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<!DOCTYPE html><html lang="en-SG"><head><title>How To Create Brand Guidelines: Simple Brand Guide Template (2024) - Shopify Singapore</title><meta charSet="utf-8"/><meta name="viewport" content="width=device-width,initial-scale=1"/><meta name="description" content="Learn how to establish effective brand guidelines and create a style guide for your business, with examples from successful brands."/><meta property="fb:pages" content="20409006880"/><meta property="fb:app_id" content="847460188612391"/><meta property="og:type" content="website"/><meta property="og:site_name" content="Shopify"/><meta property="og:title" content="How To Create Brand Guidelines: Simple Brand Guide Template (2024) - Shopify Singapore"/><meta property="og:description" content="Learn how to establish effective brand guidelines and create a style guide for your business, with examples from successful brands."/><meta property="og:image" 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text-shade-70 group-hover:text-black">International sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/plus/solutions/b2b-ecommerce"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell wholesale & direct<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/payments"><div class="text-base font-medium"><span class="inline-block arrow-animation">Accept online payments<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Set up forms of payment</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="font-bold text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="font-bold text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/sg/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/sg/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/sg/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="font-bold text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/topics/guides"><div class="text-base font-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="font-bold text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/topics/founder-stories"><div class="text-base font-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/how-to-build-a-brand"><div class="text-base font-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/marketing-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/ecommerce-seo-beginners-guide"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/topics/social-media-optimization"><div class="text-base font-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/how-to-scale-small-business"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="font-bold text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/sg/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/sg/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="41" height="42" viewBox="0 0 41 42" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_213_1921)"><path d="M39.5 21C39.5 31.6315 30.8815 40.25 20.25 40.25C9.61852 40.25 1 31.6315 1 21C1 10.3685 9.61852 1.75 20.25 1.75C30.8815 1.75 39.5 10.3685 39.5 21Z" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path><rect x="13" y="14" width="15" height="14" rx="2" stroke="currentColor" stroke-width="1.5"></rect><path d="M25 24L19 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 21L19 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 18L19 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 18L16 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 21L16 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 24L16 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path></g><defs><clipPath id="clip0_213_1921"><rect width="40.5" height="40.5" fill="white" transform="translate(0 0.75)"></rect></clipPath></defs></svg></span><a class="group inline-block w-full text-black hover:text-black" href="https://changelog.shopify.com" aria-label="External source: Changelog . 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srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/sg/blog/brand-guidelines"/><meta itemProp="dateModified" content="2024-07-29T22:53:15.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/sg/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/sg/blog/topics/brand" class="no-underline hover:text-link-light-hover topic-link">Brand</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">How To Create Brand Guidelines: Simple Brand Guide Template</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">Learn how to establish effective brand guidelines and create a style guide for your business, with examples from successful brands.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center">Written by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/sg/blog/authors/shopify-staff" class="no-underline" itemProp="url"><span itemProp="name">Shopify Staff</span></a></span><div class="flex items-center gap-x-1 justify-center lg:justify-start mt-3 mb-1 text-body-sm flex-wrap"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="none"><g id="Spot Icons"><path id="Fill" fill-rule="evenodd" clip-rule="evenodd" d="M10.9908 5.63498C11.2162 5.82378 11.2464 6.15942 11.0584 6.3852L7.68058 10.2963C7.59169 10.4044 7.4644 10.4734 7.32502 10.4883H7.27169C7.14013 10.4876 7.01355 10.4382 6.91613 10.3496L4.96058 8.57187C4.7604 8.35605 4.77284 8.01862 4.98867 7.81809C5.17782 7.64245 5.46547 7.62751 5.67169 7.78253L7.2148 9.18698L10.237 5.70253C10.4262 5.47676 10.7625 5.44725 10.9883 5.6364C10.9894 5.63711 10.9901 5.63782 10.9908 5.63854V5.63498ZM6.23663 2.12251C6.07378 2.12251 5.91769 2.1986 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12.9883 4.26544 12.7735 4.19718L11.6624 3.84233C11.3403 3.73922 11.0647 3.54153 10.866 3.26989L10.1819 2.33442C10.0492 2.15344 9.81636 2.07807 9.60161 2.14811L8.49263 2.50687C8.17014 2.61104 7.82952 2.61104 7.50738 2.50687L6.39841 2.14811C6.34507 2.13069 6.29032 2.12251 6.23663 2.12251ZM6.23485 14.9337C5.73708 14.9337 5.25885 14.7008 4.95414 14.2845L4.27005 13.3494C4.20499 13.2605 4.11503 13.1958 4.00979 13.1623L2.89903 12.8075C2.24161 12.5977 1.80037 11.9972 1.80179 11.3138L1.80392 10.1593C1.80392 10.0495 1.76979 9.94492 1.70437 9.85674L1.01672 8.92341C0.609254 8.37158 0.609254 7.62954 1.01672 7.07701L1.70437 6.14438C1.76979 6.05621 1.80392 5.95132 1.80392 5.84181L1.80179 4.68696C1.80037 4.00358 2.24161 3.40341 2.89903 3.19327L4.00979 2.83878C4.11503 2.80501 4.20499 2.7403 4.27005 2.65141L4.95414 1.7163C5.35948 1.1627 6.07272 0.932296 6.72979 1.14563L7.83912 1.50438C7.94472 1.53852 8.05601 1.53852 8.16054 1.50438H8.1609L9.27023 1.14563C9.92659 0.932296 10.6402 1.16234 11.0459 1.7163L11.73 2.65141C11.795 2.7403 11.885 2.80501 11.9902 2.83843L13.101 3.19327C13.7584 3.40341 14.1997 4.00358 14.1982 4.68696L14.1961 5.84145C14.1961 5.95132 14.2302 6.05621 14.2957 6.14438L14.9833 7.07736C15.3908 7.62954 15.3908 8.37158 14.9833 8.92376L14.2957 9.85639C14.2302 9.94492 14.1961 10.0495 14.1961 10.159L14.1982 11.3138C14.1997 11.9972 13.7584 12.5977 13.101 12.8075L11.9902 13.162C11.885 13.1958 11.795 13.2605 11.73 13.3494L11.0459 14.2845C10.6405 14.8381 9.92659 15.0678 9.27023 14.8555L8.1609 14.4964C8.0553 14.4626 7.94401 14.4626 7.83948 14.4964L6.72979 14.8555C6.56623 14.9081 6.39948 14.9337 6.23485 14.9337Z" fill="black"></path></g></svg>Reviewed by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/sg/blog/authors/christine-cassis" class="no-underline" itemProp="url"><span itemProp="name">Christine Cassis</span></a></span></div></div><div class="text-body-sm text-shade-50">Last updated <time>29 Jul 2024</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599&originalWidth=1848&originalHeight=782" alt="Icons and templates representing brand guidelines including fonts and color palettes" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599&originalWidth=1848&originalHeight=782&width=200 200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599&originalWidth=1848&originalHeight=782&width=400 400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599&originalWidth=1848&originalHeight=782&width=600 600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599&originalWidth=1848&originalHeight=782&width=800 800w, https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599&originalWidth=1848&originalHeight=782&width=1000 1000w, https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599&originalWidth=1848&originalHeight=782&width=1200 1200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599&originalWidth=1848&originalHeight=782&width=1400 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ml-auto transition"><path fill-rule="evenodd" d="M5.72 8.47a.75.75 0 0 1 1.06 0l3.47 3.47 3.47-3.47a.75.75 0 1 1 1.06 1.06l-4 4a.75.75 0 0 1-1.06 0l-4-4a.75.75 0 0 1 0-1.06Z"></path></svg></div><div class="mb-4 uppercase hidden md:block">On this page</div><ul class="relative overflow-auto before:absolute before:inset-y-0 before:left-0 md:before:bg-shade-20 before:w-[1px] before:z-1 my-10 md:mt-0 md:mb-16 hidden md:block"><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#1">What is a brand guide?</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#2">Why create brand guidelines?</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#3">Elements of a brand guide</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#4">How to create a brand guide</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#5">Brand guide examples</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#6">Brand guidelines FAQ</a></li></ul><div class="hidden md:block bg-blog-bannerBg"><div class="p-6"><p class="richtext text-2xl font-aktivgroteskextended leading-4 desktop:leading-7 color-black tracking-[-0.02em]">Start your online business today.</p><p class="richtext font-aktivgroteskextended desktop:leading-7 color-black tracking-[-0.02em] text-2xl mb-9 font-bold">For free.</p><a href="https://accounts.shopify.com/store-create?language=en&locale=en-SG&signup_page=https%3A%2F%2Fwww.shopify.com%2Fsg%2Fblog%2Fbrand-guidelines&signup_types[]=paid_trial_experience" class="flex justify-between align-middle font-aktivgroteskextended leading-6 tracking-[-0.0175rem] !no-underline border-b-[1px] border-black group">Start free trial<span class="flex justify-center items-center w-6 h-6 ml-4 my-auto [&_svg]:w-6 reduced-motion:group-hover:translate-x-0 transition-all duration-500 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leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>Brand-building is not a one-time exercise. Every time you present your brand to customers is an opportunity to reinforce your brand identity—or dilute it.</p> <p>“It builds trust in your customers if they feel like you have a clear, consistent point of view,” says Ky Allport, creative director of branding agency <a href="https://www.weareoutline.com" target="_blank" rel="nofollow noopener noreferrer">Outline</a>. According to Ky, the best way to maintain a consistent brand identity is to create a thoughtful and comprehensive brand guide.</p> <p>“A lot of independent brands are raising the bar for what is expected of a brand,” Ky says. Two such brands are <a href="https://omsom.com" target="_blank" rel="nofollow noopener noreferrer">Omsom</a> and <a href="https://heydaycanning.com" target="_blank" rel="nofollow noopener noreferrer">Heyday Canning Co.</a>, both Outline clients in the food space. With more small businesses getting serious about their branding, the little things count with consumers.</p><div id="text-cta" class="hidden lg:block"></div> <p>“It’s really important to put thought into all of the small details that actually add up to a really compelling experience,” Ky says.</p> <p>To ensure you have all the details in place, learn what goes into beautiful brand guidelines, then use an easy-to-follow template to create your own.</p> <div data-guide="brand_guide_template" data-guide-image="https://cdn.shopify.com/s/files/1/0070/7032/files/oie_181720213eMDwOa4.gif" data-component-name="blog-CTA-brand-guide"></div> <h2 id="1">What is a brand guide?</h2> <p>A brand guide is a set of rules a business creates for how it presents itself to the public, including its visual and design aesthetic, voice, and tone. It dictates the acceptable use of your logo, your specific brand color palettes and fonts, and the tone of your communications.</p> <p>According to Ky, a brand guide—also known as a brand book, brand kit, or style guide—usually takes the form of a PDF with different sections for the brand’s logos, fonts, colors, illustrations, and photography.</p> <p>“More than identifying what the pieces <em>are</em>, brand guidelines’ job is to show you <em>how</em> to use those things,” Ky says. “Because you can have a set of colors and a set of fonts and do completely different things with them.”</p> <h3>Brand guidelines vs. brand identity</h3> <p>Brand guidelines are a set of rules that help you communicate your brand identity. Your <a href="/sg/blog/brand-identity" target="_blank">brand’s identity</a> consists of the choices you make about how you want your brand to look and sound in the world. According to Margaret Pilarski, head of strategy at Outline, the brand guide is the roadmap for presenting that identity. That’s why you’ll sometimes see a brand style guide referred to as “brand identity guidelines.”