Basic Brand Standards – Why having a basic brand style guide ensures your logo and the other elements which compose your visual identity will be presented in the proper way. These standards will instruct employees and designers how to communicate your company’s visual identity accurately.


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There are 3 main elements generally
included in a brand standards style guide…

1. Fonts

Your style guide should include a typography palette showing what typefaces are acceptable and could also include guidelines for additional styling, sizing and use of color. The typeface(s) shown should set the tone for your brand.

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2. Colors

Your style guide should include a defined color palette. Including color breakdowns for CMYK, RGB, and HEX, along with Pantone color codes for each acceptable color will ensure all bases are covered when it comes to work for both print and web. This color palette can be one of the most important aspects of the guide.

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3. Logo Usage

Setting a minimum size, placement and alteration standards, along with surrounding white space is key to keeping the logos integrity across multiple platforms.

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CLICK HERE to view a complete style guide recently created by us, here at Digital Canvas.


Your brand style guide should be used as a starting place which will allow designers room for creativity while representing your brand in a specific and unified way. The above mentioned elements are just the basics. There are many other style standards that can be added once you have the basics outlined.

More detailed guides can also include…

  • Brand history and vision
  • Photography and image style
  • Example layouts for print and web-based projects
  • Writing style and voice
  • Social media guidelines
  • Visual examples of proper and improper use

CLICK HERE to see an example of a detailed style guide for Nike Football.