This guide focuses on documenting reusable visual rules. A press-facing collection of approved logos and company information has a different purpose; see the brand media kit guide.
1. Set the scope and audience for the guide
Decide who will use the guide and which materials it covers. An internal guide for a small team may focus on core colors, typography, logos, and examples. A broader guide may include image direction, voice, and rules for partner-created materials.
Choose the level of detail people can realistically maintain. Include decisions that reduce confusion in repeated work, and avoid documenting rules that are not approved or consistently used.
Name the person or team responsible for updates. A guide is useful when its content reflects the current identity, not an old draft that people continue to copy.
A small team may only need a few core rules, while collaborators working across many channels may need examples for more situations. Set boundaries around the guide so it remains useful and does not promise rules the organization has not agreed to follow.
2. Document practical visual rules
Show approved logo variants and explain when each one is appropriate. Document colors with exact values, typography roles, spacing principles, and any image treatments that define the brand’s visual character.
Use a short description and a visual example for each important rule. A sample heading, button, or image treatment can make a guideline easier to apply than an abstract instruction alone.
State what should not be changed when it matters, such as logo proportions or required contrast. Keep guidance specific, and distinguish required rules from flexible recommendations.
If the brand uses more than one typeface or logo version, state which role each serves. A user should not need to guess which version is correct for a page, campaign, or partner asset.
3. Build the guide as a usable reference
Group related guidance into sections such as identity, typography, color, imagery, and examples. Start with the information users need most often, and give each section a title that makes it easy to locate later.
Use Section Spatial to make each example and its explanation clear. Use Pages Spatial to arrange and resize sections so the guide has a consistent visual rhythm without making every page identical.
Provide enough contrast and readable text sizes. Do not rely on a color swatch without a written value, and do not place critical instructions only inside an image.
Show a correct example beside a common mistake when that contrast helps users understand the rule. Keep the example current and make sure it does not conflict with another section of the guide.
4. Review and maintain the guide
Ask someone who did not create the guide to apply its rules to a sample page or campaign. Notice where the instructions are ambiguous or where two examples imply different standards.
Confirm that every logo, color value, font name, and example is approved and current. Make a clear update when a rule changes so users know which version to follow.
For press-ready assets and approved company information, pair this internal reference with a brand media kit. The two documents answer different questions: how to apply the identity and where to find materials for external use.
For an external partner, focus on the rules they need to apply rather than internal design history. Keep detailed approval procedures with the people who manage the identity.
