Jake Intel

Jake Group

The Importance of a Brand Identity Style Guide

  • By Jake Group
  • April 3, 2015
  • Design

The Why

You’ve worked hard to create your business. You took the time to meet with a marketing and design team to generate the company image in a way you feel best represents its identity. You feel good about your new website, marketing materials and office package and you’re ready to serve your clients with confidence. A work change happens and you need to re-do your business cards. It’s not very difficult, so you ask someone in-house to do it. The day the new cards arrive you’re in a hurry and you hand them out to everyone you know, not thinking twice. Later, when you have a moment to breathe, you take out your business card to admire it, and that’s when you notice it… the logo doesn’t quite fit on the new card, so your designer slightly altered its dimensions, and now you see it compressed like a deflated donut. Your company image which once appeared vibrant now looks like it needs to be defibbed.

How do you avoid such mistakes and make certain there is consistency in your public presence? Enter the Brand Identity Style Guide (or Brand Bible).  If you want to ensure your brand remains recognizable and that everyone who represents your company out in the world is using the exact same imagery and language, this guide is a modern essential.

The What

So, what’s in it and how does it work? The guide states the specific visuals and language of your brand.  This way, for any employee, vendor or designer who uses your visual identity, the guidelines are available and easy to follow.  While Brand Bibles can be any length, depending on the size or needs of the company, all of them have these basic elements:



Your logo, with the correct size and clear space, placement specifications, and acceptable alterations.


A defined color palette both by name and value. This will include values for print (PMS, CMYK) and digital (RGB, HEX).


The typeface used in your logo and any other fonts that are used in print and digital applications.


Specific icons or images that are exclusively or commonly used for the company.

The guide can also include other sections such as a brand overview, brand attributes, and brand language styles and vocabulary.

The Conclusion

No matter the company size, a Brand Identity Style Guide is best practice for modern businesses. It gives you the tools to maintain brand integrity in all marketing materials, which translates to clarity and peace of mind. Interested in learning more or developing a branding guide for your business? Contact us for more information.