Brand Guide Template

by | Jun 1, 2025 | Digital Marketing | 0 comments

Brand Guide header image

Who we are

A diverse team greets a visitor in a bright office lobby, showing who the organization is and the people behind it.

[Organization Name] is a [type of organization or institution] founded in [year] in [location]. [Brief description of what the organization does, its mission, and key offerings]. [Add relevant statistics about size, reach, or impact]. The organization serves [target audience description] and is known for [key distinguishing characteristics].

Brand platform

A hub-and-spoke diagram placing the brand platform at the center of promise, people, opportunities and experiences.

The brand platform inspires messaging that is unique to the organization: [core brand essence or word].

The brand platform establishes the foundation for all marketing decisions, and it covers more than a logo or tagline. A message that falls outside the brand promises is probably not worth telling.

Promise to make it [Brand Essence]

[Brand Essence] people

  • [stakeholder group 1]
  • [stakeholder group 2]
  • [stakeholder group 3]
  • [target audience]

[Brand Essence] opportunities

  • [key offering 1]
  • [key offering 2]
  • [unique advantage 1]
  • [unique advantage 2]

[Brand Essence] experiences

  • [experience type 1]
  • [experience type 2]
  • [experience type 3]
  • [experience type 4]

Brand attributes

Four labeled cards represent the personality traits that make up a brand's attributes.

Brand attributes are characteristics that describe the personality of the brand.

  • [Attribute 1]: [brief description]
  • [Attribute 2]: [brief description]
  • [Attribute 3]: [brief description]
  • [Attribute 4]: [brief description]

Differentiators

A diagram shows one organization standing apart from a cluster of competitors through its distinct differentiators.

Differentiators are enduring features that separate the organization from competitors.

The organization celebrates [unique positioning]:

  • [Differentiator 1]
  • [Differentiator 2]
  • [Differentiator 3]
  • [Differentiator 4]
  • [Differentiator 5]

Brand stories

Three rising panels compare features, benefits and stories, showing stories connect most with an audience.

Focus on the journey as well as the outcomes. Show what daily life looks like for your audience. Demonstrate processes, showcase behind-the-scenes moments, and highlight what makes your organization special.

Share stories that are:

  • Compelling: emotionally engaging
  • Current: timely and relevant
  • Bite-sized: digestible in small pieces
  • Relatable: connects with the audience
  • More than features and benefits: goes beyond facts to emotion

Features vs benefits vs stories

  • Feature: A factual statement about a product or service
  • Benefit: Answers “What’s in it for me?”
  • Story: Real, emotive narratives that connect emotionally

Messaging centers on authentic brand stories as well as features and benefits.

Tone of voice

Two colleagues discuss a printed draft, showing how a consistent tone of voice is shaped by how an organization speaks.

[Primary tone descriptor].

Tone of voice is how the organization says what it says. All communications must consistently share the organization’s trademark tone of voice.

[Primary tone] means

[Sub-descriptor 1]. [Sub-descriptor 2]. [Sub-descriptor 3]. [Sub-descriptor 4].

  • Use [writing style guidelines].
  • Avoid [things to avoid].
  • [Additional voice guidance]

Power statements

A copywriter arranges sticky notes on a wall while brainstorming memorable headline phrases with a teammate.

Use memorable phrases in headlines, subject lines, social media, and body copy.

  • [Topic 1]: [Powerful statement about this area]
  • [Topic 2]: [Powerful statement about this area]
  • [Topic 3]: [Powerful statement about this area]
  • [Topic 4]: [Powerful statement about this area]

Frequently used words

Six action word tiles with lightning icons illustrate verbs that create energy and urgency in brand copy.

Active words and verbs that create energy and urgency.

  • [Action word 1]
  • [Action word 2]
  • [Action word 3]
  • [Action word 4]
  • [Action word 5]
  • [Action word 6]
  • [Action word 7]
  • [Action word 8]
  • [Action word 9]
  • [Action word 10]

Visual identity

A tree diagram shows the logo system branching into full name, abbreviated, and icon versions with their layouts.

Logo system

Full name logo

  • Full-name horizontal: [Description of when to use]
  • Full-name stacked: [Description of when to use]
  • Full-name wordmark: [Description of when to use]

When to use: Use full name variations when brand recognition is low or in formal contexts.

Abbreviated logo

  • [Abbreviated] vertical: [Description]
  • [Abbreviated] horizontal: [Description]
  • [Abbreviated] wordmark: [Description]

When to use: Use abbreviated versions only when the full organization name appears elsewhere.

