Brand Guidelines

Instructions

1. Audit Your Current Brand (or Start from Scratch)

If you have existing brand guidelines:

• Gather your brand document, design system, or style guide (PDF, Figma, wiki, etc.)
• Extract the following elements:
  • Color palette (primary, accent, neutrals, with hex codes)
  • Typography (heading font, body font, sizes, weights, line heights)
  • Logo (primary version, secondary version, clear-space rules, size minimums)
  • Spacing and grid rules (margins, padding, column widths)
  • Imagery style (photography style, illustrations, filters, tone)
  • Voice and tone (formal vs. casual, active voice, key phrases, what to avoid)
  • Component library (buttons, cards, tables, headers, etc., if available)

If you don't have guidelines:

• Answer these foundational questions:
  • What's your industry/category? (e.g., fintech, SaaS, nonprofit, enterprise)
  • What's your positioning? (e.g., "accessible & friendly" vs. "premium & serious" vs. "innovative & cutting-edge")
  • Who's your audience? (e.g., executives, engineers, consumers, creators)
  • What 3 adjectives describe your brand? (e.g., "trustworthy, innovative, human" or "bold, playful, inclusive")
  • What colors feel right? Pick 2-3 colors that resonate with your positioning
  • What's your tone? How do you talk? (formal, conversational, technical, approachable, inspiring)

2. Map Brand Elements to Artifact Types

Different artifacts need different emphasis:

3. Create Your Brand Toolkit

Assemble the pieces you'll reuse:

Color Palette:

Primary Color: [hex code] (use for CTAs, key highlights, primary buttons)
Secondary Color: [hex code] (use for supporting elements, accents)
Accent Color: [hex code] (use sparingly for alerts, callouts, emphasis)
Neutral Light: #FFFFFF or [off-white hex]
Neutral Dark: #1a1a1a or [dark gray hex]
Supporting Neutrals: [2-3 grays for body text, dividers, backgrounds]
Data Colors: [5-7 colors for charts/graphs if applicable]

Typography:

Heading Font: [Font Name] (family: sans-serif/serif, weights: Bold, SemiBold)
  - H1 (largest): [size]pt, [weight], [line-height], [color]
  - H2: [size]pt, [weight], [line-height], [color]
  - H3: [size]pt, [weight], [line-height], [color]
Body Font: [Font Name] (family: sans-serif/serif, weights: Regular, Medium)
  - Body text: [size]pt, [weight], [line-height], [color]
  - Labels/small text: [size]pt, [weight], [line-height], [color]

Logo:

• Primary version (full logo with text) for general use
• Icon-only version (mark only) for small spaces, favicons, avatars
• Clear-space rule: minimum [Xpx] of breathing room around logo
• Minimum size: [Xpx] wide (below this, use icon version)
• Do not: stretch, rotate, change colors, add effects, use on busy backgrounds

Voice and Tone:

• Formal: Active voice, avoid contractions, precise language (e.g., "not isn't")
• Conversational: Use contractions, second-person "you," personality
• Technical: Precise terminology, avoid jargon unless audience is technical, explain concepts clearly
• Approachable: Friendly but not cutesy, relatable examples, acknowledge user needs
• Examples of your voice: [3-5 sentence examples that show how you talk]
• Avoid: [3-5 things you never say or do in brand messaging]

4. Apply to Your Artifact: Start with Structure

Choose your artifact type. Create a wireframe or outline first:

• Presentations: Define slide template (title, content, section breaks, footer)
• Documents: Define layout (headers, margins, column widths, callout styles)
• Reports: Define sections (title page, TOC, section headers, metrics/visualization areas)
• Dashboards: Define card layouts, metric displays, color-coding for status

Ensure white space and hierarchy are clear before adding content.

