Branding · Brand Identity
Brand Guidelines and Brand Books
Brand guidelines are the documented rules that keep your brand consistent: how the logo, color, typography, imagery, and voice are used, and how they are not. We turn your existing identity into a clear, usable guide so anyone, in-house or external, applies the brand the same way.
Delivered asPDF brand bookFigma libraryWeb style guideDesign tokensAsset library
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What it is
What are brand guidelines?
Brand guidelines are a single document that defines how your brand is used: logo placement and clear space, the exact color values, the typefaces and type scale, imagery and iconography style, and the brand voice. The terms brand book, style guide, and brand manual all describe the same thing, a reference that lets anyone apply the brand correctly without guessing.
Guidelines matter because brands drift. As more people and vendors touch the brand, small inconsistencies pile up until it stops looking like one company, and documented rules are what hold it together. In 2026 a good guide goes beyond logo and color to cover accessibility, motion, social behavior, and how AI-generated content should and should not represent the brand.
What's included
What a brand guidelines project includes
Logo usage rulesCorrect versions, clear space, minimum sizes, and the misuses to avoid.
Color systemPrimary and secondary palettes with exact values for screen and print, plus usage ratios.
TypographyBrand typefaces, the type scale, and rules for headings, body, and web fallbacks.
Imagery and iconsThe photography, illustration, and icon style that make visuals feel on-brand.
Accessibility rulesColor-contrast and legibility standards so the brand stays usable for everyone.
Digital and motion rulesHow the brand moves and behaves on screen, including motion, social, and interface use.
AI-content rulesGuardrails for how AI tools may generate brand visuals and copy, and where they may not.
How we work
How we build your guidelines
1Audit existing assets
We gather your logo files, colors, fonts, and examples to see what already exists and what is missing.
2Define the system
We set the rules for logo, color, type, imagery, voice, accessibility, motion, and AI use.
3Draft the guide
We write and design the guidelines with clear do and do-not examples for each rule.
4Review with your team
We refine the rules against how your team and vendors actually work day to day.
5Build deliverables
We produce the brand book and, where useful, a Figma library and design tokens.
6Handoff and rollout
We deliver the files and help your people start applying the brand consistently.
Why it matters
Why documented rules matter
Guidelines turn a brand from something only its designers understand into something the whole organization can use correctly.
Consistency at scale
Every team and vendor applies the brand the same way, so it stays recognizable.
Faster work
Designers, marketers, and partners stop re-deciding the basics on every project.
A brand that lasts
Documented rules keep the identity intact as people and channels change.
Who this is best for
The right fit
Best fit when
You have an identity in place but it is applied inconsistently, or more people and vendors are touching the brand and you need one source of truth.
You might not need this
If you do not have an identity to document yet, guidelines are premature. Start with Logo Design and the wider identity work first, then document it.
FAQs
Common questions about brand guidelines
What is the difference between a style guide, a brand book, and brand guidelines?
In practice they are the same thing under different names: a document of the rules for how a brand looks, sounds, and is used. Some teams use brand book for the fuller, more narrative version and style guide for a leaner reference, but the purpose is identical. What matters is that the rules are clear, current, and easy to apply.
What goes into a set of brand guidelines?
At minimum: logo usage, color values, typography, and imagery style. A complete modern guide also covers brand voice, accessibility and contrast standards, motion and digital behavior, and rules for AI-generated content. The right depth depends on how many people apply your brand and across how many channels.
Do my guidelines really need AI, motion, and accessibility rules in 2026?
If your brand appears in interfaces, social video, or anything produced with AI tools, then yes, because those are exactly the places brands now drift. Motion rules keep animation on-brand, accessibility rules keep it usable and compliant, and AI rules stop generated content from misrepresenting you. For a small, mostly print brand, a lighter guide may be enough.
Can you deliver guidelines as a website or in Figma, not just a PDF?
A PDF brand book is the common deliverable, and we can also provide a Figma library and a web-based guide where that suits your team better. Whether a hosted guideline site and design-token handoff are included is something to confirm in scope. [verify] The right format is the one your people will actually open and use.
How long does it take to create brand guidelines?
A focused guide commonly takes a few weeks, depending on how much of your identity is already settled and how broad the rules need to be. [verify] If colors, type, and logo are finalized, the work is mainly documentation, and if they are not, we define them first. We agree the scope and timeline before starting.
We already have a logo and colors. Isn't that enough?
A logo and colors are assets, not rules, so without guidelines different people will still use them differently. The guide is what defines clear space, ratios, type pairings, voice, and the misuses to avoid, which is where consistency actually comes from. It is usually the cheapest brand investment with the widest day-to-day impact.
09Selected work
Brand identity work, from zero and rebuilt
A snapshot of new identities and redesigns. Filter by what's closest to your situation.
10In their words
What clients say
Written, audio and video stories, shown side by side so the proof is verifiable, not just quotable.
Is your brand drifting out of sync?
Get a free brand audit. We will review how consistently your brand is being applied today and map what a clear, current set of guidelines would cover, before you commit.
Get your free brand audit