Brand Guidelines: What Should They Include?

Brand guidelines serve as the reference document that sets rules for using a company\'s visual identity. They prevent inconsistency across touchpoints and simplify the work of anyone creating content for the brand.

Essential elements of complete guidelines

Comprehensive guidelines typically specify different logo versions (color, monochrome, on light and dark backgrounds), exact color codes (RGB, CMYK, hex), primary and secondary typefaces, spacing rules, and approved/prohibited uses. They also detail what not to do—logo distortion, unapproved colors, and other violations.

Concrete examples prevent mistakes

Strong guidelines don\'t just list abstract rules: they show correct and incorrect applications across formats (social media, stationery, signage). These examples help external partners like printers or agencies apply the identity correctly without consulting the designer on every question.

Who produces this document

The designer responsible for logo and identity creation typically delivers brand guidelines at project conclusion. Find more details in our complete visual identity guide, or check the logo design category for examples. If you need a designer to create this, logo design missions let you gather multiple quotes.

Keeping guidelines alive over time

Brand guidelines should be a living document, updated when new touchpoints emerge (mobile app, packaging, retail signage). They remain stable in fundamentals—this stability builds brand recognition long-term.