Brand guidelines are essential for building a strong, consistent brand identity. They ensure that every aspect of your brand’s communication — both internal and external — remains cohesive and recognisable.
Many assume that creating brand guidelines is simply about listing rules. However, the best brand guideline examples go beyond instructions; they tell a compelling story, capturing the brand’s essence and helping employees feel connected to its mission. Without a clear, engaging set of guidelines, brand consistency can suffer.
The team at KIJO have crafted the ultimate guide to brand guideline examples for 2025. Check them out below.
Brand guidelines — sometimes called style guides or identity guidelines — are a comprehensive set of instructions for how a brand should be represented. These rules apply to all aspects of branding, including:
A strong brand guideline example won’t just outline rules; it will create a clear and engaging narrative that connects employees to the brand’s purpose. This increases consistency, clarity, and trust in brand communication.
Brand guidelines play a crucial role in building a successful business. Here’s why:
Here’s what you should be including in your brand guidelines:
A brand story defines what a company stands for. It combines three key elements:
A well-crafted brand story informs both external messaging and internal decision-making, ensuring that everyone understands and aligns with the brand’s purpose.
A recognisable logo is one of the most critical brand elements. Successful brands define their logo’s precise usage, including:
Defining these rules prevents inconsistent applications that could weaken brand identity.
Related Read: What is a Logo and Why are Logos Important?
According to the University of Loyola, colour increases brand recognition by 80%. It’s clear that a strong colour palette goes beyond just a logo — it extends across all marketing materials. A complete colour guide should include:
Typography plays a crucial role in brand perception. Every brand guideline example should specify:
For instance, WordPress’ guidelines specify Sans-Serif fonts like Inter for body text and a strong, bold typeface for headings, ensuring readability and visual consistency.
Related Read: Trendy Fonts & Creative Typography: 7 Typography Trends
A brand’s voice should align with its identity and audience. Defining a clear TOV ensures that all communications—from social media to customer emails—sound consistent. To create an effective TOV guide, brands should:
Imagery reinforces brand identity. Guidelines should specify:
Related Read: KIJO’S 6 Recommended Photo Stock Sites
Did you know that 61% of consumers have cut ties with brands due to poor customer service? Modern brands interact with customers across multiple channels, so clear communication guidelines help ensure:
Looking for real-world brand guideline examples? Here are three standout brands that get it right:
Hulu’s brand guidelines are a masterclass in clarity and confidence. They include detailed instructions on logo placement, typography, and imagery to ensure a consistent brand presence. Explore their guidelines here.
Asana’s brand guidelines showcase a strong, cohesive brand identity. They outline a clear journey from the brand’s early identity to its current iteration, making them a great reference for companies undergoing rebranding. View Asana’s guidelines here.
Shazam provides some of the best brand guideline examples for logo usage, tone of voice, and colour consistency. Their straightforward approach ensures anyone working with the brand maintains a unified look and feel. See their guidelines here.
Once your brand guidelines are complete, don’t just distribute them—actively train your team on how to use them effectively. According to recent research, companies that maintain consistent branding are up to 4 times more likely to increase brand visibility and customer trust.
Need expert guidance in developing your brand guidelines? The KIJO team is here to help. Contact us today to create brand guidelines that drive consistency, recognition, and business growth.
Need expert guidance on your business’s brand? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. During your call, we’ll review your brand’s current performance, discuss your goals, analyse competitor insights, and explore your brand’s potential. Let’s bring your vision to life—book your free consultation via the link below:
