Sneha Jasrasaria Quick answer
Brand guidelines are a short rulebook that shows how to use your logo, colours, fonts, images and tone of voice, so anyone designing or writing for your brand stays consistent. Keep them simple: a few pages with clear examples of what to do and what to avoid.
Key takeaways
- Guidelines keep everyone on brand
- Show examples of right and wrong use
- Include colour codes and font names
- Keep it short so people actually use it
One-page template
1. Brand in one line
What you do, for whom.
2. Logo
– Main logo and versions (horizontal, icon).
– Minimum size and clear space.
– Do not stretch, recolour or add effects.
3. Colours
– Primary colours with HEX and CMYK codes.
– Secondary and background colours.
4. Fonts
– Headline font.
– Body font.
– Sizes for common uses.
5. Photography
– Light, bright, natural, real people.
– What to avoid.
6. Tone of voice
– Three words that describe how you sound.
– Example captions.
7. Templates
– Social posts, stories, reel covers.
– Offer posts, menus, price cards.
8. Examples
– Right and wrong uses.
Real example
For Burgundy, we created brand guidelines covering logo use, colour and type, plus 15 templates and 80+ design assets.
Tips
- Share as a PDF and a shared folder.
- Update when things change.
- Give a copy to every designer, printer and agency.
Common mistakes in guidelines
- Too long, so nobody reads them.
- No real examples, only rules.
- Missing colour codes for print and screen.
- No guidance on photography or tone.
- Never updated after a rebrand.
Tone of voice examples
Show the difference between on-brand and off-brand writing:
| Off-brand | On-brand |
|---|---|
| “Avail exciting offers now!!!” | “Weekend special: two coffees for ₹299.” |
| “We are the best salon in town.” | “Rated 4.8 by our clients. Come see why.” |
Who should get a copy
Share guidelines with your team, designers, printers, sign makers, agencies, franchisees and anyone creating content for you. A shared folder with logos, fonts and templates saves time for everyone.