Brand guidelines
A document defining how a brand should look and sound - logo use, colours, typography, tone of voice - so it stays consistent everywhere.
For example, an agency delivers brand guidelines covering logo spacing, the colour palette, fonts and voice. Whoever creates for the brand next - in-house or another agency - can keep it consistent without guessing.
Why it matters to agencies: brand guidelines are a high-value deliverable that protects the work after the agency hands it over, and a natural anchor for ongoing or retainer work. Clear guidelines reduce revisions, keep quality consistent, and make the brand easy to extend - including under white-label delivery.
What brand guidelines cover
- Logo usage and spacing
- Colour palette
- Typography
- Imagery and iconography style
- Tone of voice
- Dos and don'ts, with examples
What are brand guidelines?
A document defining how a brand should look and sound - logo use, colours, typography, tone of voice - so it stays consistent everywhere.
What do brand guidelines include?
Logo usage, colour palette, typography, imagery style and tone of voice - the rules that keep a brand consistent across everything.
Why are brand guidelines important?
They keep a brand consistent across teams and channels, reduce revisions, and protect the work after the agency hands it over.
Are brand guidelines a one-off or ongoing deliverable?
Often delivered once, but they anchor ongoing work - many agencies maintain and extend them under a retainer.