Style guides are important because you want your brand to look identical across all platforms. You also might have people leave your company, who created something from scratch, and now you have no idea what the specs are to stay consistent. Same is true if you use freelancers. A style guide is a set of rules that dictate what is allowed when marketing your brand. Here’s a quick guide on how to create your own style guide.

Logo

Start with your logo. Write down what size and positioning your logo should be when posting on social media, your website, print collateral or any other marketing material. Also write down what colors are allowed and what it should look like on a dark or light background. Write the actual Pantone, RGB, CMYK, and HEX numbers for those colors. You will also want to state how your logo can and can’t be placed. i.e.: Never put the logo on a slant. Prepare guidelines of what isn’t allowed as well.

Color Palette

Make sure your color palette is consistent. As I mentioned with your logo, same is true for your website, social media, print collateral or other marketing material. Lay out your color palette with strict color guidelines of primary and secondary colors. Make sure you create a chart of what colors are allowed for what object. Try to match colors across mediums. Your website will use RGB values and your print vendor will use CMYK. Work with your team so they are color matched.

Typography

Next is typography. Pick fonts that you will use across all of your marketing and match your tone or company culture. If you are a law firm, don’t pick loud jungle-like fonts. Stick with professional bold or classic fonts.

Icons

Create icons that are unique to your brand. This will help you stand out from other brands. It will also help your clients remember you better and it will resonate with them in the future.

Video and Photgraphy

Find a videographer and photographer who matches your style and can shoot and edit. Make sure they understand you image and brand. Create content that uses your company font and colors. Video and photos should also be branded, consistent and follow the same rules.

Voice

Don’t forget about your voice and tone. If you are a surf company you might allow more laid-back slang terms, and if you are a high-end retailer, you might want to keep your voice more “Lux” like.

At the end of the day, your style guide is whatever you choose to make it. It can be short and simple or can be as long as a novel.  Write your own style guide or hire a professional to create one for you.

For examples of professional style guides, check out this Hubspot article: https://blog.hubspot.com/marketing/examples-brand-style-guides

INKcorporated Designs is a Creative Solution Agency based in Bucks County, right outside of Philadelphia, PA. We specialize in professional graphic design services and also offer other creative solutions. For more information visit: INKcorporatedDesigns.com.