5. Apply Colors Purposefully

Avoid the "rainbow" trap (using all colors equally). Instead:

• Use primary color for: main CTAs, key headlines, brand emphasis
• Use secondary color for: supporting elements, secondary CTAs, section dividers
• Use accent color sparingly: alerts, important callouts, data highlighting
• Use neutrals for: body text, backgrounds, dividers, supporting text
• Use data colors consistently: same color for same categories across all charts

For charts and data: ensure color-blind friendly palettes (avoid red/green without additional distinction).

6. Apply Typography Hierarchically

Don't skip heading levels. Create clear visual distinction:

• Highest level (H1): Largest, boldest, most color emphasis (e.g., deck title, document title)
• Section headers (H2): Medium size, slightly less emphasis, consistent color (usually primary or neutral dark)
• Sub-headers (H3): Smaller, lighter weight, same family, clear distinction from H2
• Body text: Most readable size (typically 10-14pt), neutral color (dark gray or black), generous line-height (1.4-1.6)
• Captions/labels: Small, lighter weight, secondary color or neutral gray

Test readability: print your artifact at actual size and stand 3 feet away. Can you still read the hierarchy?

7. Lock Down Spacing and Layout

Consistent spacing builds visual rhythm. Define your grid:

• Margins: All sides [Xpx] or [Xcm] (e.g., 1 inch on all sides for documents, 0.5 inch for slides)
• Padding inside boxes/cards: [Xpx] (e.g., 16px inside a callout box)
• Space between sections: [Xpx] (e.g., 32px between major sections)
• Space between elements within a section: [Xpx] (e.g., 12px between list items)

Use a consistent grid (e.g., 8px or 12px) so all spacing is a multiple of your base unit.

8. Apply Logo and Visual Identity

• Documents: Logo in header (top left or center), small size (0.5-1 inch wide)
• Presentations: Logo on title slide (prominent), footer on all other slides (small, bottom right)
• Reports: Logo on cover page and header/footer of each page
• Dashboards: Logo in top-left corner (small) or omit if space is constrained

For imagery (if applicable):

• Use consistent photography style (if it's portraits, all portraits; if it's lifestyle, all lifestyle; if it's abstract, all abstract)
• Apply consistent filters or tone (if moody, all moody; if bright, all bright)
• Ensure images support your positioning and tone

9. Ensure Tone is Consistent

Review your copy:

• Are headers in active voice and action-oriented?
• Are you using your defined voice (formal, conversational, etc.)?
• Are you avoiding jargon (unless audience is technical)?
• Are you using second-person ("you") when appropriate?
• Do key phrases match your brand voice examples?

Rewrite anything that feels off-brand.

10. Audit and Iterate

Before finalizing:

• Print or view at actual size (not just on screen)
• Check all headings for readability and hierarchy
• Ensure color contrast meets accessibility standards (AA or AAA)
• Verify logo placement and sizing
• Confirm spacing is consistent throughout
• Get feedback from someone who knows your brand; do they recognize it?
• Take a screenshot and compare side-by-side with other branded artifacts; does it match?

Fix any inconsistencies before sharing.

Output Format

Brand Toolkit (to save and reuse)

# [Company Name] Brand Guidelines

## Color Palette

**Primary Color:** [Name] #[HEX]
- Use for: Main CTAs, key headlines, brand emphasis
- CMYK: [values] | RGB: [values]

**Secondary Color:** [Name] #[HEX]
- Use for: Supporting elements, secondary CTAs, section dividers
- CMYK: [values] | RGB: [values]

**Accent Color:** [Name] #[HEX]
- Use for: Alerts, callouts, important data highlighting
- CMYK: [values] | RGB: [values]

**Neutrals:**
- Light Background: #[HEX] (name: [e.g., Off-White])
- Body Text: #[HEX] (name: [e.g., Dark Gray])
- Supporting Gray: #[HEX]

## Typography

**Headings:** [Font Name] ([font-family])
- H1: [Size]pt, [Weight], Line Height [X], Color: [color]
- H2: [Size]pt, [Weight], Line Height [X], Color: [color]
- H3: [Size]pt, [Weight], Line Height [X], Color: [color]

**Body:** [Font Name] ([font-family])
- Standard: [Size]pt, Regular, Line Height [X], Color: #[HEX]
- Small/Caption: [Size]pt, Regular, Color: #[HEX]

*Example heading:* **H2 example text in your heading font**
*Example body:* This is an example of your body font at standard reading size.

