Brand guidelines are an important tool for maintaining a coherent and professional brand identity. They should be flexible enough for any new designers to be creative and rigid enough to keep your brand consistent. Brand guidelines protect your identity.

1. Personality and Values

The importance of your brand vision, personality and values. How do you, your people and the people close to you talk about your brand…

Now, Sit Down

Buying a new sofa is a confounding experience – it’s not designed with users in mind. Now, Sit Down not only rethought the sofa but the purchase process as well to make delivery and choice straightforward. Because it’s people like us who do things like this.

Now, Sit Down wanted to emphasise that they are always in conversation with their customers. At every touchpoint, tone of voice and language had to be considered. Adding a comma to the logo gave customers a moment to consider, “now, what’s next?” which became a tool that portrays the brand’s relaxed personality.

2. Mission Statement and Ethos

Your mission statement defines the purpose of your work and the effect you intend to have on the world around you. It states what you do for others and the approach you follow.


&Saunter celebrate women by creating uncompromising luxury fashion, consciously and with integrity. With every purchase of &Saunter you know you are buying into quality, U.K. made swimwear with the intent of caring for the earth.

A mission statement is an effective way of distilling the essence and ethos of your brand. It allows people to align and understand the purpose of the company or the business. For &Saunter it connects social, environmental awareness with the responsibility of wearing beautiful, well-made and long-lasting clothing, for women going places. 

3. Your logo, what to do with it, what not to do with it

Many people would jump to their logo as the hallmark of their brand, without acknowledging other important brand features, such as showing the use of the logo, minimum sizes, spacing and what not to do.


Thinkg is a positivity campaign reminding you to stop overthinking and go for it, whatever that may be! Do your thing, not your think! A logo will be used in many different ways.

For Thinkg, this could stretch across hoodies, websites, business cards and if incorrectly placed would undermine the message and look and feel of the brand. The spacing around the logo, colour use, and sizing are all important and will be included in your brand guidelines.

4. Colour Palette, Typography and Image Library

The colours, typography, and images used in the brand guidelines support your brand with consistency.

Colour Palette
Showcasing primary and secondary colour palettes with a breakdown for print, screen and web.

Showcase the specific fonts and default fonts for web use which can be used and the details for downloading/accessing the fonts through the company. Include an alternative system font.

Image Library
Explain why certain images are used and not used. This helps express the brands’ character with appropriate and relevant imagery that has the brands look and feel.

5. Brand Application

The delivery of a project is equally as important as the brand itself. A strong brand presentation should inspire you and is the first step to finding a brand you have completely fallen in love with. 


GlastoCast, the (unofficial) Glastonbury Festival Podcast welcomes thousands of newcomers and veterans to the festival. The former will be looking for information, whereas the latter can provide guidance while getting their Glastonbury fix throughout the rest of the year. 

For GlastoCast, the logo would be seen at very specific touchpoints, iOS podcasts and in smaller thumbnails in the iTunes charts. Using high fidelity mockups showcased the logo in these areas, giving GlastoCast a greater insight into how their logo works across multiple platforms. 

6. Extra features

Detailed brand guidelines can include  design layouts/grids, website layouts, signage specifications, advertising, merchandise, copy-writing styles etc. Brand guidelines are dynamic and will develop over time. 

The elina app provides support for people suffering from long-term pain, through collaboration with a team of doctors, professionals and close friends, their chosen “e-team”.

Content needs to be easy to use, especially for people with vulnerabilities. The app is designed with accessibility as the core focus and this needed to be translated in the brand guidelines so that the is a consistently positive experience for everyone. The brand guidelines contain minimum button heights and correct colour contrasts.