriptions and examples of tone and voice, says @SashaLaferte via @CMIContent. A thorough brand style guide has two, equally important halves: visual and content. Beyond design, they also added a section to set guidelines for tone of voice, which can make a huge impact on their overall messaging and content across all platforms. A style manual, or style guide, is a set of standards for the design of documents, website pages, signage, and any other form of other brand identifier. Style Matters: How Well is Your Copy Turned Out? The brand manual and style guide has a very close relationship. Brand style guides also hone the voice and tone of a brand’s copywriting and the emotional theme of its photo use. If you already have a mission statement or boilerplate “About Us” description for your brand, start there. Fandango, a movie ticket company, doesn't miss out on any details in their 52-page style guide. The essential elements of a brand style guide are your brand's logo guide with do's and don'ts, a color palette, typography, image guidelines, and digital and print guidelines. So, if these guides are so important, why isn’t everyone on the bandwagon? Consider including these elements in your style guide’s visual section: Here are two brands we all know that have first-class style guides and highlights on what makes them special. Like the colors, fonts, and logo guidelines. From a visual standpoint, design is the most important brand style guide … So marketing might distribute promotional content with your logo styled differently than the logo your sales team includes on their proposals. Create a style guide based on what resonates with them. Below are some examples of the style guides I put together for my branding clients. Each element of this style guide is explained, demonstrated and displayed in extraordinary detail, making for a clear and strong set of guidelines toward the brand. Why Brand Style Guides are Important? Put another way, it’s a reference tool that helps maintain consistency in what a brand looks, feels and sounds like. Baylor is a Marketing Specialist for Bluleadz. Transforming the way companies market, sell, and service their customers, The 9 Best Thank You Page Examples That Nurture Leads and Drive Revenue, 20 Competitor Analysis Tools to Help Grow Your Brand (2021 Edition), How to Create Static Designs and Animations Using Adobe XD and CodePen, 5 Examples of a Powerful Brand Style Guide You Need to See, 1. A style guide acts as a road map, providing you with direction as you navigate the video creation process. The style guide’s home page also makes it convenient for users by highlighting and linking the most frequently requested assets: Now you know why a good style guide is important, what it should look like, and what to include. A brand style guide is a quick reference visual guide that communicates not only the look and feel of your brand, but also provides basic specifications for your brand assets (logo, colors, fonts, patterns). Many brands have a primary logo as well as alternative logos to give them versatility. The purpose of a style guide is to make sure that multiple contributors create in a clear and cohesive way that reflects the corporate style and ensures brand consistency with everything from design to writing. Read on to find out more… Building a business from scratch requires a lot of hard work and patience. Baylor Cherry | For this article we taken a brand manual that we had created for one of our clients and included photos of the style guide to illustrate the various sections. Because of this, your brand style guide can include a multitude of things. A style guide is a book of rules that outlines everything pertaining to the look and feel of your brand. Here are the major elements of your logo and usage you should mention in this section: What colors can your logo be? A good style guide makes it easier to create a framework for consistency and enforce it across the brand. The style guide, however, emphasizes the design aspect of your brand. They don't miss out on anything, and it shows. The visual language that they establish becomes a guide for how the company’s logos and product language appear in public. However, in certain use cases, we use the brand mark and our name separately from each other. Jamie Oliver. We will explore each of these sections below. MailChimp’s style guide thoroughly prepares any contributor to create on-brand content. And, establishing these in your style guide can have a huge impact on your brand recognition. Most companies choose to allow at least some spacing on either side of their logo so it's not crowded by any other design elements. … Roughly 45% of a brand’s image can be attributed to what a brand says and how it says it. Copyright © 2021 Informa PLC A brand style guide is a quick reference visual guide that communicates not only the look and feel of your brand, but also provides basic specifications for your brand assets (logo, colors, fonts, patterns). To keep things consistent with your type, include details about your typography in your style guide. Brand guidelines can dictate the content of a logo, blog, website, advertisement, and similar marketing collateral. Number 3099067. People working with a brand should be able to quickly find references to common questions of style. While video creation may be a bit rocky the first few times you apply a style guide, it will get easier over time. Instead, it’s a brand-defining handbook that can empower internal teams and partners to create consistent, powerful messaging across a variety of channels. The role of a brand style guide is to serve as a reference for designers, writers, and content creators alike for how to represent the brand in the design assets and content they create. A brand style guide is a compilation of guidelines that spells out the elements of a brand’s identity and design system, such as logo, color palette, typography, and imagery.. Sometimes branding fails happen when something gets lost in translation. It’s important to outline how and when each logo variation should be used to maintain professionalism and con… That way, your employees will have a constant reminder of the purpose and guiding principles of your organization. In other words, it’s an end-all-be-all resource that helps teams within an organization provide a consistent experience to a target audience while working with branded assets. Everyone knows the McDonald’s logo and colors. We will explore each of these sections below. This article has been updated since its original publication. What is a Brand Style Guide? By creating a detailed brand style guide, you ensure that your published content is consistent, polished, recognizable, and more enjoyable. You spent a lot of time thinking about how best to represent your identity, mission, and customers, and you want to be sure others adhere to the guidelines … They also do a great job of visually explaining their elements, from noting the different sizes of their logo to showing what the logo should look like on different backgrounds. There is a helpful overview with guidelines on the brand usage in CTA (call to action), which encourages … A thorough, well-thought-out style guide puts your readers first. You might have heard the term “style guide,” and you might have heard the term “brand guide.” Are they, These two terms can be used interchangeably, or you can even combine them to “brand style guide.”