</p> <h2 id="2">Why create brand guidelines?</h2> <ul> <li><a href="#11">You’re designing (or redesigning) your website</a></li> <li><a href="#22">You’re working with external partners, like an agency or freelancers</a></li> <li><a href="#33">You’re hiring new employees</a></li> <li><a href="#44">Other people are using your logo or other brand assets</a></li> </ul> <p>Brand rules are the best way to keep your brand consistent across channels, which helps build trust with customers.</p> <p>“You’re creating a recognizable environment so that your shopper is confident and they feel like part of your community,” Margaret says.</p> <p>A brand guideline serves as a way to unite various teams.</p> <p>“What you’re doing on your website matches what you’re doing on social and how you’re sending your email letter that looks consistent with your product label,” Ky says. “And the brand guidelines is one resource that all of those teams share.”</p> <p>Brand guidelines should exactly that, however<meta charset="utf-8"><span data-mce-fragment="1">—guidelines. You should retain a level of flexibility and always give yourself space to experiment with your brand.</span></p> <p>Here are some instances when you may need to create brand guidelines:</p> <h3 id="11">You’re designing (or redesigning) your website</h3> <p>For <a href="/sg/blog/ecommerce-brands" target="_blank">ecommerce brands</a>, your website is everything. Ky recommends finalizing your brand guidelines before designing your website to make the process smoother.</p> <p>“A lot of clients reach out to us thinking that they just need a website design, and we’ll actually start evaluating their brand foundations and find out they don’t have a full brand toolkit,” Ky says. “If you don’t have that established to start with, the website can only do so much.”</p> <h3 id="22">You’re working with external partners, like an agency or freelancers</h3> <p>You and your employees might be familiar with how to use your brand assets, but as soon as you work with people outside your organization, you should provide them with brand guidelines to keep everyone on the same page.</p> <p>“Any team that’s going to be communicating on behalf of the brand or creating additional assets needs to know what the core [brand] foundation is, both from a visual and verbal perspective,” Ky says.</p> <p>A freelance copywriter, for example, needs to know your <a href="/sg/blog/brand-voice" target="_blank">brand voice</a>, tone, and <a href="/sg/blog/target-audience" target="_blank">target audience</a>. A graphic designer should be familiar with your brand colors and how to use your logo and any other design elements.</p> <p>If you don’t already have a solid brand guide, external partners may request that you create one before working together. Margaret says sometimes Outline will receive referrals from marketing agencies whose clients are missing brand guidelines.</p> <p>“The marketing agency will send the client our way, like, ‘Please help them. Don’t change the brand or build a whole new thing, but tighten it up, get it together.’”</p> <h3 id="33">You’re hiring new employees</h3> <p>A brand guidelines document can help new employees get up to speed. For example, your brand guidelines might include information about tone that would be useful for a new <a href="/sg/blog/what-is-customer-service" target="_blank">customer service</a> representative.</p> <p>All the important information about your brand is consolidated in one place, enabling your reps to speak confidently on behalf of your business.</p> <h3 id="44">Other people are using your logo or other brand assets</h3> <p>If other entities—like another business you’re collaborating with, an organization you sponsor, or sub-brands—use your logo or other brand elements, you should share your logo usage guidelines with them.</p> <p>Many larger brands post brand logo usage guidelines publicly. Logo usage guidelines are just one part of a full brand guide.</p> <fig><figcaption><a href="/brand-assets" target="_blank">Shopify’s brand guidelines</a> include directions for how to use the logo.</figcaption></fig> <h2 id="3">Elements of a brand guide</h2> <ul> <li><a href="#111">Logos</a></li> <li><a href="#222">Typography</a></li> <li><a href="#333">Color palette</a></li> <li><a href="#444">Imagery</a></li> <li><a href="#555">Audience</a></li> <li><a href="#666">Voice and tone</a></li> <li><a href="#777">Grammar and style conventions</a></li> </ul> <p>Every brand guide is a little different, but most include sections for these elements:</p> <h3 id="111">Logos</h3> <p>Your logo is one of the most important aspects of your brand’s visual identity. Most brand guides devote multiple pages to rules surrounding the acceptable use of their logos, including which marks to use for different situations.</p> <p>For each of your <a href="/sg/blog/how-to-design-logo" target="_blank">brand’s logos</a>, include rules for resizing, clearspace, and color options. You may also want to include examples of how <em>not</em> to use your logo.</p> <h3 id="222">Typography</h3> <p>Your brand guide will contain a suite of fonts and guidelines for when and how to use each.</p> <p>For example, Heyday Sans, the custom typeface Outline created for Heyday Canning Co., has two widths that can be mixed and matched.</p> <p>“The idea behind the font was that it would have this variation in width, so it can get a little bit wider, it could get a little more condensed, and then you can stack it in this kind of playful way,” Ky says.</p> <fig></fig> <h3 id="333">Color palette</h3> <p>A consistent <a href="/sg/blog/color-psychology" target="_blank">color scheme</a> can immediately orient customers in your brand world. For Heyday Canning Co., Outline chose colors that “feel like they could have come from the natural environment, so nothing that feels artificial,” Ky says.</p> <p>In your brand guide, give each color a name and include its hex code. In addition to a color palette, you’ll include guidelines for <em>how</em> to use each of your brand colors, including the color hierarchy, approved color combinations, and which colors should never go together.</p> <p>As for how many colors to include, it depends.</p> <p>“When you are designing a brand for a physical product, as part of the packaging, you have to figure out how you’re going to distinguish between the different flavors or variations,” Ky says.</p> <p>For Heyday, the number of different flavors played a key role in determining the number of brand colors.</p> <p>“We knew we wanted this family of products to have a really fun relationship to one another on the shelf, so it wouldn’t just be a single color across the board,” Ky says.</p> <fig></fig> <h3 id="444">Imagery</h3> <p>Photographs, illustrations, and icons all make up part of your brand’s visual language. Your brand guide is a great place to explain the style for any photography or illustrations used on your website or on a physical product.</p> <p>Photographers and illustrators should be able to look at the examples in your brand guide to create new images that are consistent with your brand aesthetics. If you don’t have <a href="/sg/blog/ecommerce-photography" target="_blank">photographs</a> or illustrations yet, you can use other brands’ as a visual reference.</p> <h3 id="555">Audience</h3> <p>Your <a href="/sg/blog/target-audience" target="_blank">target audience</a> will inform what type of content you create and how you present it.</p> <p>“We always encourage our clients to really know who they’re talking to,” Ky says. “Be clear about that, because you’re going to have a lot more success from your true brand champions than if you’re trying to be everything for everyone.”</p> <p>Your brand guide is a great place to describe your audience for collaborators.</p> <p>For example, Omsom’s audience is first- and second-generation Asian Americans.</p> <p>“I think we did something really powerful in that we really centered the first- and second-generation Asian American community at a time when many brands were overlooking this audience,” Omsom cofounder Vanessa Pham <a href="/sg/blog/omsom-storytelling" target="_blank">says on <em>Shopify Masters</em></a>.</p> <h3 id="666">Voice and tone</h3> <p>The <a href="/sg/blog/brand-voice" target="_blank">voice</a> and <a href="/sg/blog/defining-tone" target="_blank">tone</a> decisions outlined in your brand guide will inform your <a href="/sg/blog/what-is-copywriting" target="_blank">copywriting</a>, from the text on your product packaging to your website, social media accounts, and blog posts.</p> <p>Voice and tone go hand-in-hand, but it’s important to understand the difference.</p> <p>“Your voice is constant. Your brand should always sound like your brand, regardless of the channel or situation,” Margaret says. “Tone, on the other hand, is how your voice adapts to different situations. For example, the tone you use with a customer who’s just made a sale is different from how you’d speak to a frustrated customer.”</p> <h3 id="777">Grammar and style conventions</h3> <p>Grammar and style conventions are the details of how you communicate your brand’s voice. For example, if your brand’s voice is serious and authoritative, you might want to stay away from slang. On the other hand, if your brand’s point of view is youthful, some slang might not be a bad thing.</p> <p>If you work with writers, editors, or copy editors, they’ll expect guidelines on everything from whether or not your brand uses the serial comma to your preferred style manual (usually AP or Chicago). These might seem like small details, but your brand copy will look sloppy—and potentially confuse readers—if it’s inconsistent. A brand style guide ensures your brand copy will look the same everywhere.</p> <div class="marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_img]:my-auto [&_p]:!mt-0 [&_p]:mb-6 [&_p]:text-body-sm [&_.heading--4]:text-t6 [&_.marketing-button]:text-white [&_.marketing-button]:no-underline border-blog-highlight" data-component-name="blog-cta-marketing"> <p class="heading--4">Create branded emails in minutes with Shopify Email</p> <p>With Shopify Email, you can easily create, send, automate, and track email campaigns, all from your Shopify admin—no coding required.</p> <a class="marketing-button marketing-button--small" href="/email-marketing?itcat=coreblog&itterm=shopify-email-cta" target="_blank">Discover Shopify Email</a> </div> <h2 id="4">How to create a brand guide</h2> <ol> <li><a href="#1111">Decide if you want to work with an agency or DIY with a brand guidelines template</a></li> <li><a href="#2222">Create a mood board</a></li> <li><a href="#3333">Hone in on your brand personality</a></li> <li><a href="#4444">Set usage guidelines</a></li> </ol> <p>Your brand should be unique, but the process of creating brand guidelines is often the same.</p> <p>“For a lot of people, it’s getting all of their thoughts and ideas out, pointing at other brands they think are doing something good or bad, and using those data points to figure out what this brand’s stakes in the ground are, and then putting some rules around that and organizing it,” Margaret says.</p> <p>Here’s how to create your own brand guide:</p> <h3 id="1111">1. Decide if you want to work with an agency or DIY with a brand guidelines template</h3> <p>Many founders are not graphic designers and choose to partner with a branding agency to build their brand identity and create brand guidelines.</p> <p>“If you have the idea, but you don’t have someone that can extract it, you have a missing piece in your brand-creation process,” Andrew Benin, founder of olive oil brand Graza, <a href="/sg/blog/graza-branding" target="_blank">says on <em>Shopify Masters</em></a>. (Andrew worked with brand agency <a href="https://www.takeagander.com/project/graza" target="_blank" rel="nofollow noopener noreferrer">Gander</a> to bring Graza to life.)</p> <p>If you decide to create your own brand guidelines, a brand style guide template is a great way to make sure you include all the necessary elements. Brand guidelines templates typically include editable fields for your brand colors, logos, and fonts.</p> <div data-guide="brand_guide_template" data-guide-image="https://cdn.shopify.com/s/files/1/0070/7032/files/oie_181720213eMDwOa4.gif" data-component-name="blog-CTA-brand-guide"></div> <h3 id="2222">2. Create a mood board</h3> <p>Whether you work with an agency or an in-house creative team—or create brand guidelines yourself using a brand guidelines template—a mood board can be a helpful starting point for deciding how you want your brand to look and sound. You may want to create two folders of images—one for references that align with how you want your brand to look, and another for how you <em>don’t</em> want it to look.