Logo & Brand Identity Guidelines

Clear Space - Allow space between you logo and the elements. No other graphic elements should encroach the border around your logo. Give roughly 50% of the height of your logo on each side.

Variations - Decide the acceptable variations of your logo based on available colors. Light Background: Full color & One Color; Dark background: Full color & One Color

Color Options -  List your primary colors and your supporting or secondary colors. You will need a PMS (Pantone color) and acceptable CMYK, Hex and RGB options.

Fonts -  What fonts are used in combination with your logo. You want to keep the number of fonts down to two with a few variations. You'll have the font for your logo and a supporting font for your letterhead, website, brochures, slogans etc.

Do's & Don't - Have the do's and don'ts examples for your logomark, fonts, sizing and color. Keep in proportion (no stretching), use your colors, use your fonts. Show examples of what some unacceptable variations look like.

Branding Guide Top Ten

A branding guide should include the following elements:

  1. Brand values and mission statement
  2. Target audience and buyer persona
  3. Brand voice and tone
  4. Logo and visual identity guidelines
  5. Color palette and typography
  6. Photography style and imagery guidelines
  7. Brand messaging and tagline
  8. Marketing and advertising guidelines
  9. Social media guidelines and best practices
  10. Brand consistency and implementation tips
    Team Collaboration
  11. Set Examples
  12. List of Do's & Don'ts

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