Brand Guidelines Skill

Overview

This skill guides the creation of comprehensive brand guidelines that ensure consistency across all brand touchpoints. A strong brand guideline document serves as the single source of truth for brand expression.

When to Use

• Establishing new brand identity

• Documenting existing brand standards

• Creating style guides for teams

• Ensuring brand consistency across materials

• Onboarding designers and content creators

• Rebranding projects

Quick Start

• Define brand foundation (mission, vision, values, personality)

• Document visual identity (logo, colors, typography)

• Establish voice and tone (writing style, tone variations)

• Create usage examples (do's and don'ts)

• Compile assets (logos, fonts, templates)

[Brand Name] Brand Guidelines

Brand Foundation

• Mission: [Why we exist]
• Vision: [Future state we aim to create]
• Values: [3-5 core values]
• Personality: Confident not arrogant, Expert not elitist

Visual Identity

• Primary Color: #[HEX] (Pantone [XXX])
• Primary Font: [Font Name] for headings
• Logo Usage: Minimum clear space = logo height

Voice

• Clear, not clever
• Confident, not arrogant
• Human, not robotic

Brand Guidelines Structure

Complete Guidelines Template

[Brand Name] Brand Guidelines

Version: 1.0 Last Updated: [Date] Contact: [Brand Team Contact]

Table of Contents

1. Brand Foundation
2. Logo Usage
3. Color System
4. Typography
5. Imagery & Photography
6. Voice & Tone
7. Applications
8. Do's and Don'ts

1. Brand Foundation

Mission Statement

Our Mission

[One sentence that captures why the brand exists]

Example: "To empower every person and every organization on the planet to achieve more."

Vision Statement

Our Vision

[One sentence describing the future state the brand aims to create]

Example: "A world where technology adapts to people, not the other way around."

Brand Values

Our Values

[Value 1]: [One Word]

[2-3 sentences explaining what this means in practice]

[Value 2]: [One Word]

[2-3 sentences explaining what this means in practice]

[Value 3]: [One Word]

[2-3 sentences explaining what this means in practice]

Brand Personality

Brand Personality

Our brand is:

• [Trait 1] not [opposite]
• [Trait 2] not [opposite]
• [Trait 3] not [opposite]
• [Trait 4] not [opposite]

Example:

• Confident not arrogant
• Innovative not reckless
• Approachable not casual
• Expert not elitist

2. Logo Usage

Primary Logo

Logo

Primary Logo

[Image of primary logo]

The primary logo should be used in most applications. It includes the full wordmark and icon.

Logo Variations

• Full color: For light backgrounds
• Reversed: For dark backgrounds
• Monochrome: For single-color applications
• Icon only: For small spaces and favicons

Clear Space

Maintain minimum clear space equal to [X] around all sides of the logo. [Diagram showing clear space]

Minimum Size

• Print: Minimum width of [X] inches
• Digital: Minimum width of [X] pixels

Logo Don'ts

Logo Misuse

Never:

• Stretch or distort the logo
• Change logo colors
• Add effects (shadows, outlines, gradients)
• Rotate the logo
• Place on busy backgrounds
• Recreate or modify the logo
• Use outdated versions

[Include visual examples of each misuse]

3. Color System

Color Palette Definition

Color Palette

Primary Colors

[Primary Color Name]

The primary brand color used for key brand elements.

Usage: Logos, primary buttons, key headlines

[Secondary Color Name]

Supporting color for accents and variety.

Usage: Secondary buttons, icons, accents

Neutral Colors

[Neutral 1]

Usage: Body text, backgrounds

[Continue for each neutral shade]

Semantic Colors

Color Ratios

Color Usage Ratios

For balanced brand expression:

• Primary color: 60% of visual space
• Secondary color: 30% of visual space
• Accent color: 10% of visual space

Accessibility

All color combinations must meet WCAG 2.1 AA standards:

• Normal text: 4.5:1 contrast ratio minimum
• Large text: 3:1 contrast ratio minimum
• UI components: 3:1 contrast ratio minimum

4. Typography

Type System

Typography

Primary Typeface: [Font Name]

Usage: Headlines, titles, key messaging Weights available: Light, Regular, Medium, Bold, Black License: [License type and restrictions]

Fallback stack: [Primary], [System fallback], sans-serif

Secondary Typeface: [Font Name]

Usage: Body copy, long-form content Weights available: Regular, Italic, Bold, Bold Italic License: [License type and restrictions]

Fallback stack: [Secondary], [System fallback], serif

Monospace Typeface: [Font Name]

Usage: Code, technical content Fallback stack: [Mono], Menlo, monospace

Type Scale

Type Scale

5. Imagery & Photography

Photography Style

Photography Guidelines

Style Attributes

• Lighting: Natural, warm, authentic
• Composition: Rule of thirds, breathing room
• Color treatment: Slightly desaturated, warm tones
• Subjects: Real people in genuine moments

