Brand system
Brand
guidelines
Brand guidelines, also called a brand book or brand style guide, are the document that defines how a brand's identity is used in any piece. At the studio of Silvia Molina and León Corkidi we design them as a working tool, so any person or team can communicate the brand with no margin for error.
What brand guidelines are for
Brand guidelines prevent every vendor, designer or team member from interpreting the identity in their own way. With the rules written down, the brand looks the same on a billboard, an Instagram story, a sales deck and a package.
Brand guidelines also save production time, because decisions about color, typography and layout are already made and documented. Every new piece starts from those rules instead of from scratch.
What's included
- Brand foundationsPurpose, personality and principles that explain why the identity looks the way it does.
- Logo rulesVersions, clear space, minimum sizes, approved backgrounds and examples of incorrect use.
- ColorPrimary and supporting palette with codes for screen and print, and their proportions of use.
- TypographyTypefaces, weights and hierarchy for headlines, body text and data.
- Graphic elements and imageryIcons, patterns, photographic style and layout criteria.
- ApplicationsExamples on stationery, digital pieces, social media and any other touchpoint the brand needs.
How we work
-
01
Audit
We review the existing identity and the pieces already in circulation to spot inconsistencies.
-
02
Define
We set the rules for logo, color, typography, graphic elements and imagery.
-
03
Apply
We bring the rules to the pieces the brand actually uses to prove that they work.
-
04
Document
We deliver the guidelines in a clear format for internal teams, agencies and printers.
Guidelines built for the people who use them
Brand guidelines that nobody opens do not protect the identity. The studio designs them for the people who produce pieces every day, with visual examples of what to do and what to avoid, and short explanations that make sense without design training.
The guidelines can also include the brand's verbal identity, with its tone of voice and communication rules, so image and language live in a single document.
Guidelines for a brand that already exists
Brand guidelines do not require a redesign. The studio can document an existing logo, organize its versions, fix its palette and write the rules that are unclear today.
If the audit reveals legibility or reproduction problems, the studio points them out and proposes adjustments before documenting them.
Frequently asked questions
What should brand guidelines include?
Brand guidelines include the brand foundations, logo versions and rules, the color palette with its codes, typography, graphic elements, image style and examples of application on the pieces the brand uses.
What is the difference between brand guidelines and a visual identity?
A visual identity is the brand's graphic system. Brand guidelines are the document that explains how to use that system so it is applied the same way everywhere.
Can you create guidelines for a logo I already have?
Yes. The studio documents existing identities and, if it finds problems, proposes adjustments before setting the rules.
Does a small business need brand guidelines?
A small business also works with designers, printers or people who run its social media. Guidelines stop each of them from changing the brand and save explanations with every request.
Can the guidelines include tone of voice?
Yes. The guidelines can combine the visual identity and the verbal identity in one document.
How often should brand guidelines be updated?
Brand guidelines are updated when the brand adds products, channels or pieces that the existing rules do not cover.
Clear rules for a consistent brand
If your brand looks different in every piece, guidelines are the place to start. Tell us what you have and we will propose how to document it.