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Your Guide to Creating Brand Guidelines
Academy
Your Brand Style Reference
When putting together great visuals, make sure you’re staying consistent from a brand style
standpoint. Whether you’re adding an image to a blog post or a social media post – or adding
anything visual at all – the last thing you want to do is guess which colors, images, or fonts to use to
stay consistent with other images your brand publishes.
Use this worksheet to familiarize yourself with the key elements of your brand style you need
to create graphics. If your organization does not have a style guide, this worksheet can act as
reference/template you can use to note key style elements (fonts, colors, etc.) from major assets
such as website or product materials.
You can also use this worksheet as a quick reference to the key style guide elements you need
when putting together visuals: colors, fonts, imagery, and logos.
Below a completed example template is shown, along with corresponding guidelines. This is
followed by a blank template you can use for your own brand.
CREATING BRAND GUIDELINES
WORK
SHEET
Your Guide to Creating Brand Guidelines
Your Brand Style Reference: Example - Digital Marketing Institute
This is an example of what your key brand style reference might look like. Use this as a guideline to
fill out the template below it.
Color
Fill in the RGB #s and HEX codes for your primary and secondary colors.
Primary Color 1
Primary Color 2
Primary Color 3
RGB #
#12AAEB
#004369
#3C4858
HEX Code
18, 170, 235
0, 67, 105
60, 72, 88
Secondary Color 1
Secondary Color 2
Secondary Color 3
RGB #
#FF5A60
#00AEB3
#EFB920
HEX Code
255, 90, 96
0, 174, 179
239, 185, 32
Do’s and Don’ts for Color
Do’s
•
Use the color expresses the unique character of
the Digital Marketing Institute.
•
Use the accent palette to create visual interest
and engagement.
CREATING BRAND GUIDELINES
Don’ts
•
Don’t overuse the accent pallets. Use sparingly.
•
Don’t confuse or dilute the brand visuals.
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WORK
SHEET
Your Guide to Creating Brand Guidelines
Your Brand Style Reference: Example - Digital Marketing Institute
This is an example of what your key brand style reference might look like. Use this as a guideline to
fill out the template below it.
Typography
Fill in your primary and secondary fonts, which you’ll use throughout all your brand’s content,
including your graphic design.
Primary Font
Secondary Font
Open Sans
(NONE)
Do’s and Don’ts for Typography
Do’s
•
Make sure to use the set Open Sans typeface.
•
Make use of all font weights.
CREATING BRAND GUIDELINES
Don’ts
•
Avoid using non-standard use cases which
exclude body, block quotes and numerals.
•
Don’t use any other fonts.
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WORK
SHEET
Your Guide to Creating Brand Guidelines
Your Brand Style Reference: Example - Digital Marketing Institute
This is an example of what your key brand style reference might look like. Use this as a guideline to
fill out the template below it.
Imagery
Describe the imagery that your brand prefers to use in one sentence:
At Digital Marketing Institute, we prefer to use lifestyle and technology imagery that convey
modernism, opportunity, and an emotional connection with our viewer.
Do’s and Don’ts for Imagery
Do’s
•
•
When available, make sure to use Apple
devices in the photos.
Focus on individuals, personalities, identity, and
connections rather than products.
•
Try to get lifestyle and technology imagery.
•
Make sure to use up-to-date technology in the
pictures.
CREATING BRAND GUIDELINES
Don’ts
•
Don’t use imagery that are uncomfortable.
•
Don’t use imagery that don’t have a direct
emotional connection with the viewer.
•
Avoid imagery that lacks a sense of opportunity.
•
Avoid using outdated stock imagery.
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WORK
SHEET
Your Guide to Creating Brand Guidelines
Your Brand Style Reference: Example - Digital Marketing Institute
This is an example of what your key brand style reference might look like. Use this as a guideline to
fill out the template below it.
Logos
Your logo is the instantly recognizable symbol and focal point of your brand. That’s why it’s so
important to use the logo exactly as specified in these guidelines.
Do’s and Don’ts for Logo Use:
Do’s
•
•
Use the color that expresses the unique
character of the Digital Marketing Institute.
Ensure the logo always renders with impact and
legibility.
•
Use the set colors to build recognition of the
brand.
•
The space around the logo Mark must be equal
to the height and width of the brand Mark.
CREATING BRAND GUIDELINES
Don’ts
•
Don’t use the logotype with text only
•
Don’t change the scale or position of the logo
Mark.
•
Don’t stack the logotype.
•
Don’t use the logo on colors that don’t support it.
•
Never reduce the logo below the minimum size
of 10mm in print or 24pixels in pixels.
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Your Guide to Creating Brand Guidelines
Your Brand Style Reference
Color
Fill in the RGB #s and HEX codes for your primary and secondary colors.
Primary Color 1
Primary Color 2
Primary Color 3
Secondary Color 1
Secondary Color 2
Secondary Color 3
RGB #
HEX Code
RGB #
HEX Code
Do’s and Don’ts for Color
Do’s
CREATING BRAND GUIDELINES
Don’ts
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SHEET
Your Guide to Creating Brand Guidelines
Your Brand Style Reference
Typography
Fill in your primary and secondary fonts, which you’ll use throughout all your brand’s content,
including your graphic design.
Primary Font
Secondary Font
Do’s and Don’ts for Typography
Do’s
CREATING BRAND GUIDELINES
Don’ts
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WORK
SHEET
Your Guide to Creating Brand Guidelines
Your Brand Style Reference
Imagery
Describe the imagery that your brand prefers to use in one sentence:
Do’s and Don’ts for Imagery
Do’s
CREATING BRAND GUIDELINES
Don’ts
8
WORK
SHEET
Your Guide to Creating Brand Guidelines
Your Brand Style Reference
Logos
Your logo is the instantly recognizable symbol and focal point of your brand. That’s why it’s so
important to use the logo exactly as specified in these guidelines.
Do’s and Don’ts for Logo Use:
Do’s
CREATING BRAND GUIDELINES
Don’ts
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