Brand guidelines are included with every logo we design at NC Digital — and they're one of the deliverables that most small businesses underuse. Tucked into a folder alongside the logo files, they often don't get opened until someone asks "can you send the brand guidelines?" and the business owner has to go hunting for them.
Here's what brand guidelines actually contain, and more importantly, how to use them.
What are brand guidelines?
Brand guidelines are a reference document that specifies exactly how your brand identity should be used. They're a set of rules — for yourself and anyone who creates materials for your business — that ensure your brand looks consistent wherever it appears.
For a small business, they're typically a concise document rather than the lengthy manuals that large corporations produce. But even a short, clear set of guidelines is enormously useful.
What's included
Logo usage rules — which version of your logo to use in which context. Most logos have multiple versions: the full horizontal version, a stacked version, an icon-only version, and variations for light and dark backgrounds. The guidelines tell you when to use each one.
Colour palette — your exact brand colours with codes for every context: hex (for web and digital), RGB (for screens), and CMYK (for print). These codes ensure your brand blue prints the same way it appears on your screen, and that your social media posts match your business cards.
Typography — the fonts that are part of your brand identity and how to use them. Primary font for headings, secondary font for body text, and any rules about sizing or weight.
Clear space and minimum size — how much space to leave around your logo so it doesn't get crowded, and the smallest size it should appear at so it remains legible.
What not to do — common misuses to avoid: stretching the logo, using it on a clashing background, changing the colours, adding effects.
Who you should share them with
Give your brand guidelines to anyone who creates materials for your business:
- Web designers — so your website uses your exact colours, fonts, and correct logo versions. If you're having a site built or managed by NC Digital, your brand guidelines feed directly into the design process
- Printers — so your business cards, flyers, and leaflets match your digital presence
- Sign makers — so your van graphics and shopfront signage are consistent
- Social media managers — so posts look like they come from the same brand
- Any freelancers or agencies you work with
How to keep them accessible
Store your brand guidelines and all associated logo files somewhere you can find them easily and share them quickly. A dedicated folder in OneDrive or Google Drive, labelled clearly, is ideal. If you're using Microsoft 365, OneDrive makes sharing a link quick and simple.
What if you don't have brand guidelines?
If you have a logo but no guidelines document, you're working without a safety net. Every time someone new creates something for your business, there's a chance your brand colours drift, your fonts vary, or your logo gets mishandled.
Our logo design service includes brand guidelines as standard — it's not an add-on. If you need a logo created or an existing brand documented properly, get in touch.