</p> <p>Create a document where you can brainstorm ideas for how you want your brand to sound, including thoughts about your audience and brand voice, potential taglines and slogans, value propositions, and words to avoid. Your brand’s <a href="/sg/blog/what-is-mission-statement" target="_blank">mission statement</a> and values can help guide you toward what feels right.</p> <p>Your visual and written references will become the foundation for your brand identity.</p> <p>“Usually how a branding process starts is you get to know the brand, the founder, maybe there’s a moodboard to help inform the direction, and then we’ll put together a concept, which would include like logos, color, visuals and typography—all the key assets—to give you an idea of how the brand could express itself like in the world,” Ky says.</p> <h3 id="3333">3. Hone in on your brand personality</h3> <p>Your <a href="/sg/blog/brand-personality" target="_blank">brand personality</a> informs how you will make decisions regarding your brand.</p> <p>“The one thing that we’re always looking for is, ’Does the brand have a distinct point of view?’” Ky says. “And then that point of view gets translated into both visual and verbal assets.”</p> <p>For example, Heyday Canning Co. cofounder Kat Kavner had a clear vision for the brand.</p> <p>“We want Heyday to feel like your friend that happens to be really good at cooking that loves to invite you over for dinner and is kind of cooking alongside you in the kitchen,” Kat says in an <a href="/sg/blog/heyday-caning-viral-marketing-strategies" target="_blank">interview with <em>Shopify Masters</em></a>. This voice not only informs Heyday’s written copy, but also the visual elements that define the brand.</p> <h3 id="4444">4. Set usage guidelines</h3> <p>Based on your brand voice, set guidelines regarding how to use the elements of your brand identity—like your logo, color palette, and fonts. Maybe you already have these assets and just need to nail down usage guidelines, like how much space to leave around your logo. If you haven’t created your logo or decided on your brand fonts and colors, you can write your guidelines as you go.</p> <p>The decisions you make regarding how to use your assets should be intentional.</p> <p>“There should be an underlying system that someone reading the brand guidelines could then take and utilize to create various other things on behalf of the brand,” Ky says.</p> <h2 id="5">Brand guide examples</h2> <ul> <li><a href="#11111">NASA</a></li> <li><a href="#22222">Slack</a></li> <li><a href="#33333">Heyday Canning Co.</a></li> <li><a href="#44444">Omsom</a></li> </ul> <h3 id="11111">NASA</h3> <fig></fig> <p>In 1976, the National Aeronautics and Space Administration (NASA) released a new logo along with a 60-page-long <a href="https://www.nasa.gov/image-article/nasa-graphics-standards-manual/" target="_blank" rel="nofollow noopener noreferrer">manual</a> detailing how to use the logo on everything from letterhead to cars.</p> <p>It also includes NASA’s brand fonts (Helvetica, Futura, Garamond, and Times Roman) and the intention behind each. For example, “The precision letterforms [of Futura] have a technological character and make it a natural for certain NASA projects.”</p> <p>Your brand guide might not be as long as NASA’s and probably won’t include specifications for using your logo on spacecraft, but it’s still a classic brand guide example. “NASA is kind of idolized,” Ky says.</p> <h3 id="22222">Slack</h3> <fig></fig> <p>Instead of a physical or PDF brand guide, instant-messaging software company Slack has a <a href="https://brand.slackhq.com/" target="_blank" rel="nofollow noopener noreferrer">brand center</a> with separate web pages for brand values, colors, typography, writing, brand shapes, emoji, illustration, photography, icons, <a href="/sg/blog/ui-design" target="_blank">user interface</a> (UI), and swag.</p> <p>The <a href="https://brand.slackhq.com/typography" target="_blank" rel="nofollow noopener noreferrer">typography section</a> in particular is a great example of how to communicate your typography hierarchy. Slack uses one font for headlines and another for body copy, and its brand center clearly illustrates how to use these two fonts for different situations.</p> <h3 id="33333">Heyday Canning Co.</h3> <fig></fig> <p>Outline created Heyday Canning Co.’s brand guide based on the vision cofounder Kat Kavner had for the brand’s persona.</p> <p>“We had this foundation of knowing who we are and what we stood for and what we wanted to convey that we were then able to take to our design partner and actually brief them on creating our brand identity, our logo and colors and fonts, and then eventually the packaging,” Kat tells <em>Shopify Masters</em>. “That upfront work really helped them understand what we were trying to do and what we wanted to create.”</p> <p>The 23-page brand guide Outline created for Heyday includes guidelines on how to use the Heyday wordmark and emblem, plus examples of which fonts to use for headlines, quotes, and small data. There’s also a page with examples of unapproved uses and an explanation of what’s wrong with each example. If you’re going to include unapproved uses, make it clear by including an X mark (or another visual indicator).</p> <h3 id="44444">Omsom</h3> <fig></fig> <p>For Margaret and Ky, it’s important that a brand guide be a branded document itself.</p> <p>“Omsom’s brand guidelines could only be Omsom’s,” Margaret says of the 41-page guide Outline prepared for the Asian sauce brand in 2020. “They look like Omsom made them in Omsom world.”</p> <p>Omsom’s wordmark is meant to evoke flames and take up physical space, just as its brand voice is fiery and proud. “We wanted to echo the brand’s concept in its visuals and then reiterate that in the brand guidelines, because you might not know that, even though you could feel it,” Margaret says.</p> <p>The brand guide highlights how seemingly small decisions all serve to express Omsom’s brand story. For example, guidelines for clearspace include: “The logomark should maintain tight clearspace in order to consistently convey its maximalist personality.”</p> <p>Including explanations like this in your brand guide will help get buy-in from your team and external partners. </p> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/sg/blog/build-a-website">How to Build a Business Website for Beginners</a></li><li class="mt-2"><a href="/sg/blog/shopify-themes">The Best Shopify Ecommerce Themes for Your Online Store</a></li><li class="mt-2"><a href="/sg/blog/customizing-store-theme">Customizing Your Shopify Theme- How to Use Images, Colors, and Fonts</a></li><li class="mt-2"><a href="/sg/blog/how-to-price-your-product">How to Price Your Products in 3 Simple Steps</a></li><li class="mt-2"><a href="/sg/blog/return-policy">How To Write a Return Policy (+ Free Template) (2024)</a></li><li class="mt-2"><a href="/sg/blog/heyday-footwear-pivoting-a-brand">From Dancers to Bodybuilders- How This Brand Pivoted Without Changing Its Product</a></li><li class="mt-2"><a href="/sg/blog/best-website-design">The 25 Best Website Designs—and the Creative Businesses That Power Them</a></li><li class="mt-2"><a href="/sg/blog/lookbooks-how-to-use-high-quality-lifestyle-photos-to-boost-sales">Lookbooks- How to Use High-Quality Lifestyle Photography to Boost Sales</a></li><li class="mt-2"><a href="/sg/blog/how-to-design-logo">How To Design a Memorable Logo in 8 Easy Steps</a></li><li class="mt-2"><a href="/sg/blog/76702789-shoot-reflective-products-like-a-pro-with-these-diy-lighting-setups">Shoot Reflective Products Like a Pro With These DIY Lighting Setups</a></li></ul></div><div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemtype="https://schema.org/FAQPage" itemscope=""> <h2 id="6">Brand guidelines FAQ</h2> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">What is in a brand guide?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>A brand guide should include instructions for how a brand presents itself both visually and in writing, including how to use logos, typefaces, colors, and graphics, as well as preferred language. A brand guideline template can help ensure you include all the necessary elements.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Are brand guidelines the same as a style guide?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>The terms “brand guidelines” and “style guide” are sometimes used interchangeably, but “style guide” can also refer to a document of guidelines for written content only, while brand guidelines typically include rules for both visual and written elements. Brand style guides are usually the same thing as brand guidelines.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Do you need a brand guide?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Most businesses will need to create a brand guide at some point to ensure brand consistency. You might need a brand guide if you are creating a website or physical product, working with an agency or freelancers, or hiring new employees.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">How long should a brand guide be?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>A full-length brand guide can be anywhere from 15 to 80 pages, according to Ky Allport and Margaret Pilarski of branding agency Outline. A preliminary brand guide could consist of “just a few pages that has their logo, their colors, their fonts, but not necessarily a lot of guidelines on how to use all of those things,” says Ky.</p> </div> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2">Written by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><span itemProp="name">Shopify Staff</span></span><div class="flex items-center gap-x-1 justify-center lg:justify-start mt-3 mb-1 text-body-sm flex-wrap"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="none"><g id="Spot Icons"><path id="Fill" fill-rule="evenodd" clip-rule="evenodd" 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9.94492 1.70437 9.85674L1.01672 8.92341C0.609254 8.37158 0.609254 7.62954 1.01672 7.07701L1.70437 6.14438C1.76979 6.05621 1.80392 5.95132 1.80392 5.84181L1.80179 4.68696C1.80037 4.00358 2.24161 3.40341 2.89903 3.19327L4.00979 2.83878C4.11503 2.80501 4.20499 2.7403 4.27005 2.65141L4.95414 1.7163C5.35948 1.1627 6.07272 0.932296 6.72979 1.14563L7.83912 1.50438C7.94472 1.53852 8.05601 1.53852 8.16054 1.50438H8.1609L9.27023 1.14563C9.92659 0.932296 10.6402 1.16234 11.0459 1.7163L11.73 2.65141C11.795 2.7403 11.885 2.80501 11.9902 2.83843L13.101 3.19327C13.7584 3.40341 14.1997 4.00358 14.1982 4.68696L14.1961 5.84145C14.1961 5.95132 14.2302 6.05621 14.2957 6.14438L14.9833 7.07736C15.3908 7.62954 15.3908 8.37158 14.9833 8.92376L14.2957 9.85639C14.2302 9.94492 14.1961 10.0495 14.1961 10.159L14.1982 11.3138C14.1997 11.9972 13.7584 12.5977 13.101 12.8075L11.9902 13.162C11.885 13.1958 11.795 13.2605 11.73 13.3494L11.0459 14.2845C10.6405 14.8381 9.92659 15.0678 9.27023 14.8555L8.1609 14.4964C8.0553 14.4626 7.94401 14.4626 7.83948 14.4964L6.72979 14.8555C6.56623 14.9081 6.39948 14.9337 6.23485 14.9337Z" fill="black"></path></g></svg>Reviewed by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/sg/blog/authors/christine-cassis" class="no-underline" itemProp="url"><span itemProp="name">Christine Cassis</span></a></span></div></div><div class="text-body-sm text-shade-50">Last updated <time>29 Jul 2024</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs font-aktivgroteskextended uppercase mt-4 tablet-xl:mt-0 tablet-xl:text-right">Share article</div><ul id=":R1bj95n5:" class="flex gap-4 mt-4" data-component-name="social"><li><a class="block h-9 w-9 fill-black hover:fill-shade-7" aria-describedby="blog-social-icon-facebook-:R1bj95n5:" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.shopify.com%2Fsg%2Fblog%2Fbrand-guidelines" rel="me nofollow noopener noreferrer" target="_blank" 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12.8075C2.24161 12.5977 1.80037 11.9972 1.80179 11.3138L1.80392 10.1593C1.80392 10.0495 1.76979 9.94492 1.70437 9.85674L1.01672 8.92341C0.609254 8.37158 0.609254 7.62954 1.01672 7.07701L1.70437 6.14438C1.76979 6.05621 1.80392 5.95132 1.80392 5.84181L1.80179 4.68696C1.80037 4.00358 2.24161 3.40341 2.89903 3.19327L4.00979 2.83878C4.11503 2.80501 4.20499 2.7403 4.27005 2.65141L4.95414 1.7163C5.35948 1.1627 6.07272 0.932296 6.72979 1.14563L7.83912 1.50438C7.94472 1.53852 8.05601 1.53852 8.16054 1.50438H8.1609L9.27023 1.14563C9.92659 0.932296 10.6402 1.16234 11.0459 1.7163L11.73 2.65141C11.795 2.7403 11.885 2.80501 11.9902 2.83843L13.101 3.19327C13.7584 3.40341 14.1997 4.00358 14.1982 4.68696L14.1961 5.84145C14.1961 5.95132 14.2302 6.05621 14.2957 6.14438L14.9833 7.07736C15.3908 7.62954 15.3908 8.37158 14.9833 8.92376L14.2957 9.85639C14.2302 9.94492 14.1961 10.0495 14.1961 10.159L14.1982 11.3138C14.1997 11.9972 13.7584 12.5977 13.101 12.8075L11.9902 13.162C11.885 13.1958 11.795 13.2605 11.73 13.3494L11.0459 14.2845C10.6405 14.8381 9.92659 15.0678 9.27023 14.8555L8.1609 14.4964C8.0553 14.4626 7.94401 14.4626 7.83948 14.4964L6.72979 14.8555C6.56623 14.9081 6.39948 14.9337 6.23485 14.9337Z" fill="black"></path></g></svg>Reviewed by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/sg/blog/authors/christine-cassis" class="no-underline" itemProp="url"><span itemProp="name">Christine Cassis</span></a></span></div></div><div class="text-body-sm text-shade-50">Last updated <time>29 Jul 2024</time></div><div id="blog-side-banners"><div class="mt-[640px] border-t border-shade-30 pt-6 hidden" data-priority="2" data-component-name="blog-CTA-sidebar-email"><p class="richtext text-xl mb-2 font-aktivgroteskextended">The newsletter for entrepreneurs</p><p class="richtext text-sm mb-4">Join millions of self-starters in getting business resources, tips, and inspiring stories in your inbox.