[Brand Name] Brand Guidelines

Version: [1.0] Last updated: [Date] Owner: [Name / team]

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1. Brand story & values

Who we are: [One or two sentences on what the brand is and who it serves.]

What we believe: [The core belief or mission that drives the brand.]

Our promise: [The single promise every customer should feel you keep.]

Our values

• [Value 1] — [what it means in practice]
• [Value 2] — [what it means in practice]
• [Value 3] — [what it means in practice]

In a sentence: [A one-line summary a stranger could repeat back accurately.]

2. Logo usage

Primary logo: [Describe the main logo and where the file lives.] Variations: [Stacked / horizontal / icon-only — when to use each.] Clear space: [Minimum space around the logo, e.g. equal to the height of the icon.] Minimum size: [Smallest the logo may appear, e.g. 24px tall on screen.] Approved colour versions: [Full colour, single colour, reversed on dark.]

Do

• [Use the supplied logo files without alteration]
• [Keep the clear space around it]
• [Use the reversed version on dark backgrounds]

Don't

• [Stretch, squash, or rotate the logo]
• [Recolour it outside the approved versions]
• [Add effects, outlines, or drop shadows]
• [Place it on a busy background with poor contrast]

3. Colour palette

Colour name	Use	Hex
[Primary]	[Main brand colour — buttons, key accents]	[#______]
[Secondary]	[Support and highlights]	[#______]
[Neutral dark]	[Body text, headings]	[#______]
[Neutral light]	[Backgrounds, surfaces]	[#______]
[Accent]	[Sparingly — alerts, calls to action]	[#______]

Usage: [Which colours lead, which support, and any pairings to avoid.]

4. Typography

Headings: [Typeface, weight, and example sizes.] Body: [Typeface, weight, and base size / line height.] Accent / UI: [Optional third face for labels or numbers.] Web fallbacks: [System fallback stack if brand fonts fail to load.]

Hierarchy: [How H1 / H2 / body / caption relate in size and weight.]

5. Voice & tone

Voice (always): [3–4 adjectives, each with a one-line meaning.]

Tone (flexes): [How the tone shifts between, e.g., marketing, support, and error messages.]

We say: [words and phrases you favour] We avoid: [jargon and clichés you ban]

Before / after

• Before: [a flat or off-brand sentence]
• After: [the same idea, on brand]

6. Imagery & graphics

Photography: [Style, subjects, lighting, and mood you want.] Illustration / icons: [Style, line weight, colour use.] Patterns / graphics: [Any signature shapes or textures.]

Avoid: [Stock-photo clichés, clashing filters, busy or low-contrast backgrounds.]

7. Examples in use

[Show one or two real applications — a social post, a packaging mockup, an email header — that put the rules above together so people can see the brand done right.]

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Notes

• Keep the live version of this document where everyone can find it.
• Ship the logo files, colour swatches, and fonts alongside these guidelines.
• Review at least once a year and whenever the brand or product line changes.