Claudia Cherrington Lopez

Creating a comprehensive brand guidelines document is crucial for maintaining a consistent and cohesive brand identity. So why do many brands find themselves stalling on such a vital document for building brand voice and partnerships? Here is our checklist of the vital information and details that should be included when developing your brand guidelines documentation:

1. Brand Overview:

• Mission statement: Clearly define the purpose and mission of the brand.
• Vision statement: Outline the desired future state or aspirations of the brand 5 or 10 years down the road.
• Core values: In 3 to 7 bullets, quantify in order of importance the key values that guide the brand’s actions and decisions.

2. Logo Usage:

• Primary logo: Include the primary version of the logo, specifying its correct usage, size, and clear space requirements.
• Alternative logo variations: Present any secondary or alternative versions of the logo, such as simplified versions or variations for different backgrounds.
• Logo misuse: Highlight examples of incorrect logo usage to avoid, such as improper scaling, distortion, or unauthorized alterations.

3. Color Palette:

• Primary colors: Specify the primary brand colors along with their CMYK, RGB, and hexadecimal values (some will also include pantone.)
• Secondary colors: Provide additional colors that can be used to complement the primary palette. (Many brands will duplicate their primary brand colors but in a lighter tone.)
• Color usage guidelines: Explain how and when each color should be used, including background colors, text colors, and accent colors. (This is a great place for enforcing if certain colors represent specific brands or products.)

4. Typography:

• Font selection: Identify the primary typefaces used in the brand, including the specific font names and styles.
• Headings and subheadings: Specify font sizes, weights, and styles for various heading levels.
• Body text: Define the font style and size for body text, ensuring readability and consistency.

5. Imagery:

• Photography style: Describe the preferred photography style that aligns with the brand’s visual identity, including guidelines for subject matter, composition, and tone.
• Illustrations or icons: Specify the preferred style and usage guidelines for any custom illustrations or icons associated with the brand.

6. Voice and Tone:

• Brand voice: Define the desired tone and personality of the brand’s communication, such as friendly, professional, or authoritative.
• Writing style: Provide guidelines for grammar, punctuation, capitalization, and formatting to ensure consistency in written content.

7. Messaging and Taglines:

• Brand messaging: Summarize the key messages and value propositions that the brand wants to convey.
• Taglines and slogans: Include any taglines or slogans associated with the brand, along with their correct usage and positioning.

8. Application Examples:

• Collateral examples: Provide visual examples of the brand applied to various collateral, such as business cards, letterheads, brochures, or advertisements.
• Digital presence: Showcase examples of the brand’s application on digital platforms, including website mock-ups, social media posts, and email templates.

9. Brand Applications and Misuse:

• Stationery guidelines: Provide templates and guidelines for branded stationery items, such as letterheads, envelopes, and business cards.
• Digital media guidelines: Outline specifications for digital assets, including social media profile pictures, cover images, and email signatures.
• Brand misuse: Highlight examples of improper brand usage or common mistakes to avoid, ensuring consistency and protecting the brand’s integrity.

10. Contact Information:

• Provide contact details for the brand manager or point of contact responsible for answering questions or clarifying brand guidelines.

Remember, this checklist serves as a starting point, and the specific needs of each brand may require additional elements or details to be included in the brand guidelines document.