LOGOS (Prime And Secondary)The backbone of any organization’s identity and style guide is the logo. Brand style guidelines include information and visual examples of the size of the logo, when and how to use the mark, the backgrounds that are usable against the mark, exclusion zones around the logo, and the incorrect usage of the logo. While the logo is the primary visual identifier that clients see, a company can also utilize one or more secondary logos (such as individual products or services). The secondary logo should complement the prime logo and can be used in different circumstances to help strengthen the brand. The secondary logo section of a style guide should have the information about logo sizes, usage parameters, and should identify incorrect usage.
Color PaletteIt is essential that a company style guide contain a color palette. A color palette displays the brand colors along with the technical color codes in accordance to the medium in which the graphics will be used. For example, Pantone and CMYK for print or hex and RGB for web. These color codes are displayed as swatches, enabling the user to take a quick at-a-glance visual of the palette. This section would also show the correct and incorrect usage of the colors with the logo.
TypographyBranded typography includes the different typefaces, fonts, or style of text that a company uses. These typefaces are typically used in the primary or secondary logos that have a typography element, marketing collateral, or any published material from the company. The style guide establishes the formats, size, and layout of the typeface and font across all branded materials (print, web, and digital media).
BRAND STYLE GUIDE (or Brand Bible)Similar to the style guide is the brand style guide, sometimes referred to as the brand bible. This guide is a more elaborate version of the style guide. While the style guide covers the basics of branding a company or corporate identity, a brand style guide provides more detail in more categories of issues related to the brand. These categories cover topics that pertain to the brand and the design. For example:
- Logo design
- Secondary logo
- Iconography (images)
- Graphic language
- Editorial voice and tone
- Legal guidelines
- Brand platform