What Should Be Included in Brand Guidelines? (With Examples)

Whether you’re building a brand from scratch or scaling something that already exists, brand guidelines are what make your identity work. They're how your team - and everyone you collaborate with - keeps things sharp, consistent, and recognisable across every touchpoint.

In this guide, we’ll break down exactly what to include in your brand guidelines, with examples of how smart brands get it right.

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What Are Brand Guidelines?

Brand guidelines (sometimes called brand books or identity systems) are a set of rules that define how your brand looks, sounds, and behaves.

They help internal teams, external partners, agencies, and freelancers all speak the same visual and verbal language - whether they’re designing a billboard, building a pitch deck, or filming a founder interview.

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What Should Be Included in Brand Guidelines?

Here’s what your brand guidelines should cover:

1. Brand Overview

• Mission

• Vision

• Values

• Brand story / purpose

• Personality / tone of voice pillars

This gives everyone context before diving into design. The why behind the brand matters.

2. Logo System

• Primary logo

• Alternate versions (horizontal, vertical, stacked)

• Clear space & sizing rules

• Dos and don’ts

Your logo should be flexible, protected, and always shown in the best light.

3. Colour Palette

• Primary and secondary colours

• HEX, RGB, CMYK, Pantone values

• Colour ratios or usage examples

Consistent colour usage makes your brand more memorable and professional.

4. Typography

• Heading styles and body fonts

• Hierarchy and pairings

• Usage guidance (digital, print, motion)

Typography affects tone, clarity, and legibility. Get it right, and your brand feels considered.

5. Visual Language

• Graphic elements (lines, shapes, patterns)

• Photography style

• Illustration or icon style

• Layout grids / spacing rules

This is the secret sauce - what makes your brand feel like your brand.

6. Tone of Voice

• Brand voice principles

• Writing examples (website, social, emails)

• Words to use / avoid

How you speak matters as much as how you look. Great brands sound intentional, not generic.

7. Motion & Interaction (Optional, but increasingly key)

• Animation style

• Motion behaviours (how logos animate, transitions, loading states)

• UX micro-interactions

If you work in digital or film - this is no longer optional.

8. Examples in Action

• Mockups (website, social, decks, merch, packaging)

• Templates or starter assets

Show, don’t just tell. Guidelines work best when you demonstrate the brand in use.

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What Makes Good Brand Guidelines?

Good guidelines are:

• Clear, concise, and easy to use

• Visually aligned with the brand they represent

• Built to scale across touchpoints

They’re not just for designers. They're for your team, your investors, your producers, and your future hires.

Need Brand Guidelines That Actually Get Used?

At VMV.STUDIO, we don’t just design brand identities - we build living systems. Our guidelines are crafted for real-world use across design, film, and content.

We create:

• Identity systems built for scale

• Editable brand kits & team templates

• Guidelines that cover visuals, voice, and motion

We offer:

• Project-based brand work (from £16,000)

• Tether monthly creative support (from £4,000/month)

Want to build a brand system people actually follow? Let’s talk →