Icon/Symbol

When to use: Use only when the organization name appears elsewhere or in internal communications.

Logo usage guidelines

Clear space

  • Maintain [measurement] of clear space around the logo.
  • Keep the area free of all other graphics, text, and logos.

Minimum size restrictions

  • Full-name horizontal logos: minimum [measurement] tall
  • Abbreviated wordmark: minimum [measurement] wide
  • Contact [department] with size questions.

Unacceptable applications

Do not:

  • Recreate or modify the logo
  • Change colors
  • Stretch or distort
  • Make transparent
  • Move logo elements
  • Tilt or rotate
  • Mix logo variations
  • Use web logos for print

Color variations

  • White logo: Use on dark backgrounds.
  • Black logo: Use on light backgrounds.
  • Full-color logo: Use on white or neutral backgrounds.
  • [Brand color] logo: Use on contrasting backgrounds.

Logo on photography

  • Use full-color on light photos.
  • Use the white or light version on dark photos.
  • Do not place the logo over people or complex focal points.
  • Use designer judgment for placement.

Organization seal

A seal graphic with checks and crosses shows it is only for formal and official documents, never general use or apparel.

When to use: Use for formal and official documents only. Do not use for general purposes or apparel. Do not alter the seal or blend it with other designs.

Color palette

Primary and secondary color swatches with PMS, CMYK, RGB and HEX labels for keeping brand colors consistent.

Primary palette

[Primary Color Name]

  • PMS: [number]
  • CMYK: [values]
  • RGB: [values]
  • HEX: [code]

[Secondary Color Name]

  • PMS: [number]
  • CMYK: [values]
  • RGB: [values]
  • HEX: [code]

Secondary palette

Use additional colors in publications to maintain cohesive branding.

[Color 1 Name]

  • PMS: [number]
  • CMYK: [values]
  • RGB: [values]
  • HEX: [code]

[Color 2 Name]

  • PMS: [number]
  • CMYK: [values]
  • RGB: [values]
  • HEX: [code]

[Color 3 Name]

  • PMS: [number]
  • CMYK: [values]
  • RGB: [values]
  • HEX: [code]

Typography

Four sample lines shrink from headline to caption, showing how typography hierarchy ranks text by importance.

Primary font family

[Font Name]: Primary sans-serif or serif typeface for [usage description].

Secondary print font

[Font Name]: [Description of when and how to use]

Primary web font

[Font Name]: Primary web font for [usage description].

Typography hierarchy

  • Headline: [Font, size, weight]
  • Subheading: [Font, size, weight]
  • Body copy: [Font, size, weight]
  • Caption: [Font, size, weight]

Department/Division identifiers

Vertical and horizontal department identifier layouts are compared with a warning against stretching the logo.

Usage guidelines

All departments can use the main logo system. Unique identifiers can include department names with the organization logo.

  • Vertical identifier: [When to use]
  • Horizontal identifier: [When to use]

Unacceptable applications

  • Do not recreate identifiers
  • Do not change colors
  • Do not stretch or realign
  • Do not move elements
  • Use only official versions

Photography guidelines

A craftsperson works unposed in natural light, showing the authentic, unstaged style of brand photography.

What makes our photos authentic?

  • Shots are natural and unstaged.
  • Show real people doing real work.
  • Capture authentic moments and environments.
  • Avoid artificial filters and effects.
  • Shoot from natural eye level.
  • Subjects do not always look at the camera.

Photo subjects must highlight:

  • [Key theme 1]
  • [Key theme 2]
  • [Key theme 3]
  • [Environmental context]
  • [Activity or action]

Videography guidelines

A videographer follows a worker on location with natural light, capturing the real action and environment.

What makes our videos authentic?

  • Shoot on location where work happens.
  • The camera follows the action instead of holding static shots.
  • Use natural light when possible.
  • Feature authentic voices and stories.
  • Show passion and conviction.
  • Capture real environments and culture.

Videos must highlight:

  • [Organizational culture or environment]
  • [Passion for mission or work]
  • [Unique identity and positioning]
  • [Geographic or physical context]
  • [Community and relationships]

Implementation notes

A team studies a printed brand guide together in a training session, showing how it is shared and applied.

Follow these practices for this brand guide:

  • Share it with all team members.
  • Reference it for all external communications.
  • Update it periodically to keep it current.
  • Use it as training material for new staff.
  • Apply it consistently across all touchpoints.

Contact [Brand Management Team or Department] with questions about brand implementation.

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