What Is a Brand Guide and Why Startups Need One
A brand guide, also called a brand style guide, is a short document that keeps your logo, colors, fonts, and voice consistent everywhere your business appears. For a startup, it is the cheapest way to look professional from day one. This guide explains what a brand guide is, what to include, and how to create one without an agency.
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What is a brand guide?
A brand guide is a set of rules for how your business looks and sounds. It shows people, such as designers, developers, printers, and new hires, exactly how to use your logo and brand assets. Without one, a logo gets stretched, colors drift, and each new piece of marketing looks slightly different.
What to include in a startup brand guide
| Section | What to write down |
|---|---|
| Logo | Main logo, one-color version, reversed version, icon, minimum size, clear space around it |
| Logo misuse | Examples of what not to do: stretching, recoloring, adding effects, placing on busy photos |
| Colors | Primary, accent, and neutral colors with HEX, RGB, and CMYK values |
| Typography | Heading font, body font, sizes, and where each one is used |
| Imagery | Photo style, icon style, and any patterns or graphics |
| Voice and tone | Three words that describe how you sound, plus a sample sentence |
| Templates | Social post sizes, email header, business card layout |
How to create a brand guide without an agency
- Finalize your logo and files. Do not write a brand guide for a logo you may change next month.
- Record your colors. Copy the HEX codes from your logo file and add RGB and CMYK values for print. Keep the same values in your website code.
- Choose two fonts. One for headings and one for body text. Note the fallback font for when the main font is not installed.
- Show good and bad examples. Take a screenshot of correct logo use, then a screenshot of a stretched or recolored logo labeled "never do this." Visual examples are faster to read than rules.
- Write three voice words. For example: "clear, friendly, expert." Add one sentence that shows the tone.
- Save it as a shared PDF or doc. Keep it short. Five to ten pages is enough for most startups.
Common brand guide mistakes
- Making it too long. A 60-page guide no one reads helps no one. Keep the rules easy to scan.
- Forgetting the file list. Say which logo file to use for which job. Link to the folder with the files.
- Not updating it. When you change a color or a font, update the guide the same day.
Why startups need a brand guide early
Early on, the founder makes every design decision. As soon as you hire a designer, a developer, or a freelancer, the brand starts to drift. A brand guide lets new people work on your brand without asking you every time. It also helps investors and partners see that you think about your brand carefully.
Where to start
Choose your logo first, then write a one-page version of the guide this week. Expand it as your business grows. If you still need a logo, BuildMyLogo can help you create logo options free and download the files you need for your guide. For the file types to include, see our logo file formats guide.
FAQ
What is a brand guide?
A brand guide, also called a brand style guide, is a short document that shows how to use your logo, colors, fonts and voice consistently.
How long should a startup brand guide be?
Five to ten pages is enough for most startups. Keep it easy to scan so people will actually use it.
Do I need a brand guide before I have a logo?
Finalize your logo first. A brand guide written for a logo you will change next month wastes time.
Can a startup make a brand guide without an agency?
Yes. Record your colors, fonts, logo versions and voice in a shared document, then update it whenever the brand changes.
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