Photography Do's

[check] Show diverse, authentic people [check] Capture genuine emotions [check] Use natural lighting when possible [check] Include environmental context [check] Maintain consistent color treatment

Photography Don'ts

[X] Overly staged or stock-looking images [X] Heavy filters or effects [X] Isolated subjects on white backgrounds [X] Outdated technology or fashion [X] Images that could be any brand

Illustration Style

Illustration Guidelines

Style Characteristics

• Line weight: [X]px consistent stroke
• Corners: [Rounded/Sharp]
• Colors: Limited to brand palette
• Detail level: [Minimal/Moderate/Detailed]
• Perspective: [Flat/Isometric/3D]

Icon Style

• Grid: [X]px x [X]px
• Stroke: [X]px
• Corners: [X]px radius
• Style: [Outlined/Filled/Duotone]

6. Voice & Tone

Brand Voice

Voice & Tone

Our Voice

We speak with one voice that is:

[Voice Attribute 1]: [e.g., Clear]

• We use plain language
• We avoid jargon and buzzwords
• We explain complex ideas simply

Example:

• [check] "Connect your accounts in 3 steps"
• "Leverage our seamless integration capabilities"

[Voice Attribute 2]: [e.g., Confident]

• We know our value
• We make direct statements
• We avoid hedging language

Example:

• [check] "The best way to manage your finances"
• "We think we might be a good option"

[Voice Attribute 3]: [e.g., Human]

• We write like we speak
• We use contractions
• We show empathy

Example:

• [check] "We're here to help"
• "The company is available to assist"

Tone Variations

Tone by Context

Our tone adapts to the situation while maintaining our voice:

7. Applications

Digital Applications

Digital Applications

Website

• Primary navigation: [Font], [Size], [Color]
• Hero headlines: [Font], [Size], [Weight]
• Button style: [Specifications]
• Link color: [HEX]

Email

• Header: [Template specifications]
• Body font: [Font], [Size]
• Button color: [HEX]
• Footer: [Standard footer text]

Social Media

• Profile image: [Icon/Logo usage]
• Cover dimensions: [Platform-specific]
• Post templates: [Link to templates]
• Hashtag style: [#BrandHashtag]

Print Applications

Print Applications

Business Cards

• Size: [Standard or custom]
• Paper: [Stock, weight, finish]
• Layout: [One-sided or two-sided] [Include template/mockup]

Letterhead

• Paper: [Stock, weight]
• Logo placement: [Position]
• Margins: [Specifications] [Include template]

Presentation Templates

• Aspect ratio: [16:9 or 4:3]
• Title slide: [Layout]
• Content slides: [Layouts] [Include template link]

8. Do's and Don'ts Summary

Quick Reference: Do's and Don'ts

Do [check]

• Use approved logo files only
• Maintain minimum clear space
• Follow the color system
• Use approved fonts
• Write in brand voice
• Use authentic photography
• Check accessibility

Don't [X]

• Modify the logo
• Create new color variations
• Use unapproved fonts
• Write in passive voice
• Use stock photography cliches
• Ignore contrast requirements
• Deviate without approval

Governance

Brand Governance

Approval Process

All brand materials require approval from [Brand Team/Contact].

Requesting Exceptions

For uses not covered in these guidelines:

1. Submit request to [email]
2. Include context and mockups
3. Allow [X] business days for review

Updating Guidelines

These guidelines are updated [quarterly/annually]. Version history and changelog maintained at [location].

Questions

Contact: [Brand Team Email] Slack: #[brand-channel]

Execution Checklist

• Defined mission, vision, and values

• Documented brand personality traits

• Created logo usage guidelines with examples

• Defined complete color system with accessibility

• Established typography hierarchy

• Set photography and illustration style

• Documented voice attributes with examples

• Created tone variations by context

• Provided application examples

• Included do's and don'ts

• Established governance process

• Compiled downloadable assets

Error Handling

Common Issues

Issue: Brand inconsistency across teams

• Cause: Guidelines not accessible or unclear

• Solution: Central asset library, regular training sessions

Issue: Logo misuse

• Cause: Wrong files or unclear rules

• Solution: Provide multiple approved formats, visual misuse examples

Issue: Off-brand writing

• Cause: Voice guidelines too abstract

• Solution: Add concrete examples for each voice attribute

Issue: Color accessibility failures

• Cause: Using brand colors without checking contrast

• Solution: Pre-approved color combinations, automated checks

Metrics

Metric Target How to Measure

Brand Consistency Score

90% Quarterly audit

Asset Library Usage

80% of team Download analytics

Guideline Awareness

95% Team survey

Accessibility Compliance 100% Automated testing

Related Skills

• theme-factory - Quick color/font themes

• frontend-design - Web implementation

• internal-comms - Brand voice in communications

Version History

• 2.0.0 (2026-01-02): Upgraded to v2 template - added Quick Start, When to Use, Execution Checklist, Error Handling, Metrics sections

• 1.0.0 (2024-10-15): Initial release with complete guidelines template, logo usage, color system, typography, imagery, voice and tone, applications