Overview
A brand style guide is the rulebook for your brand. It documents how your business looks and sounds — so that whether it's you, a team member, a designer, or a printer producing something, the result is always consistent.
Why consistency matters
Brand recognition is built through repetition. The more consistently your business presents itself — the same colours, the same fonts, the same tone of voice — the more familiar and trustworthy it becomes to the people who encounter it. Studies consistently show that consistent branding increases revenue and builds customer trust faster than inconsistent presentation.
Without a style guide, brand inconsistency creeps in gradually. A team member uses the wrong shade of blue. A social post uses a different font. A supplier prints your logo on a background that makes it unreadable. Over time, these small deviations erode the coherence of your brand and make your business look less professional than it is.
A style guide prevents all of this. It's a single source of truth that anyone involved in your business can reference.
What's in a brand style guide
We create style guides that are practical and easy to use — not design documents that sit in a folder and never get opened.
Logo usage
How to use your logo correctly — approved versions, minimum sizes, clear space requirements, and what not to do. Includes all logo variants (full colour, reversed, monochrome) with guidance on when to use each.
Colour palette
Your primary and secondary colours with exact values for every context — HEX for web, RGB for digital, CMYK for print, and Pantone references if you need them. No more guessing what shade of green your brand uses.
Typography
Your brand fonts, how they're used, and the hierarchy between them. Headings, body copy, captions — each with guidance on weight, size, and spacing so everything your brand produces reads consistently.
Tone of voice
How your brand communicates in writing — the personality, the language, the things you do and don't say. This section is especially useful for businesses with a team producing content, or when briefing copywriters and social media managers.
Imagery & photography style
Guidance on the type of photography, illustration, or graphic style that fits your brand — so that every image you use feels like it belongs to the same visual world.
Do I need one?
If you're a solo operator doing everything yourself, a lightweight guide covering your logo, colours, and fonts is enough to keep things consistent. If you have a team, work with contractors, or are growing quickly, a more comprehensive guide pays for itself quickly in time saved and mistakes avoided.
We can produce a style guide as a standalone project for an existing brand, or as part of a new branding engagement. Either way, you'll walk away with a practical document you'll actually use.
Common questions about brand style guides
What does a style guide include?
Logo usage rules (approved versions, minimum sizes, clear space, what not to do), colour palette with exact values in HEX, RGB, CMYK, and Pantone, typography hierarchy (which fonts, weights, and sizes for headings and body), brand voice and tone guidelines, and imagery style direction. All in a practical document anyone can use.
Do I need one as a small business?
Even solo operators benefit from a lightweight guide covering logo, colours, and fonts. If you have a team, work with contractors, or produce content across multiple channels, a more comprehensive guide pays for itself quickly in time saved and brand inconsistencies avoided.
Can you document an existing brand you didn't design?
Yes. We can document any existing brand as a standalone project — regardless of who designed it originally. We organise what exists, fill any gaps, and deliver a complete, usable reference document.
What format do you deliver the style guide in?
PDF, optimised for both digital sharing and print. Easy to distribute to team members, contractors, printers, and suppliers without any explanation required. Design source files can be provided on request.