</p><form method="post" action="/sg/blog/api/subscribe"><div 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0 0 0-9.35 3.85A17.54 17.54 0 0 1 18.64 5.44zM5.44 26.36a29.2 29.2 0 0 0 9.56 3.9 33.75 33.75 0 0 0 3.86 9.36A17.54 17.54 0 0 1 5.44 26.36zm20.7 13.25a33.73 33.73 0 0 0 3.91-9.56 33.73 33.73 0 0 0 9.56-3.91 17.55 17.55 0 0 1-13.47 13.47z"></path></svg><span class="break-keep">Singapore</span><svg viewBox="0 0 10 5" aria-hidden="true" focusable="false" class="ml-2 h-3 w-3 fill-white"><path d="m0 0 5 5 5-5H0z"></path></svg></span></button><div aria-hidden="true" class="w-128 absolute bottom-[calc(100%+5em)] z-50 rounded-lg leading-8 bg-black text-white shadow-soft-dark-2xl inset-x-0" id="regionSelector" data-component-name="region-selector" style="display:none"><ul class="columns-2 px-5 py-8 md:px-14 md:py-10" data-component-name="region-nav" id="region-nav"><li class="flex bg-black text-white fill-white"><a class="flex hover:underline text-white" href="/sg/blog/brand-guidelines" data-component-name="en-0" aria-current="true">Singapore<svg viewBox="0 0 10 8" fill="none" 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0 0 0-9.35 3.85A17.54 17.54 0 0 1 18.64 5.44zM5.44 26.36a29.2 29.2 0 0 0 9.56 3.9 33.75 33.75 0 0 0 3.86 9.36A17.54 17.54 0 0 1 5.44 26.36zm20.7 13.25a33.73 33.73 0 0 0 3.91-9.56 33.73 33.73 0 0 0 9.56-3.91 17.55 17.55 0 0 1-13.47 13.47z"></path></svg><span class="break-keep">Singapore</span><svg viewBox="0 0 10 5" aria-hidden="true" focusable="false" class="ml-2 h-3 w-3 fill-white"><path d="m0 0 5 5 5-5H0z"></path></svg></span></button><div aria-hidden="true" class="webkit-overflow-scrolling-touch fixed overflow-hidden z-[999] box-content will-change-auto w-full inset-0 mt-16 rounded-t-lg leading-[3rem] duration-300 ease-in-out motion-reduce:animation-none motion-reduce:transition-none bg-black text-white shadow-soft-dark-2xl invisible translate-y-full" id="mobileRegionSelector" aria-label="Region Navigation" aria-modal="true" role="dialog"><div class="border-shade-30 border-b"><div class="flex items-center justify-between px-5 py-4"><h3 class="text-lg 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Template","publishedAt":"2024-07-29T22:53:15Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599","altText":"Icons and templates representing brand guidelines including fonts and color palettes","width":1848,"height":782},"tags":["Brand"],"contentHtml":"\n\u003cp\u003eBrand-building is not a one-time exercise. Every time you present your brand to customers is an opportunity to reinforce your brand identity—or dilute it.\u003c/p\u003e\n\u003cp\u003e“It builds trust in your customers if they feel like you have a clear, consistent point of view,” says Ky Allport, creative director of branding agency \u003ca href=\"https://www.weareoutline.com\" target=\"_blank\"\u003eOutline\u003c/a\u003e. According to Ky, the best way to maintain a consistent brand identity is to create a thoughtful and comprehensive brand guide.\u003c/p\u003e\n\u003cp\u003e“A lot of independent brands are raising the bar for what is expected of a brand,” Ky says. Two such brands are \u003ca href=\"https://omsom.com\" target=\"_blank\"\u003eOmsom\u003c/a\u003e and \u003ca href=\"https://heydaycanning.com\" target=\"_blank\"\u003eHeyday Canning Co.\u003c/a\u003e, both Outline clients in the food space. With more small businesses getting serious about their branding, the little things count with consumers.\u003c/p\u003e\n\u003cp\u003e“It’s really important to put thought into all of the small details that actually add up to a really compelling experience,” Ky says.\u003c/p\u003e\n\u003cp\u003eTo ensure you have all the details in place, learn what goes into beautiful brand guidelines, then use an easy-to-follow template to create your own.\u003c/p\u003e\n\u003cdiv data-guide=\"brand_guide_template\"\u003e\u003c/div\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is a brand guide?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eWhy create brand guidelines?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eElements of a brand guide\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eHow to create a brand guide\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eBrand guide examples\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eBrand guidelines FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is a brand guide?\u003c/h2\u003e\n\u003cp\u003eA brand guide is a set of rules a business creates for how it presents itself to the public, including its visual and design aesthetic, voice, and tone. It dictates the acceptable use of your logo, your specific brand color palettes and fonts, and the tone of your communications.\u003c/p\u003e\n\u003cp\u003eAccording to Ky, a brand guide—also known as a brand book, brand kit, or style guide—usually takes the form of a PDF with different sections for the brand’s logos, fonts, colors, illustrations, and photography.\u003c/p\u003e\n\u003cp\u003e“More than identifying what the pieces \u003cem\u003eare\u003c/em\u003e, brand guidelines’ job is to show you \u003cem\u003ehow\u003c/em\u003e to use those things,” Ky says. “Because you can have a set of colors and a set of fonts and do completely different things with them.”\u003c/p\u003e\n\u003ch3\u003eBrand guidelines vs. brand identity\u003c/h3\u003e\n\u003cp\u003eBrand guidelines are a set of rules that help you communicate your brand identity. Your \u003ca href=\"/blog/brand-identity\" target=\"_blank\"\u003ebrand’s identity\u003c/a\u003e consists of the choices you make about how you want your brand to look and sound in the world. According to Margaret Pilarski, head of strategy at Outline, the brand guide is the roadmap for presenting that identity. That’s why you’ll sometimes see a brand style guide referred to as “brand identity guidelines.”\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eWhy create brand guidelines?\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eYou’re designing (or redesigning) your website\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#22\"\u003eYou’re working with external partners, like an agency or freelancers\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#33\"\u003eYou’re hiring new employees\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#44\"\u003eOther people are using your logo or other brand assets\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBrand rules are the best way to keep your brand consistent across channels, which helps build trust with customers.\u003c/p\u003e\n\u003cp\u003e“You’re creating a recognizable environment so that your shopper is confident and they feel like part of your community,” Margaret says.\u003c/p\u003e\n\u003cp\u003eA brand guideline serves as a way to unite various teams.\u003c/p\u003e\n\u003cp\u003e“What you’re doing on your website matches what you’re doing on social and how you’re sending your email letter that looks consistent with your product label,” Ky says. “And the brand guidelines is one resource that all of those teams share.”\u003c/p\u003e\n\u003cp\u003eBrand guidelines should exactly that, however\u003cmeta charset=\"utf-8\"\u003e\u003cspan data-mce-fragment=\"1\"\u003e—guidelines. You should retain a level of flexibility and always give yourself space to experiment with your brand.\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003eHere are some instances when you may need to create brand guidelines:\u003c/p\u003e\n\u003ch3 id=\"11\"\u003eYou’re designing (or redesigning) your website\u003c/h3\u003e\n\u003cp\u003eFor \u003ca href=\"/blog/ecommerce-brands\" target=\"_blank\"\u003eecommerce brands\u003c/a\u003e, your website is everything. Ky recommends finalizing your brand guidelines before designing your website to make the process smoother.\u003c/p\u003e\n\u003cp\u003e“A lot of clients reach out to us thinking that they just need a website design, and we’ll actually start evaluating their brand foundations and find out they don’t have a full brand toolkit,” Ky says. “If you don’t have that established to start with, the website can only do so much.”\u003c/p\u003e\n\u003ch3 id=\"22\"\u003eYou’re working with external partners, like an agency or freelancers\u003c/h3\u003e\n\u003cp\u003eYou and your employees might be familiar with how to use your brand assets, but as soon as you work with people outside your organization, you should provide them with brand guidelines to keep everyone on the same page.\u003c/p\u003e\n\u003cp\u003e“Any team that’s going to be communicating on behalf of the brand or creating additional assets needs to know what the core [brand] foundation is, both from a visual and verbal perspective,” Ky says.\u003c/p\u003e\n\u003cp\u003eA freelance copywriter, for example, needs to know your \u003ca href=\"/blog/brand-voice\" target=\"_blank\"\u003ebrand voice\u003c/a\u003e, tone, and \u003ca href=\"/blog/target-audience\" target=\"_blank\"\u003etarget audience\u003c/a\u003e. A graphic designer should be familiar with your brand colors and how to use your logo and any other design elements.\u003c/p\u003e\n\u003cp\u003eIf you don’t already have a solid brand guide, external partners may request that you create one before working together. Margaret says sometimes Outline will receive referrals from marketing agencies whose clients are missing brand guidelines.\u003c/p\u003e\n\u003cp\u003e“The marketing agency will send the client our way, like, ‘Please help them. Don’t change the brand or build a whole new thing, but tighten it up, get it together.’”\u003c/p\u003e\n\u003ch3 id=\"33\"\u003eYou’re hiring new employees\u003c/h3\u003e\n\u003cp\u003eA brand guidelines document can help new employees get up to speed. For example, your brand guidelines might include information about tone that would be useful for a new \u003ca href=\"/blog/what-is-customer-service\" target=\"_blank\"\u003ecustomer service\u003c/a\u003e representative.\u003c/p\u003e\n\u003cp\u003eAll the important information about your brand is consolidated in one place, enabling your reps to speak confidently on behalf of your business.\u003c/p\u003e\n\u003ch3 id=\"44\"\u003eOther people are using your logo or other brand assets\u003c/h3\u003e\n\u003cp\u003eIf other entities—like another business you’re collaborating with, an organization you sponsor, or sub-brands—use your logo or other brand elements, you should share your logo usage guidelines with them.\u003c/p\u003e\n\u003cp\u003eMany larger brands post brand logo usage guidelines publicly. Logo usage guidelines are just one part of a full brand guide.\u003c/p\u003e\n\u003cfig\u003e\u003cfigcaption\u003e\u003ca href=\"/brand-assets\" target=\"_blank\"\u003eShopify’s brand guidelines\u003c/a\u003e include directions for how to use the logo.\u003c/figcaption\u003e\u003c/fig\u003e\n\u003ch2 id=\"3\"\u003eElements of a brand guide\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#111\"\u003eLogos\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#222\"\u003eTypography\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#333\"\u003eColor palette\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#444\"\u003eImagery\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#555\"\u003eAudience\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#666\"\u003eVoice and tone\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#777\"\u003eGrammar and style conventions\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEvery brand guide is a little different, but most include sections for these elements:\u003c/p\u003e\n\u003ch3 id=\"111\"\u003eLogos\u003c/h3\u003e\n\u003cp\u003eYour logo is one of the most important aspects of your brand’s visual identity. Most brand guides devote multiple pages to rules surrounding the acceptable use of their logos, including which marks to use for different situations.\u003c/p\u003e\n\u003cp\u003eFor each of your \u003ca href=\"/blog/how-to-design-logo\" target=\"_blank\"\u003ebrand’s logos\u003c/a\u003e, include rules for resizing, clearspace, and color options. You may also want to include examples of how \u003cem\u003enot\u003c/em\u003e to use your logo.\u003c/p\u003e\n\u003ch3 id=\"222\"\u003eTypography\u003c/h3\u003e\n\u003cp\u003eYour brand guide will contain a suite of fonts and guidelines for when and how to use each.\u003c/p\u003e\n\u003cp\u003eFor example, Heyday Sans, the custom typeface Outline created for Heyday Canning Co., has two widths that can be mixed and matched.