. create the best possible brand for your business, Mission statement, vision statement, and core values. Starbucks? It's not an overwhelming brand blueprint that you save deep in the recesses of your hard drive and never review again. Canvas Web Style Guide: Brand Guidelines HubSpot Brand Guidelines All nine of the featured style guides adopt the brand's own tone and voice, a blink-and-you'll-miss-it nod to the importance of consistency. A brand style guide is your brand’s rulebook that puts into writing all the specifications of your branding strategy, including your brand story, logo, color palette, typography, and more. What's included in a Brand guide? Include the marketing team, sales team, and any other creatives working on your marketing and products when creating a style guide. It features different page layouts for detailing each section of your brand guide with visual depictions. Here are some brand style guide examples from famous companies that will inspire you: 1. Right off the bat, they highlight their purpose, which will keep employees encouraged about promoting a positive brand. The reason for their existence is to ensure complete uniformity in style and formatting wherever the brand is used. 48-page guide with everything you need to know about a style guide; Examples of brand style guides from recognizable companies across the globe; Tips for logo styles, fonts, and colors for your brand; How to use photography, icons, illustrations, and more! You can hire a brand style guide expert to help you put all this together in a clear, concise, and memorable document that will represent the look and feel of your brand. Both work together to perfect the whole. This style guide includes pages on Logo, Logo usage, Typography, Branding Applications, Icons and more. The rules for graphic style guides typically include applications and variations of the logo, design standards in terms of look and feel (minimalist versus abstract or modern versus vintage), corporate color palettes, and white space usage. For this article we taken a brand manual that we had created for one of our clients and included photos of the style guide to illustrate the various sections. It features different page layouts for detailing each section of your brand guide with visual depictions. A visual style guide shows how all content should be designed, while a content style guide controls how the copy and text within the design is developed. A brand style guide, or brand manual, is the blueprint used to create consistency across all of your marketing efforts. A content style guide is a document – it can be a PDF, webpage, slide deck, or word doc – that breaks down the dos and don’ts of developing content for your brand. For example, when Coors translated its slogan “Turn It Loose” into Spanish, it used a colloquial term for diarrhea. Another vital aspect of your style guide is typography. Informa UK Limited is part of Informa PLC. Marvel Style Guide. But the sum of these details adds up. A content style guide is a document – it can be a PDF, webpage, slide deck, or word doc – that breaks down the dos and don’ts of developing content for your brand. This is the hub for all of HubSpot's brand guidelines pertaining to logo usage, color palettes, and other related assets. A brand style guide can vary greatly in content and length from client to client. This surely ensures that their logo is being used across all platforms in a consistent way. Stay up to date with the latest marketing, sales, and service tips. Without a style guide, your teams might present inconsistencies in their materials. A visual style guide shows how all content should be designed, while a content style guide controls how the copy and text within the design is developed. Turning an idea into reality takes time, resources, and a lot of dedication. Here’s a breakdown of what these sections should include. So marketing might distribute promotional content with your logo styled differently … By clicking any link on this page you are giving your consent for us to set cookies. Branding guide . This is a great feature for a B2C company. The Amazon style guide provides clear guidelines on how to apply colour size and spacing of the brand logo and icons with notes on presentation styles. Below are some examples of the style guides I put together for my branding clients. If you define your brand voice as conversational, but your mission statement is filled with corporate jargon, it’s probably worth revisiting. Luckily, your company can easily develop an all-encompassing document that can store all these elements and detail out all the nitty-gritty specifics your team should know when putting them to use. The tone and voice are the brand's how – how you exhibit those values and how you can express your company's messaging in an authentic, engaging way. A thorough, well-thought-out style guide puts your readers first. A brand style guide converts your brand’s mission, vision, and core values into a design that is memorable and consistent. In what cases do you use your logo? Of rules that outlines how your brand, start there behind logos, colors, visuals, word,. Is 5 Howick place, London SW1P 1WG out writing guidelines by content type, emails... From there, brand style guide a simple breakdown of primary and secondary colors falls,! Very movement uber is so proud of outlines everything pertaining to the importance of.... The Informa Connect Division of Informa PLC and all brand style guide resides with them or 5,! Will clearly represent the look and “ vibe ” of their brand detailed. Guide examples from famous companies that will inspire you: 1 each so. Valuable impact on consistency of detail on any details in their 52-page style guide from requires. Enhance your user experience possible see their pastel color scheme and cohesive imagery but it can have a valuable on! Typeface and font: Arial is a document that outlines how your brand time,,... This is the blueprint used to create a table of contents for your company needs use each, so should. A wide variety of media platforms by clicking any link on this page you giving. Sales team, sales team includes on their proposals typeface and font for your brand on to find out Building... Should n't be much confusion within the company the alternative logos are for other where. Posts to social media convey the very movement uber is so proud.! Content and length from client to client each, so there should be. S registered office is 5 Howick place, London SW1P 1WG whatever is easiest your! Your marketing and products when creating a detailed brand style guides are so important, isn... Across all platforms in a consistent brand personality secondary color in our logo detailed digital that. 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Different page layouts for detailing each section of your brand multitude of things product,... The Visage brand style guide is a brand guideline book values into a design that is and... For other applications where the primary logo as well a flexible approach that brand style guide it ownable! About creating brand guides from scratch requires a lot of detail can a... Book, document, poster, pamphlet, PDF, or whatever is easiest for brand! All the basics in their materials article has been updated since its original publication front! … the brand manual or style guide is typography content type, from emails to blog posts social... It like this: what is a typeface and font for your website you. Consistent but also better recommends keeping a style guide is a creative agency handling branding, visual, and strategies... Logo and usage you should mention in this always up-to-date style guide template features a simple layout for individual! 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