Brand Guidelines Template

1. Brand Identity

Mission Statement

[Insert your mission statement here. What is the core purpose of your brand? What problem do you solve?]

Brand Values

Define the core values that guide your brand:

Value 1: [Description]
Value 2: [Description]
Value 3: [Description]
Value 4: [Description]

Brand Personality

How would you describe your brand? (e.g., professional, creative, friendly, innovative)

[Describe your brand personality and voice in 2-3 sentences]

2. Logo & Mark

Primary Logo

MD

Primary Logo (with clear space)

Clear Space & Sizing

Always maintain clear space around the logo. Never allow other elements to crowd the logo or interfere with its legibility.

✓ DO

Maintain minimum clear space
Use full-color versions
Ensure sufficient size (minimum 40px)

✗ DON'T

Rotate or distort the logo
Add effects or shadows
Use colors other than approved palettes

Logo Variants

You may use these approved variations:

MD

Full Color

Primary use on light backgrounds

MD

Outline

Use on colored backgrounds

MD

White

Use on dark backgrounds

3. Color Palette

Primary Colors

Primary

Ink

#212B42

Primary

Gold

#C1893D

Primary

Teal

#2F8577

Secondary Colors

Gold Soft

#F5E8D3

Teal Soft

#DFEEEA

Paper

#FAFAF8

Color Usage

Ink (#212B42) — Primary text, headlines, main elements
Gold (#C1893D) — Call-to-action buttons, highlights, accents
Teal (#2F8577) — Secondary highlights, success states
Paper (#FAFAF8) — Background color

4. Typography

Font Families

Poppins (Headlines & Bold)

Weights: 500, 600, 700

Inter (Body Text & UI)

Weights: 400, 500, 600

Typographic Hierarchy

H1 Heading

28px, Poppins 700

H2 Heading

22px, Poppins 600

H3 Heading

16px, Poppins 600

Body text appears here in 14px Inter Regular. This is the default size for most content.

5. Photography & Imagery

Photography Style

[Describe your photography style: professional, lifestyle, minimal, etc.]

Image Guidelines

✓ DO

Use high-quality images
Maintain consistent style
Optimize for web (compressed)

✗ DON'T

Use low-resolution images
Mix different photography styles
Use generic stock photos

6. Tone of Voice

Your brand voice should be consistent across all communications. Here's how we communicate:

Professional yet approachable — Knowledgeable but friendly
Clear and concise — Direct communication without jargon
Empowering — Focus on customer success and capabilities
Authentic — Honest and transparent in all communications

7. Brand Applications

Apply these guidelines consistently across all touchpoints:

Website — Main colors, typography, imagery style
Social Media — Consistent logo placement, color usage
Marketing Materials — Templates with approved colors and fonts
Email — Header templates with logo and brand colors
Business Cards — Logo, brand colors, consistent typography
Presentations — Slide templates using brand colors and fonts