## Logo Usage

**Primary Logo:** [Filename or description]
- Use when: Horizontal space available, professional context
- Clear space: [Xpx] minimum on all sides
- Minimum width: [Xpx]

**Icon Logo (Mark Only):** [Filename or description]
- Use when: Small spaces, favicons, app icons, social media avatars
- Minimum size: [Xpx]

**Don'ts:**
- Do not stretch or distort
- Do not change colors
- Do not rotate
- Do not add effects or shadows

## Voice and Tone

We talk like [3 adjectives]: [e.g., "friendly, expert, action-oriented"].

**Our voice:**
[Provide 3-5 sentences that exemplify how you talk. E.g., "We use active voice and second-person pronouns. We explain complex ideas simply. We're optimistic but not cheesy. We use contractions."]

**Avoid:**
- [e.g., Corporate jargon and passive voice]
- [e.g., Overly casual slang]
- [e.g., Negative framing]

## Application Guidelines

| Artifact | Primary Color Use | Typography | Logo | Spacing |
|---|---|---|---|---|
| Presentation | Section dividers, CTAs | H1 on title slide, H2 for sections | Title slide + footer | 1 inch margins, 0.5 inch between sections |
| Document/Report | Headers, callouts | H1 for doc title, H2 for sections, body 11pt | Header or letterhead | 1 inch margins, 12pt between sections |
| Dashboard | Data highlights, status | H2 for section titles, small labels | Corner (optional) | 16px card padding |
| Email | CTA button, accent text | Subject line bold, body 12pt | Signature | Standard email margins |

---

Last Updated: [Date]
Contact: [Brand Manager Email]

Application Checklist (for any artifact)

# Brand Application Checklist

## Colors
- [ ] Primary color used for main CTAs and key emphasis
- [ ] Secondary color used for supporting elements
- [ ] Neutral text is dark enough to meet WCAG AA contrast standards
- [ ] Color palette is consistent with other branded artifacts
- [ ] No unexpected colors introduced (rainbow effect avoided)

## Typography
- [ ] H1 is used for main title only
- [ ] H2 and H3 follow logical hierarchy
- [ ] Body text is in approved font and size (readable at intended size)
- [ ] All fonts are from approved list (no random substitutions)
- [ ] Line heights are generous (1.4-1.6 for body, more for headers)

## Logo
- [ ] Logo is present (and sized appropriately for artifact type)
- [ ] Logo has adequate clear space around it
- [ ] Logo is not stretched, rotated, or color-modified
- [ ] Logo is high resolution (not pixelated)

## Layout and Spacing
- [ ] Margins are consistent (e.g., 1 inch on all sides)
- [ ] White space is adequate (not cramped, not empty)
- [ ] Section spacing is consistent throughout
- [ ] Grid is visible and organized (no random positioning)

## Voice and Tone
- [ ] Copy is in active voice
- [ ] No jargon that audience wouldn't understand
- [ ] Key phrases match brand voice examples
- [ ] Tone is consistent with audience and context
- [ ] Headers are action-oriented and clear

## Overall
- [ ] Artifact is recognizable as part of [Company Name] brand
- [ ] Artifact matches other recent branded work
- [ ] Artifact will be readable when printed or viewed at actual size
- [ ] No accessibility issues (contrast, text size, color-blind friendly)

Example

Input:

• Company: TechForce (fintech startup)
• Positioning: "Banking made simple for small businesses"
• Audience: Small business owners (non-technical)
• Brand: Friendly, expert, action-oriented. Color: Navy blue (primary), Teal (secondary), Orange (accent)

Artifact: Monthly company update presentation (12 slides)

Output: Branded Presentation with Guidelines Applied

---