A style guide (or brand guide) should be designed to look like how you want all of your other materials to look. Don’t skimp or rush through designing the style guide. It’s the template and ultimate sample designers will use in the future to understand your brand and to design consistent and effective materials for your organization.
Style guides can vary a lot in how long they are and what is included. Some primary things that should always be included are:
- Some notes about what your brand means to the organization. What is the vision you want to create? What is your brand promise? What are you trying to say?
- Rules about how the logo can be used. This includes the amount of clear space that needs to be left around the logo (shown here), different color options for the logo, what backgrounds it can and can’t be shown on, etc.
- Your color palette. Typically there are primary (shown here) and secondary palettes. Include notes about when to use each.
- Typography. What fonts are to be used and when. At a minimum there should be a Heading font and Body Copy font. Oftentimes a more playful or script font will be included as well.
- Some examples of how the logo should be used. Giving some samples of logo applications will help future designers ensure a consistent look and feel.