Once a visual identity has been established, rules are defined and documented in a brand style guide. Each company refers to this guide by a different name: brand style manual, visual identity book, brand style guide, etc. It all boils down to the same thing: the rules that must be followed to ensure a consistent implementation of the identity are set forth in this document.
What’s important with a corporate identity or visual identity is that it’s applied consistently, which increases brand recognition. The brand style guide helps the designer, the DTP specialist, or, for example, someone employed by the company who works with templates, to determine how a product should look. For instance, small businesses benefit from a brand style guide when they want to design a flyer on their own. But large companies—and often large companies in particular—also benefit from a corporate identity manual: multiple people work on the company’s image and identity, so the guidelines must be strictly followed. A brand style guide also often outlines the tone of voice to be used and the company’s core values. So, in essence, the brand style guide is at the heart of a company’s communication.
At Studio Piranha, we have a number of must-haves in our brand style guides. This applies to the guides we create ourselves, as well as to the manuals we receive from our clients.
Must-Have 1: Logo
This goes without saying, of course. In our manuals, we outline how the logo may and may not be used. A logo often comes in several variations—such as different colors and black-and-white versions, or horizontal and vertical versions. Each logo is intended for a specific type of use. In the first chapter, we set out the guidelines for its use.
Must-Have 2: Colors and Color Codes
The use of color is very important in visual identity. There are often primary colors and secondary colors. These secondary colors are used as accent colors. It is therefore essential to specify exactly when these colors are to be used. Otherwise, it becomes a jumble of different colors, which does not help with brand recognition.
In our brand guidelines, we always include the Hex (for websites) color codes, the RGB (for screens) color codes, and the CMYK (for print) codes. This ensures that the correct color code is available for every application. In some cases, it’s also necessary to use Pantone colors. These can be provided upon request.
Must-Have 3: Typography
Just as with color usage, there is often a primary and a secondary font. Often, there is one font for headings and another for body text. Sometimes multiple fonts are used. Therefore, it’s important to clearly specify when to use which font. It’s also sometimes necessary to use so-called “safe” fonts—fonts that are available on both Mac and Windows computers. These are also known as fallback fonts.
Must-Have 4: Photography and/or Illustrations
A visual identity is supported by images, such as illustrations and/or icons. A brand style guide specifies which photographs are to be used and also outlines which photographs are not appropriate. Often, a specific style is chosen for the photography.
Each chapter often lists what is and isn’t allowed. So it not only describes what already exists, but also identifies what possibilities there are and what is not allowed.
A brand style guide can be as detailed or as concise as the designer chooses. Sometimes it simply specifies a typeface, while other guides describe the font, weight, and line spacing in detail. You can make it as elaborate as you want!
Do you already have a brand style guide?
Would you like a brand guide for your visual identity, or would you like advice on branding? Hit us up! Have you checked out our playground yet?
