A complete, structured brand guidelines document your team can populate — covering every element needed to produce consistently on-brand work across every channel.
Download Free Template ↓Brand guidelines are only valuable if they are specific enough to be actionable and accessible enough to be used. A generic guidelines document that says "use the logo consistently" and shows one version of the logo is not a brand system — it is a brand aspiration. Real brand guidelines give anyone producing brand output — designers, marketers, sales teams, external agencies — enough specificity to make correct decisions without asking.
This template covers every section a complete set of brand guidelines should include, with instructions for what to document in each section and examples of what good looks like. It is designed to be filled in by a brand designer or senior creative, but can also serve as a brief for engaging a designer to develop your guidelines from scratch. See our brand guidelines service for professionally produced guidelines.
Strategic foundation, brand personality traits, and the "why" behind the visual decisions.
All variants, usage rules, minimum sizes, clear space, and incorrect usage examples.
Full palette with all colour values, accessibility ratios, and dark mode specifications.
Typeface specifications, hierarchy rules, and web font licensing details.
Style guidance, grading direction, composition rules, and on/off-brand examples.
Brand personality, writing principles, vocabulary guidance, and do/don't examples.
Approved icon set, style rules, scale, and colour application guidance.
On-brand applications across social, email, presentations, and print.
Brands with documented and distributed guidelines produce consistent creative output across teams and partners. Lucidpress found that consistent brand presentation increases revenue by an average of 23% — driven by improved recognition, trust, and conversion at every customer touchpoint.
Available as a Figma file, Google Slides, and PDF. Fill in your brand details and you have a complete, shareable brand guidelines document.
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