\u003c/p\u003e\n\u003cp\u003e“The idea behind the font was that it would have this variation in width, so it can get a little bit wider, it could get a little more condensed, and then you can stack it in this kind of playful way,” Ky says.\u003c/p\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003ch3 id=\"333\"\u003eColor palette\u003c/h3\u003e\n\u003cp\u003eA consistent \u003ca href=\"/blog/color-psychology\" target=\"_blank\"\u003ecolor scheme\u003c/a\u003e can immediately orient customers in your brand world. For Heyday Canning Co., Outline chose colors that “feel like they could have come from the natural environment, so nothing that feels artificial,” Ky says.\u003c/p\u003e\n\u003cp\u003eIn your brand guide, give each color a name and include its hex code. In addition to a color palette, you’ll include guidelines for \u003cem\u003ehow\u003c/em\u003e to use each of your brand colors, including the color hierarchy, approved color combinations, and which colors should never go together.\u003c/p\u003e\n\u003cp\u003eAs for how many colors to include, it depends.\u003c/p\u003e\n\u003cp\u003e“When you are designing a brand for a physical product, as part of the packaging, you have to figure out how you’re going to distinguish between the different flavors or variations,” Ky says.\u003c/p\u003e\n\u003cp\u003eFor Heyday, the number of different flavors played a key role in determining the number of brand colors.\u003c/p\u003e\n\u003cp\u003e“We knew we wanted this family of products to have a really fun relationship to one another on the shelf, so it wouldn’t just be a single color across the board,” Ky says.\u003c/p\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003ch3 id=\"444\"\u003eImagery\u003c/h3\u003e\n\u003cp\u003ePhotographs, illustrations, and icons all make up part of your brand’s visual language. Your brand guide is a great place to explain the style for any photography or illustrations used on your website or on a physical product.\u003c/p\u003e\n\u003cp\u003ePhotographers and illustrators should be able to look at the examples in your brand guide to create new images that are consistent with your brand aesthetics. If you don’t have \u003ca href=\"/blog/ecommerce-photography\" target=\"_blank\"\u003ephotographs\u003c/a\u003e or illustrations yet, you can use other brands’ as a visual reference.\u003c/p\u003e\n\u003ch3 id=\"555\"\u003eAudience\u003c/h3\u003e\n\u003cp\u003eYour \u003ca href=\"/blog/target-audience\" target=\"_blank\"\u003etarget audience\u003c/a\u003e will inform what type of content you create and how you present it.\u003c/p\u003e\n\u003cp\u003e“We always encourage our clients to really know who they’re talking to,” Ky says. “Be clear about that, because you’re going to have a lot more success from your true brand champions than if you’re trying to be everything for everyone.”\u003c/p\u003e\n\u003cp\u003eYour brand guide is a great place to describe your audience for collaborators.\u003c/p\u003e\n\u003cp\u003eFor example, Omsom’s audience is first- and second-generation Asian Americans.\u003c/p\u003e\n\u003cp\u003e“I think we did something really powerful in that we really centered the first- and second-generation Asian American community at a time when many brands were overlooking this audience,” Omsom cofounder Vanessa Pham \u003ca href=\"/blog/omsom-storytelling\" target=\"_blank\"\u003esays on \u003cem\u003eShopify Masters\u003c/em\u003e\u003c/a\u003e.\u003c/p\u003e\n\u003ch3 id=\"666\"\u003eVoice and tone\u003c/h3\u003e\n\u003cp\u003eThe \u003ca href=\"/blog/brand-voice\" target=\"_blank\"\u003evoice\u003c/a\u003e and \u003ca href=\"/blog/defining-tone\" target=\"_blank\"\u003etone\u003c/a\u003e decisions outlined in your brand guide will inform your \u003ca href=\"/blog/what-is-copywriting\" target=\"_blank\"\u003ecopywriting\u003c/a\u003e, from the text on your product packaging to your website, social media accounts, and blog posts.\u003c/p\u003e\n\u003cp\u003eVoice and tone go hand-in-hand, but it’s important to understand the difference.\u003c/p\u003e\n\u003cp\u003e“Your voice is constant. Your brand should always sound like your brand, regardless of the channel or situation,” Margaret says. “Tone, on the other hand, is how your voice adapts to different situations. For example, the tone you use with a customer who’s just made a sale is different from how you’d speak to a frustrated customer.”\u003c/p\u003e\n\u003ch3 id=\"777\"\u003eGrammar and style conventions\u003c/h3\u003e\n\u003cp\u003eGrammar and style conventions are the details of how you communicate your brand’s voice. For example, if your brand’s voice is serious and authoritative, you might want to stay away from slang. On the other hand, if your brand’s point of view is youthful, some slang might not be a bad thing.\u003c/p\u003e\n\u003cp\u003eIf you work with writers, editors, or copy editors, they’ll expect guidelines on everything from whether or not your brand uses the serial comma to your preferred style manual (usually AP or Chicago). These might seem like small details, but your brand copy will look sloppy—and potentially confuse readers—if it’s inconsistent. A brand style guide ensures your brand copy will look the same everywhere.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eCreate branded emails in minutes with Shopify Email\u003c/p\u003e\n\u003cp\u003eWith Shopify Email, you can easily create, send, automate, and track email campaigns, all from your Shopify admin—no coding required.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"https://www.shopify.com/email-marketing?itcat=coreblog\u0026amp;itterm=shopify-email-cta\" target=\"_blank\"\u003eDiscover Shopify Email\u003c/a\u003e\n\u003c/div\u003e\n\u003ch2 id=\"4\"\u003eHow to create a brand guide\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#1111\"\u003eDecide if you want to work with an agency or DIY with a brand guidelines template\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2222\"\u003eCreate a mood board\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3333\"\u003eHone in on your brand personality\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4444\"\u003eSet usage guidelines\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eYour brand should be unique, but the process of creating brand guidelines is often the same.\u003c/p\u003e\n\u003cp\u003e“For a lot of people, it’s getting all of their thoughts and ideas out, pointing at other brands they think are doing something good or bad, and using those data points to figure out what this brand’s stakes in the ground are, and then putting some rules around that and organizing it,” Margaret says.\u003c/p\u003e\n\u003cp\u003eHere’s how to create your own brand guide:\u003c/p\u003e\n\u003ch3 id=\"1111\"\u003e1. Decide if you want to work with an agency or DIY with a brand guidelines template\u003c/h3\u003e\n\u003cp\u003eMany founders are not graphic designers and choose to partner with a branding agency to build their brand identity and create brand guidelines.\u003c/p\u003e\n\u003cp\u003e“If you have the idea, but you don’t have someone that can extract it, you have a missing piece in your brand-creation process,” Andrew Benin, founder of olive oil brand Graza, \u003ca href=\"/blog/graza-branding\" target=\"_blank\"\u003esays on \u003cem\u003eShopify Masters\u003c/em\u003e\u003c/a\u003e. (Andrew worked with brand agency \u003ca href=\"https://www.takeagander.com/project/graza\" target=\"_blank\"\u003eGander\u003c/a\u003e to bring Graza to life.)\u003c/p\u003e\n\u003cp\u003eIf you decide to create your own brand guidelines, a brand style guide template is a great way to make sure you include all the necessary elements. Brand guidelines templates typically include editable fields for your brand colors, logos, and fonts.\u003c/p\u003e\n\u003cdiv data-guide=\"brand_guide_template\"\u003e\u003c/div\u003e\n\u003ch3 id=\"2222\"\u003e2. Create a mood board\u003c/h3\u003e\n\u003cp\u003eWhether you work with an agency or an in-house creative team—or create brand guidelines yourself using a brand guidelines template—a mood board can be a helpful starting point for deciding how you want your brand to look and sound. You may want to create two folders of images—one for references that align with how you want your brand to look, and another for how you \u003cem\u003edon’t\u003c/em\u003e want it to look.\u003c/p\u003e\n\u003cp\u003eCreate a document where you can brainstorm ideas for how you want your brand to sound, including thoughts about your audience and brand voice, potential taglines and slogans, value propositions, and words to avoid. Your brand’s \u003ca href=\"/blog/what-is-mission-statement\" target=\"_blank\"\u003emission statement\u003c/a\u003e and values can help guide you toward what feels right.\u003c/p\u003e\n\u003cp\u003eYour visual and written references will become the foundation for your brand identity.\u003c/p\u003e\n\u003cp\u003e“Usually how a branding process starts is you get to know the brand, the founder, maybe there’s a moodboard to help inform the direction, and then we’ll put together a concept, which would include like logos, color, visuals and typography—all the key assets—to give you an idea of how the brand could express itself like in the world,” Ky says.\u003c/p\u003e\n\u003ch3 id=\"3333\"\u003e3. Hone in on your brand personality\u003c/h3\u003e\n\u003cp\u003eYour \u003ca href=\"/blog/brand-personality\" target=\"_blank\"\u003ebrand personality\u003c/a\u003e informs how you will make decisions regarding your brand.\u003c/p\u003e\n\u003cp\u003e“The one thing that we’re always looking for is, ’Does the brand have a distinct point of view?’” Ky says. “And then that point of view gets translated into both visual and verbal assets.”\u003c/p\u003e\n\u003cp\u003eFor example, Heyday Canning Co. cofounder Kat Kavner had a clear vision for the brand.\u003c/p\u003e\n\u003cp\u003e“We want Heyday to feel like your friend that happens to be really good at cooking that loves to invite you over for dinner and is kind of cooking alongside you in the kitchen,” Kat says in an \u003ca href=\"/blog/heyday-caning-viral-marketing-strategies\" target=\"_blank\"\u003einterview with \u003cem\u003eShopify Masters\u003c/em\u003e\u003c/a\u003e. This voice not only informs Heyday’s written copy, but also the visual elements that define the brand.\u003c/p\u003e\n\u003ch3 id=\"4444\"\u003e4. Set usage guidelines\u003c/h3\u003e\n\u003cp\u003eBased on your brand voice, set guidelines regarding how to use the elements of your brand identity—like your logo, color palette, and fonts. Maybe you already have these assets and just need to nail down usage guidelines, like how much space to leave around your logo. If you haven’t created your logo or decided on your brand fonts and colors, you can write your guidelines as you go.\u003c/p\u003e\n\u003cp\u003eThe decisions you make regarding how to use your assets should be intentional.\u003c/p\u003e\n\u003cp\u003e“There should be an underlying system that someone reading the brand guidelines could then take and utilize to create various other things on behalf of the brand,” Ky says.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eBrand guide examples\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#11111\"\u003eNASA\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#22222\"\u003eSlack\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#33333\"\u003eHeyday Canning Co.\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#44444\"\u003eOmsom\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"11111\"\u003eNASA\u003c/h3\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003cp\u003eIn 1976, the National Aeronautics and Space Administration (NASA) released a new logo along with a 60-page-long \u003ca href=\"https://www.nasa.gov/image-article/nasa-graphics-standards-manual/\" target=\"_blank\"\u003emanual\u003c/a\u003e detailing how to use the logo on everything from letterhead to cars.\u003c/p\u003e\n\u003cp\u003eIt also includes NASA’s brand fonts (Helvetica, Futura, Garamond, and Times Roman) and the intention behind each. For example, “The precision letterforms [of Futura] have a technological character and make it a natural for certain NASA projects.”\u003c/p\u003e\n\u003cp\u003eYour brand guide might not be as long as NASA’s and probably won’t include specifications for using your logo on spacecraft, but it’s still a classic brand guide example. “NASA is kind of idolized,” Ky says.\u003c/p\u003e\n\u003ch3 id=\"22222\"\u003eSlack\u003c/h3\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003cp\u003eInstead of a physical or PDF brand guide, instant-messaging software company Slack has a \u003ca href=\"https://brand.slackhq.com/\" target=\"_blank\"\u003ebrand center\u003c/a\u003e with separate web pages for brand values, colors, typography, writing, brand shapes, emoji, illustration, photography, icons, \u003ca href=\"/blog/ui-design\" target=\"_blank\"\u003euser interface\u003c/a\u003e (UI), and swag.