A brand style guide (also called brand guidelines) is the reference document that ensures everyone who represents your brand — internally and externally — does so consistently. Without one, your brand will look and sound different everywhere it appears.
Logo usage
Your style guide should define how your logo is used: acceptable sizes, minimum spacing (clear space), approved colour variations, and prohibited uses. This prevents your logo from being stretched, recoloured, or otherwise misrepresented.
Colour palette
Document your primary, secondary, and accent colours with HEX, RGB, and CMYK values. Include guidance on when to use each colour and what combinations are approved. If you’re thinking about what makes a brand look expensive, colour consistency is one of the biggest contributing factors.
Typography
Specify your brand fonts — heading font, body font, and any accent typefaces. Include sizing hierarchy, line spacing, and guidance on what to do when brand fonts aren’t available (e.g., Google Fonts alternatives for digital use).
Photography and imagery style
Describe the tone, style, and subject matter of your brand photography. Include examples of approved images and images to avoid. This helps build a cohesive visual feel across your website, social media, and marketing materials.
Brand voice and tone
Your style guide should include guidance on how your brand writes and speaks — formal vs conversational, key phrases to use and avoid, and how tone shifts in different contexts (e.g., social media vs email). This feeds directly into your brand positioning.
