A style guide is a guide for how a brand should be represented and presented from both a graphic and language standpoint. The main purpose of a style guide is to ensure that contributors to a brands online presence, website, or other marketing materials stay consistent with the brands message and overall styling.
A brand style guide may include, but is not limited to the following:
- Color palette
- Brand messaging & verbage
If there are multiple contributors to your brand such as a web designer, social media manager, graphic designer, etc, you and your contributors will greatly benefit from a style guide. It will save your contributors time, and will save you money since you will have clear guidelines about how design and marketing should be executed in order to maintain consistency in your brands message.
You first need to define your brands values, mission and message, and distill that down into a positioning statement, and create a mood board with imagery, colors, typography etc, that you further refine in order to create a style guide with the exact typography, color pallete, imagery, etc.
Tools for making a style guide:
- Google Images & Shutterstock – For gathering image ideas for moodboard
- Pinterest – Create a board, and start pinning images to it
- Adobe Photoshop, or Illustrator – For creating the final styleguide
Or, if you don’t feel like doing it yourself, you can just hire us to build a style guide for you 🙂
Example Of a Style Guide
Why Brand Consistency Is Important
The whole point of a brand is differentiate from the competitors, and attract a loyal following that knows, likes, and trusts the brand. In order for followers to know like and trust a brand, the brand must have a clear and concise message, and convey that message consistently across the brand’s various channels of marketing including the brand’s website, print materials, online marketing campaigns, and more. This does not mean, that a brand cannot update or evolve over time, however when a brand does update, it should stay fairly consistent to the overall styling.
Example Of Brand Evolution Consistency
Notice in the example above, Pepsi maintained the exact same shade of red throughout all their logos, and the stayed true to their brand by following the same general line style, incorporating the curvy, scroll look of their former days as an upcoming brand, while giving the logo a modern facelift and improving upon the design by adding the color blue to gain trust, and of course the combination of red, white, and blue to convey the patriotic message that Pepsi-Cola is as american as apple pie and barbecues.
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