\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://brand.slackhq.com/typography\" target=\"_blank\"\u003etypography section\u003c/a\u003e in particular is a great example of how to communicate your typography hierarchy. Slack uses one font for headlines and another for body copy, and its brand center clearly illustrates how to use these two fonts for different situations.\u003c/p\u003e\n\u003ch3 id=\"33333\"\u003eHeyday Canning Co.\u003c/h3\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003cp\u003eOutline created Heyday Canning Co.’s brand guide based on the vision cofounder Kat Kavner had for the brand’s persona.\u003c/p\u003e\n\u003cp\u003e“We had this foundation of knowing who we are and what we stood for and what we wanted to convey that we were then able to take to our design partner and actually brief them on creating our brand identity, our logo and colors and fonts, and then eventually the packaging,” Kat tells \u003cem\u003eShopify Masters\u003c/em\u003e. “That upfront work really helped them understand what we were trying to do and what we wanted to create.”\u003c/p\u003e\n\u003cp\u003eThe 23-page brand guide Outline created for Heyday includes guidelines on how to use the Heyday wordmark and emblem, plus examples of which fonts to use for headlines, quotes, and small data. There’s also a page with examples of unapproved uses and an explanation of what’s wrong with each example. If you’re going to include unapproved uses, make it clear by including an X mark (or another visual indicator).\u003c/p\u003e\n\u003ch3 id=\"44444\"\u003eOmsom\u003c/h3\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003cp\u003eFor Margaret and Ky, it’s important that a brand guide be a branded document itself.\u003c/p\u003e\n\u003cp\u003e“Omsom’s brand guidelines could only be Omsom’s,” Margaret says of the 41-page guide Outline prepared for the Asian sauce brand in 2020. “They look like Omsom made them in Omsom world.”\u003c/p\u003e\n\u003cp\u003eOmsom’s wordmark is meant to evoke flames and take up physical space, just as its brand voice is fiery and proud. “We wanted to echo the brand’s concept in its visuals and then reiterate that in the brand guidelines, because you might not know that, even though you could feel it,” Margaret says.\u003c/p\u003e\n\u003cp\u003eThe brand guide highlights how seemingly small decisions all serve to express Omsom’s brand story. For example, guidelines for clearspace include: “The logomark should maintain tight clearspace in order to consistently convey its maximalist personality.”\u003c/p\u003e\n\u003cp\u003eIncluding explanations like this in your brand guide will help get buy-in from your team and external partners. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"6\"\u003eBrand guidelines FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is in a brand guide?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA brand guide should include instructions for how a brand presents itself both visually and in writing, including how to use logos, typefaces, colors, and graphics, as well as preferred language. A brand guideline template can help ensure you include all the necessary elements.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre brand guidelines the same as a style guide?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe terms “brand guidelines” and “style guide” are sometimes used interchangeably, but “style guide” can also refer to a document of guidelines for written content only, while brand guidelines typically include rules for both visual and written elements. Brand style guides are usually the same thing as brand guidelines.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eDo you need a brand guide?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eMost businesses will need to create a brand guide at some point to ensure brand consistency. You might need a brand guide if you are creating a website or physical product, working with an agency or freelancers, or hiring new employees.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow long should a brand guide be?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA full-length brand guide can be anywhere from 15 to 80 pages, according to Ky Allport and Margaret Pilarski of branding agency Outline. A preliminary brand guide could consist of “just a few pages that has their logo, their colors, their fonts, but not necessarily a lot of guidelines on how to use all of those things,” says Ky.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Learn how to establish effective brand guidelines and create a style guide for your business, with examples from successful brands.","excerptHtml":"\u003cp\u003e\u003cimg alt=\"Icons and templates representing brand guidelines including fonts and color palettes\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/brand-guidelines-and-brand-style-guide.png?v=1704467984\"\u003e\u003c/p\u003e\n\u003cp\u003eLearn how to establish effective brand guidelines and create a style guide for your business, with examples from successful brands.\u003c/p\u003e","seo":{"__typename":"SEO","title":"How To Create Brand Guidelines: Simple Brand Guide Template","description":"Learn how to establish effective brand guidelines and create a style guide for your business, with examples from successful brands."},"metafields":[null,null,{"__typename":"Metafield","value":"Christine Cassis","key":"reviewed_by"},{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/brand-guidelines\",\"en-GB\":\"https://www.shopify.com/uk/blog/brand-guidelines\",\"en-AU\":\"https://www.shopify.com/au/blog/brand-guidelines\",\"en-ID\":\"https://www.shopify.com/id/blog/brand-guidelines\",\"en-NZ\":\"https://www.shopify.com/nz/blog/brand-guidelines\",\"en-ZA\":\"https://www.shopify.com/za/blog/brand-guidelines\",\"en-NG\":\"https://www.shopify.com/ng/blog/brand-guidelines\",\"en-PH\":\"https://www.shopify.com/ph/blog/brand-guidelines\",\"en-SG\":\"https://www.shopify.com/sg/blog/brand-guidelines\",\"en-HK\":\"https://www.shopify.com/hk/blog/brand-guidelines\",\"en-IE\":\"https://www.shopify.com/ie/blog/brand-guidelines\",\"en-MY\":\"https://www.shopify.com/my/blog/brand-guidelines\",\"fr\":\"https://www.shopify.com/fr/blog/charte-graphique\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"How to Build a Business Website for Beginners\",\"url\":\"blog/build-a-website\"},{\"title\":\"The Best Shopify Ecommerce Themes for Your Online Store\",\"url\":\"blog/shopify-themes\"},{\"title\":\"Customizing Your Shopify Theme- How to Use Images, Colors, and Fonts\",\"url\":\"blog/customizing-store-theme\"},{\"title\":\"How to Price Your Products in 3 Simple Steps\",\"url\":\"blog/how-to-price-your-product\"},{\"title\":\"How To Write a Return Policy (+ Free Template) (2024)\",\"url\":\"blog/return-policy\"},{\"title\":\"From Dancers to Bodybuilders- How This Brand Pivoted Without Changing Its Product\",\"url\":\"blog/heyday-footwear-pivoting-a-brand\"},{\"title\":\"The 25 Best Website Designs—and the Creative Businesses That Power Them\",\"url\":\"blog/best-website-design\"},{\"title\":\"Lookbooks- How to Use High-Quality Lifestyle Photography to Boost Sales\",\"url\":\"blog/lookbooks-how-to-use-high-quality-lifestyle-photos-to-boost-sales\"},{\"title\":\"How To Design a Memorable Logo in 8 Easy Steps\",\"url\":\"blog/how-to-design-logo\"},{\"title\":\"Shoot Reflective Products Like a Pro With These DIY Lighting Setups\",\"url\":\"blog/76702789-shoot-reflective-products-like-a-pro-with-these-diy-lighting-setups\"}]","key":"interlinkings_json"},null,{"__typename":"Metafield","value":"[{\"title\":\"How To Make Money on Instagram in 2024 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp\u0026v=1693586866\u0026\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2024\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp\u0026v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? (2024)\",\"tags\":[\"Guides\"],\"handle\":\"what-is-dropshipping\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_dropshipping_chapter_1.jpg?v=1590420594\",\"imageAltText\":\"\",\"modifiedAt\":\"2023-12-05\"},{\"title\":\"What Is Print on Demand \u0026 How To Start a Business (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"print-on-demand\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/what-is-print-on-demand.jpg?v=1598910000\",\"imageAltText\":\"An introduction to print on demand and how to get started.\",\"modifiedAt\":\"2023-11-09\"},{\"title\":\"How To Create a Website in 9 Steps (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"build-a-website\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/1-build-a-website.jpg?v=1615422396\",\"imageAltText\":\"Placeholder\",\"modifiedAt\":\"2023-09-20\"},{\"title\":\"How To Start an Online Store in 2024 (Step-by-Step Guide)\",\"tags\":[\"Starting Up\"],\"handle\":\"start-online-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/store-setup-guide-hero-min.png?v=1593698881\",\"imageAltText\":\"illustration of a chef cooking up a shopify store: how to start an online store\",\"modifiedAt\":\"2023-11-23\"},{\"title\":\"How To Make and Sell Merch Your Fans Will Love (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"make-sell-merch\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/make-sell-merch_dd3029b8-46e0-4593-abc4-ea17f12c0c2e.jpg?v=1664569520\",\"imageAltText\":\"sweatshirt and socks from MrBeast merch line\",\"modifiedAt\":\"2023-12-02\"},{\"title\":\"10 Best Ecommerce Website Builders for Your Online Store (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"best-ecommerce-website-builder\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/best-ecommerce-website-builder.jpg?v=1615833626\",\"imageAltText\":\"Illustration of a basket made out of bricks and mortar, showcasing how an ecommerce website builder can help you construct an online store\",\"modifiedAt\":\"2023-11-06\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0070/7032/articles/brand-guidelines-and-brand-style-guide_f8b8b980-f14e-480e-a8c7-b6c701fb114e.png?v=1729281599","imageAltText":"Icons and templates representing brand guidelines including fonts and color palettes","imageClass":"","modifiedAt":"29 Jul 2024","modifiedAtRaw":"2024-07-29T22:53:15Z"},"metaDescription":"Learn how to establish effective brand guidelines and create a style guide for your business, with examples from successful brands.","contentHtml":"\u003cp\u003eBrand-building is not a one-time exercise. Every time you present your brand to customers is an opportunity to reinforce your brand identity—or dilute it.\u003c/p\u003e\n\u003cp\u003e“It builds trust in your customers if they feel like you have a clear, consistent point of view,” says Ky Allport, creative director of branding agency \u003ca href=\"https://www.weareoutline.com\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eOutline\u003c/a\u003e. According to Ky, the best way to maintain a consistent brand identity is to create a thoughtful and comprehensive brand guide.\u003c/p\u003e\n\u003cp\u003e“A lot of independent brands are raising the bar for what is expected of a brand,” Ky says. Two such brands are \u003ca href=\"https://omsom.com\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eOmsom\u003c/a\u003e and \u003ca href=\"https://heydaycanning.com\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eHeyday Canning Co.\u003c/a\u003e, both Outline clients in the food space. With more small businesses getting serious about their branding, the little things count with consumers.\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\u003cp\u003e“It’s really important to put thought into all of the small details that actually add up to a really compelling experience,” Ky says.\u003c/p\u003e\n\u003cp\u003eTo ensure you have all the details in place, learn what goes into beautiful brand guidelines, then use an easy-to-follow template to create your own.\u003c/p\u003e\n\u003cdiv data-guide=\"brand_guide_template\" data-guide-image=\"https://cdn.shopify.com/s/files/1/0070/7032/files/oie_181720213eMDwOa4.gif\" data-component-name=\"blog-CTA-brand-guide\"\u003e\u003c/div\u003e\n\n\u003ch2 id=\"1\"\u003eWhat is a brand guide?\u003c/h2\u003e\n\u003cp\u003eA brand guide is a set of rules a business creates for how it presents itself to the public, including its visual and design aesthetic, voice, and tone. It dictates the acceptable use of your logo, your specific brand color palettes and fonts, and the tone of your communications.\u003c/p\u003e\n\u003cp\u003eAccording to Ky, a brand guide—also known as a brand book, brand kit, or style guide—usually takes the form of a PDF with different sections for the brand’s logos, fonts, colors, illustrations, and photography.\u003c/p\u003e\n\u003cp\u003e“More than identifying what the pieces \u003cem\u003eare\u003c/em\u003e, brand guidelines’ job is to show you \u003cem\u003ehow\u003c/em\u003e to use those things,” Ky says. “Because you can have a set of colors and a set of fonts and do completely different things with them.”