What Every Branding Toolkit Needs: Quick Reference Brand Guide

Amanda LeFebvre, Manager of Creative Services
April 5, 2019

Having a standard set of branding tools helps to efficiently develop consistency across your brand. It also helps support a clear and consistent vision to guide your marketing initiatives. Think about what your car might say about you. Based on what you drive, people will rightly or wrongly make assumptions about you – social status, personality, age/the age you feel you are, etc. Take a moment to gather and review all of your marketing and company collateral. Do you feel it accurately represents your brand? Is your logo high-quality and clear, or does it appear blurry or pixilated? Is the same typeface used across all pieces? Is there a general and consistent color palette?

By having a written set rules and restrictions, you can effectively and efficiently communicate a consistent brand identity to maintain the quality and integrity of your brand’s image.

Consistency is important for brand recognition in the industry and with clients. It also communicates that your organization takes pride in the details.


There are many things you can include in a brand guide, but it can get overwhelming. Start with a one-page quick reference guide. At a minimum, you should start with the following three things:

Logo Design
It is important to show how your logo is displayed in different formats. This could include size restrictions, colors, fonts and how your logo should be displayed on different backgrounds. Taglines should also be included.

Color Palette
Your color palette consists of the primary colors that make up your logo. You can also include a secondary and a tertiary color palette, but should limit the options. The brand guide should include RGB (web) and CMYK (print) color codes but can also include Pantone and HEX color values – all of which will allow you to stay consistent between web and printed formats. For more information about why you need multiple color codes, see this Color Cube from Test Monki Creative Lab: https://testmonki.com/test-monki-color-cube.pdf.

Include typefaces and families and font sizes you expect your team to use. You may have different fonts for web, email and printed formats. Be sure everyone in the company has a license and access to the fonts you choose.

Need a jump start? Check out a full guide and free templates from HubSpot (https://blog.hubspot.com/marketing/examples-brand-style-guides). Additionally, you can enlist the help of a professional (freelance) graphic designer or marketing agency.

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