\u003c/p\u003e\n\u003ch3\u003eBrand guidelines vs. brand identity\u003c/h3\u003e\n\u003cp\u003eBrand guidelines are a set of rules that help you communicate your brand identity. Your \u003ca href=\"/sg/blog/brand-identity\" target=\"_blank\"\u003ebrand’s identity\u003c/a\u003e consists of the choices you make about how you want your brand to look and sound in the world. According to Margaret Pilarski, head of strategy at Outline, the brand guide is the roadmap for presenting that identity. That’s why you’ll sometimes see a brand style guide referred to as “brand identity guidelines.”\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eWhy create brand guidelines?\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eYou’re designing (or redesigning) your website\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#22\"\u003eYou’re working with external partners, like an agency or freelancers\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#33\"\u003eYou’re hiring new employees\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#44\"\u003eOther people are using your logo or other brand assets\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBrand rules are the best way to keep your brand consistent across channels, which helps build trust with customers.\u003c/p\u003e\n\u003cp\u003e“You’re creating a recognizable environment so that your shopper is confident and they feel like part of your community,” Margaret says.\u003c/p\u003e\n\u003cp\u003eA brand guideline serves as a way to unite various teams.\u003c/p\u003e\n\u003cp\u003e“What you’re doing on your website matches what you’re doing on social and how you’re sending your email letter that looks consistent with your product label,” Ky says. “And the brand guidelines is one resource that all of those teams share.”\u003c/p\u003e\n\u003cp\u003eBrand guidelines should exactly that, however\u003cmeta charset=\"utf-8\"\u003e\u003cspan data-mce-fragment=\"1\"\u003e—guidelines. You should retain a level of flexibility and always give yourself space to experiment with your brand.\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003eHere are some instances when you may need to create brand guidelines:\u003c/p\u003e\n\u003ch3 id=\"11\"\u003eYou’re designing (or redesigning) your website\u003c/h3\u003e\n\u003cp\u003eFor \u003ca href=\"/sg/blog/ecommerce-brands\" target=\"_blank\"\u003eecommerce brands\u003c/a\u003e, your website is everything. Ky recommends finalizing your brand guidelines before designing your website to make the process smoother.\u003c/p\u003e\n\u003cp\u003e“A lot of clients reach out to us thinking that they just need a website design, and we’ll actually start evaluating their brand foundations and find out they don’t have a full brand toolkit,” Ky says. “If you don’t have that established to start with, the website can only do so much.”\u003c/p\u003e\n\u003ch3 id=\"22\"\u003eYou’re working with external partners, like an agency or freelancers\u003c/h3\u003e\n\u003cp\u003eYou and your employees might be familiar with how to use your brand assets, but as soon as you work with people outside your organization, you should provide them with brand guidelines to keep everyone on the same page.\u003c/p\u003e\n\u003cp\u003e“Any team that’s going to be communicating on behalf of the brand or creating additional assets needs to know what the core [brand] foundation is, both from a visual and verbal perspective,” Ky says.\u003c/p\u003e\n\u003cp\u003eA freelance copywriter, for example, needs to know your \u003ca href=\"/sg/blog/brand-voice\" target=\"_blank\"\u003ebrand voice\u003c/a\u003e, tone, and \u003ca href=\"/sg/blog/target-audience\" target=\"_blank\"\u003etarget audience\u003c/a\u003e. A graphic designer should be familiar with your brand colors and how to use your logo and any other design elements.\u003c/p\u003e\n\u003cp\u003eIf you don’t already have a solid brand guide, external partners may request that you create one before working together. Margaret says sometimes Outline will receive referrals from marketing agencies whose clients are missing brand guidelines.\u003c/p\u003e\n\u003cp\u003e“The marketing agency will send the client our way, like, ‘Please help them. Don’t change the brand or build a whole new thing, but tighten it up, get it together.’”\u003c/p\u003e\n\u003ch3 id=\"33\"\u003eYou’re hiring new employees\u003c/h3\u003e\n\u003cp\u003eA brand guidelines document can help new employees get up to speed. For example, your brand guidelines might include information about tone that would be useful for a new \u003ca href=\"/sg/blog/what-is-customer-service\" target=\"_blank\"\u003ecustomer service\u003c/a\u003e representative.\u003c/p\u003e\n\u003cp\u003eAll the important information about your brand is consolidated in one place, enabling your reps to speak confidently on behalf of your business.\u003c/p\u003e\n\u003ch3 id=\"44\"\u003eOther people are using your logo or other brand assets\u003c/h3\u003e\n\u003cp\u003eIf other entities—like another business you’re collaborating with, an organization you sponsor, or sub-brands—use your logo or other brand elements, you should share your logo usage guidelines with them.\u003c/p\u003e\n\u003cp\u003eMany larger brands post brand logo usage guidelines publicly. Logo usage guidelines are just one part of a full brand guide.\u003c/p\u003e\n\u003cfig\u003e\u003cfigcaption\u003e\u003ca href=\"/brand-assets\" target=\"_blank\"\u003eShopify’s brand guidelines\u003c/a\u003e include directions for how to use the logo.\u003c/figcaption\u003e\u003c/fig\u003e\n\u003ch2 id=\"3\"\u003eElements of a brand guide\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#111\"\u003eLogos\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#222\"\u003eTypography\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#333\"\u003eColor palette\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#444\"\u003eImagery\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#555\"\u003eAudience\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#666\"\u003eVoice and tone\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#777\"\u003eGrammar and style conventions\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEvery brand guide is a little different, but most include sections for these elements:\u003c/p\u003e\n\u003ch3 id=\"111\"\u003eLogos\u003c/h3\u003e\n\u003cp\u003eYour logo is one of the most important aspects of your brand’s visual identity. Most brand guides devote multiple pages to rules surrounding the acceptable use of their logos, including which marks to use for different situations.\u003c/p\u003e\n\u003cp\u003eFor each of your \u003ca href=\"/sg/blog/how-to-design-logo\" target=\"_blank\"\u003ebrand’s logos\u003c/a\u003e, include rules for resizing, clearspace, and color options. You may also want to include examples of how \u003cem\u003enot\u003c/em\u003e to use your logo.\u003c/p\u003e\n\u003ch3 id=\"222\"\u003eTypography\u003c/h3\u003e\n\u003cp\u003eYour brand guide will contain a suite of fonts and guidelines for when and how to use each.\u003c/p\u003e\n\u003cp\u003eFor example, Heyday Sans, the custom typeface Outline created for Heyday Canning Co., has two widths that can be mixed and matched.\u003c/p\u003e\n\u003cp\u003e“The idea behind the font was that it would have this variation in width, so it can get a little bit wider, it could get a little more condensed, and then you can stack it in this kind of playful way,” Ky says.\u003c/p\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003ch3 id=\"333\"\u003eColor palette\u003c/h3\u003e\n\u003cp\u003eA consistent \u003ca href=\"/sg/blog/color-psychology\" target=\"_blank\"\u003ecolor scheme\u003c/a\u003e can immediately orient customers in your brand world. For Heyday Canning Co., Outline chose colors that “feel like they could have come from the natural environment, so nothing that feels artificial,” Ky says.\u003c/p\u003e\n\u003cp\u003eIn your brand guide, give each color a name and include its hex code. In addition to a color palette, you’ll include guidelines for \u003cem\u003ehow\u003c/em\u003e to use each of your brand colors, including the color hierarchy, approved color combinations, and which colors should never go together.\u003c/p\u003e\n\u003cp\u003eAs for how many colors to include, it depends.\u003c/p\u003e\n\u003cp\u003e“When you are designing a brand for a physical product, as part of the packaging, you have to figure out how you’re going to distinguish between the different flavors or variations,” Ky says.\u003c/p\u003e\n\u003cp\u003eFor Heyday, the number of different flavors played a key role in determining the number of brand colors.\u003c/p\u003e\n\u003cp\u003e“We knew we wanted this family of products to have a really fun relationship to one another on the shelf, so it wouldn’t just be a single color across the board,” Ky says.\u003c/p\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003ch3 id=\"444\"\u003eImagery\u003c/h3\u003e\n\u003cp\u003ePhotographs, illustrations, and icons all make up part of your brand’s visual language. Your brand guide is a great place to explain the style for any photography or illustrations used on your website or on a physical product.\u003c/p\u003e\n\u003cp\u003ePhotographers and illustrators should be able to look at the examples in your brand guide to create new images that are consistent with your brand aesthetics. If you don’t have \u003ca href=\"/sg/blog/ecommerce-photography\" target=\"_blank\"\u003ephotographs\u003c/a\u003e or illustrations yet, you can use other brands’ as a visual reference.\u003c/p\u003e\n\u003ch3 id=\"555\"\u003eAudience\u003c/h3\u003e\n\u003cp\u003eYour \u003ca href=\"/sg/blog/target-audience\" target=\"_blank\"\u003etarget audience\u003c/a\u003e will inform what type of content you create and how you present it.\u003c/p\u003e\n\u003cp\u003e“We always encourage our clients to really know who they’re talking to,” Ky says. “Be clear about that, because you’re going to have a lot more success from your true brand champions than if you’re trying to be everything for everyone.”\u003c/p\u003e\n\u003cp\u003eYour brand guide is a great place to describe your audience for collaborators.\u003c/p\u003e\n\u003cp\u003eFor example, Omsom’s audience is first- and second-generation Asian Americans.\u003c/p\u003e\n\u003cp\u003e“I think we did something really powerful in that we really centered the first- and second-generation Asian American community at a time when many brands were overlooking this audience,” Omsom cofounder Vanessa Pham \u003ca href=\"/sg/blog/omsom-storytelling\" target=\"_blank\"\u003esays on \u003cem\u003eShopify Masters\u003c/em\u003e\u003c/a\u003e.\u003c/p\u003e\n\u003ch3 id=\"666\"\u003eVoice and tone\u003c/h3\u003e\n\u003cp\u003eThe \u003ca href=\"/sg/blog/brand-voice\" target=\"_blank\"\u003evoice\u003c/a\u003e and \u003ca href=\"/sg/blog/defining-tone\" target=\"_blank\"\u003etone\u003c/a\u003e decisions outlined in your brand guide will inform your \u003ca href=\"/sg/blog/what-is-copywriting\" target=\"_blank\"\u003ecopywriting\u003c/a\u003e, from the text on your product packaging to your website, social media accounts, and blog posts.\u003c/p\u003e\n\u003cp\u003eVoice and tone go hand-in-hand, but it’s important to understand the difference.\u003c/p\u003e\n\u003cp\u003e“Your voice is constant. Your brand should always sound like your brand, regardless of the channel or situation,” Margaret says. “Tone, on the other hand, is how your voice adapts to different situations. For example, the tone you use with a customer who’s just made a sale is different from how you’d speak to a frustrated customer.”\u003c/p\u003e\n\u003ch3 id=\"777\"\u003eGrammar and style conventions\u003c/h3\u003e\n\u003cp\u003eGrammar and style conventions are the details of how you communicate your brand’s voice. For example, if your brand’s voice is serious and authoritative, you might want to stay away from slang. On the other hand, if your brand’s point of view is youthful, some slang might not be a bad thing.\u003c/p\u003e\n\u003cp\u003eIf you work with writers, editors, or copy editors, they’ll expect guidelines on everything from whether or not your brand uses the serial comma to your preferred style manual (usually AP or Chicago). These might seem like small details, but your brand copy will look sloppy—and potentially confuse readers—if it’s inconsistent. A brand style guide ensures your brand copy will look the same everywhere.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\" data-component-name=\"blog-cta-marketing\"\u003e\n\u003cp class=\"heading--4\"\u003eCreate branded emails in minutes with Shopify Email\u003c/p\u003e\n\u003cp\u003eWith Shopify Email, you can easily create, send, automate, and track email campaigns, all from your Shopify admin—no coding required.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"/email-marketing?itcat=coreblog\u0026amp;itterm=shopify-email-cta\" target=\"_blank\"\u003eDiscover Shopify Email\u003c/a\u003e\n\u003c/div\u003e\n\u003ch2 id=\"4\"\u003eHow to create a brand guide\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#1111\"\u003eDecide if you want to work with an agency or DIY with a brand guidelines template\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2222\"\u003eCreate a mood board\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3333\"\u003eHone in on your brand personality\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4444\"\u003eSet usage guidelines\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eYour brand should be unique, but the process of creating brand guidelines is often the same.\u003c/p\u003e\n\u003cp\u003e“For a lot of people, it’s getting all of their thoughts and ideas out, pointing at other brands they think are doing something good or bad, and using those data points to figure out what this brand’s stakes in the ground are, and then putting some rules around that and organizing it,” Margaret says.\u003c/p\u003e\n\u003cp\u003eHere’s how to create your own brand guide:\u003c/p\u003e\n\u003ch3 id=\"1111\"\u003e1. Decide if you want to work with an agency or DIY with a brand guidelines template\u003c/h3\u003e\n\u003cp\u003eMany founders are not graphic designers and choose to partner with a branding agency to build their brand identity and create brand guidelines.\u003c/p\u003e\n\u003cp\u003e“If you have the idea, but you don’t have someone that can extract it, you have a missing piece in your brand-creation process,” Andrew Benin, founder of olive oil brand Graza, \u003ca href=\"/sg/blog/graza-branding\" target=\"_blank\"\u003esays on \u003cem\u003eShopify Masters\u003c/em\u003e\u003c/a\u003e. (Andrew worked with brand agency \u003ca href=\"https://www.takeagander.com/project/graza\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eGander\u003c/a\u003e to bring Graza to life.)\u003c/p\u003e\n\u003cp\u003eIf you decide to create your own brand guidelines, a brand style guide template is a great way to make sure you include all the necessary elements. Brand guidelines templates typically include editable fields for your brand colors, logos, and fonts.\u003c/p\u003e\n\u003cdiv data-guide=\"brand_guide_template\" data-guide-image=\"https://cdn.shopify.com/s/files/1/0070/7032/files/oie_181720213eMDwOa4.gif\" data-component-name=\"blog-CTA-brand-guide\"\u003e\u003c/div\u003e\n\u003ch3 id=\"2222\"\u003e2. Create a mood board\u003c/h3\u003e\n\u003cp\u003eWhether you work with an agency or an in-house creative team—or create brand guidelines yourself using a brand guidelines template—a mood board can be a helpful starting point for deciding how you want your brand to look and sound. You may want to create two folders of images—one for references that align with how you want your brand to look, and another for how you \u003cem\u003edon’t\u003c/em\u003e want it to look.\u003c/p\u003e\n\u003cp\u003eCreate a document where you can brainstorm ideas for how you want your brand to sound, including thoughts about your audience and brand voice, potential taglines and slogans, value propositions, and words to avoid. Your brand’s \u003ca href=\"/sg/blog/what-is-mission-statement\" target=\"_blank\"\u003emission statement\u003c/a\u003e and values can help guide you toward what feels right.\u003c/p\u003e\n\u003cp\u003eYour visual and written references will become the foundation for your brand identity.\u003c/p\u003e\n\u003cp\u003e“Usually how a branding process starts is you get to know the brand, the founder, maybe there’s a moodboard to help inform the direction, and then we’ll put together a concept, which would include like logos, color, visuals and typography—all the key assets—to give you an idea of how the brand could express itself like in the world,” Ky says.\u003c/p\u003e\n\u003ch3 id=\"3333\"\u003e3. Hone in on your brand personality\u003c/h3\u003e\n\u003cp\u003eYour \u003ca href=\"/sg/blog/brand-personality\" target=\"_blank\"\u003ebrand personality\u003c/a\u003e informs how you will make decisions regarding your brand.\u003c/p\u003e\n\u003cp\u003e“The one thing that we’re always looking for is, ’Does the brand have a distinct point of view?’” Ky says. “And then that point of view gets translated into both visual and verbal assets.”\u003c/p\u003e\n\u003cp\u003eFor example, Heyday Canning Co. cofounder Kat Kavner had a clear vision for the brand.\u003c/p\u003e\n\u003cp\u003e“We want Heyday to feel like your friend that happens to be really good at cooking that loves to invite you over for dinner and is kind of cooking alongside you in the kitchen,” Kat says in an \u003ca href=\"/sg/blog/heyday-caning-viral-marketing-strategies\" target=\"_blank\"\u003einterview with \u003cem\u003eShopify Masters\u003c/em\u003e\u003c/a\u003e. This voice not only informs Heyday’s written copy, but also the visual elements that define the brand.\u003c/p\u003e\n\u003ch3 id=\"4444\"\u003e4. Set usage guidelines\u003c/h3\u003e\n\u003cp\u003eBased on your brand voice, set guidelines regarding how to use the elements of your brand identity—like your logo, color palette, and fonts. Maybe you already have these assets and just need to nail down usage guidelines, like how much space to leave around your logo. If you haven’t created your logo or decided on your brand fonts and colors, you can write your guidelines as you go.\u003c/p\u003e\n\u003cp\u003eThe decisions you make regarding how to use your assets should be intentional.\u003c/p\u003e\n\u003cp\u003e“There should be an underlying system that someone reading the brand guidelines could then take and utilize to create various other things on behalf of the brand,” Ky says.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eBrand guide examples\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#11111\"\u003eNASA\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#22222\"\u003eSlack\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#33333\"\u003eHeyday Canning Co.\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#44444\"\u003eOmsom\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"11111\"\u003eNASA\u003c/h3\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003cp\u003eIn 1976, the National Aeronautics and Space Administration (NASA) released a new logo along with a 60-page-long \u003ca href=\"https://www.nasa.gov/image-article/nasa-graphics-standards-manual/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003emanual\u003c/a\u003e detailing how to use the logo on everything from letterhead to cars.\u003c/p\u003e\n\u003cp\u003eIt also includes NASA’s brand fonts (Helvetica, Futura, Garamond, and Times Roman) and the intention behind each. For example, “The precision letterforms [of Futura] have a technological character and make it a natural for certain NASA projects.”\u003c/p\u003e\n\u003cp\u003eYour brand guide might not be as long as NASA’s and probably won’t include specifications for using your logo on spacecraft, but it’s still a classic brand guide example. “NASA is kind of idolized,” Ky says.\u003c/p\u003e\n\u003ch3 id=\"22222\"\u003eSlack\u003c/h3\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003cp\u003eInstead of a physical or PDF brand guide, instant-messaging software company Slack has a \u003ca href=\"https://brand.slackhq.com/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003ebrand center\u003c/a\u003e with separate web pages for brand values, colors, typography, writing, brand shapes, emoji, illustration, photography, icons, \u003ca href=\"/sg/blog/ui-design\" target=\"_blank\"\u003euser interface\u003c/a\u003e (UI), and swag.\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://brand.slackhq.com/typography\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003etypography section\u003c/a\u003e in particular is a great example of how to communicate your typography hierarchy. Slack uses one font for headlines and another for body copy, and its brand center clearly illustrates how to use these two fonts for different situations.\u003c/p\u003e\n\u003ch3 id=\"33333\"\u003eHeyday Canning Co.\u003c/h3\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003cp\u003eOutline created Heyday Canning Co.’s brand guide based on the vision cofounder Kat Kavner had for the brand’s persona.\u003c/p\u003e\n\u003cp\u003e“We had this foundation of knowing who we are and what we stood for and what we wanted to convey that we were then able to take to our design partner and actually brief them on creating our brand identity, our logo and colors and fonts, and then eventually the packaging,” Kat tells \u003cem\u003eShopify Masters\u003c/em\u003e. “That upfront work really helped them understand what we were trying to do and what we wanted to create.”\u003c/p\u003e\n\u003cp\u003eThe 23-page brand guide Outline created for Heyday includes guidelines on how to use the Heyday wordmark and emblem, plus examples of which fonts to use for headlines, quotes, and small data. There’s also a page with examples of unapproved uses and an explanation of what’s wrong with each example. If you’re going to include unapproved uses, make it clear by including an X mark (or another visual indicator).\u003c/p\u003e\n\u003ch3 id=\"44444\"\u003eOmsom\u003c/h3\u003e\n\u003cfig\u003e\u003c/fig\u003e\n\u003cp\u003eFor Margaret and Ky, it’s important that a brand guide be a branded document itself.\u003c/p\u003e\n\u003cp\u003e“Omsom’s brand guidelines could only be Omsom’s,” Margaret says of the 41-page guide Outline prepared for the Asian sauce brand in 2020. “They look like Omsom made them in Omsom world.”\u003c/p\u003e\n\u003cp\u003eOmsom’s wordmark is meant to evoke flames and take up physical space, just as its brand voice is fiery and proud. “We wanted to echo the brand’s concept in its visuals and then reiterate that in the brand guidelines, because you might not know that, even though you could feel it,” Margaret says.\u003c/p\u003e\n\u003cp\u003eThe brand guide highlights how seemingly small decisions all serve to express Omsom’s brand story. For example, guidelines for clearspace include: “The logomark should maintain tight clearspace in order to consistently convey its maximalist personality.”\u003c/p\u003e\n\u003cp\u003eIncluding explanations like this in your brand guide will help get buy-in from your team and external partners.\u0026nbsp;\u003c/p\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/build-a-website\"\u003eHow to Build a Business Website for Beginners\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/shopify-themes\"\u003eThe Best Shopify Ecommerce Themes for Your Online Store\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/customizing-store-theme\"\u003eCustomizing Your Shopify Theme- How to Use Images, Colors, and Fonts\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/how-to-price-your-product\"\u003eHow to Price Your Products in 3 Simple Steps\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/return-policy\"\u003eHow To Write a Return Policy (+ Free Template) (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/heyday-footwear-pivoting-a-brand\"\u003eFrom Dancers to Bodybuilders- How This Brand Pivoted Without Changing Its Product\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/best-website-design\"\u003eThe 25 Best Website Designs—and the Creative Businesses That Power Them\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/lookbooks-how-to-use-high-quality-lifestyle-photos-to-boost-sales\"\u003eLookbooks- How to Use High-Quality Lifestyle Photography to Boost Sales\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/how-to-design-logo\"\u003eHow To Design a Memorable Logo in 8 Easy Steps\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/sg/blog/76702789-shoot-reflective-products-like-a-pro-with-these-diy-lighting-setups\"\u003eShoot Reflective Products Like a Pro With These DIY Lighting Setups\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"6\"\u003eBrand guidelines FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is in a brand guide?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA brand guide should include instructions for how a brand presents itself both visually and in writing, including how to use logos, typefaces, colors, and graphics, as well as preferred language. A brand guideline template can help ensure you include all the necessary elements.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre brand guidelines the same as a style guide?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe terms “brand guidelines” and “style guide” are sometimes used interchangeably, but “style guide” can also refer to a document of guidelines for written content only, while brand guidelines typically include rules for both visual and written elements. Brand style guides are usually the same thing as brand guidelines.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eDo you need a brand guide?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eMost businesses will need to create a brand guide at some point to ensure brand consistency. You might need a brand guide if you are creating a website or physical product, working with an agency or freelancers, or hiring new employees.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow long should a brand guide be?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA full-length brand guide can be anywhere from 15 to 80 pages, according to Ky Allport and Margaret Pilarski of branding agency Outline. 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