A consistent brand saves time and builds trust. If your team asks for logos, colors, or font sizes every week, a brand style guide template will fix that. Use this guide to publish a clear, one source reference, then grab the free template and make it yours in an afternoon.
What A Brand Style Guide Template Includes
Your brand style guide template should gather the rules everyone needs in one place, not buried in email threads.
- Brand summary, who you serve and the one sentence value statement
- Logo suite, primary, stacked, icon, clear space, minimum size, backgrounds to use or avoid
- Color palette, primary and neutrals, HEX, RGB, CMYK, with approved contrast pairs
- Typography, heading sizes, body text, weights, line height, and fallback fonts
- Imagery, photo mood, lighting, composition, do and do not examples
- Icons and illustrations, style, stroke weight, corner radius, usage notes
- Voice and tone, three adjectives, do and do not phrases, short message house
- Layout components, buttons, links, cards, forms, grid and spacing scale
- Accessibility basics, contrast targets, minimum sizes, alt text guidance
- File delivery, exports, naming, and folder map
Keep each section short and visual so non designers can apply it quickly.
How To Use This Brand Style Guide Template
Think of the template as a starter kit that you will tailor to your brand.
- Duplicate the file, rename it with your brand name
- Drop in current logos and set color values
- Map your real heading sizes and spacing to the guide
- Replace sample images with photos that match your style
- Publish a read only version for the whole team, keep an edit copy for design
End with a one page brand style guide quick reference so people can find answers fast.
Logo Rules That Prevent Mistakes
Your logo should look sharp in every context.
- Show correct and incorrect placement, size, and color use
- Define clear space using the mark as a unit
- Provide SVG and PNG exports in light and dark versions
- List backgrounds that do not work, heavy texture, low contrast, busy photography
Add a tiny brand style guide checklist, size, space, color, so creators can self review.
Color Palette That Stays Consistent
Color carries emotion and recognition, so document the details.
- Primary palette, one or two hero colors with usage ratios
- Accent and neutral colors for backgrounds and text
- Exact values, HEX, RGB, CMYK, and Pantone where needed
- Approved contrast pairs for buttons and headings
Include two or three examples in your brand style guide that use color correctly, then one to avoid.
Plan color sets with Adobe Color palettes.
Typography That Reads Easily
Good type makes your content feel polished and easy to scan.
- Heading roles, H1 through H4 with size and line height
- Body text settings, size, line height, and paragraph spacing
- Link and button styles, state changes for hover and focus
- Fallback fonts for web, system safe alternatives
Keep body text at 16 to 18 px on web with generous line height for comfortable reading.
Imagery, Icons, And Illustrations
Pictures carry tone. Give simple rules so the library grows in one direction.
- Photo mood, authentic, natural light, warm or cool, candid or staged
- Composition tips, negative space for headlines, clear subject, minimal clutter
- Icon rules, filled or outline, stroke weight, corner radius, do not mix sets
- Illustration style, flat, textured, or 3D, plus color limits
Show three good examples and one to avoid. People learn faster with comparison.
Voice And Tone In Plain Language
Words should sound like one company across web, email, and social.
- Three brand adjectives with do and do not phrases
- Message house, one promise and three proof points
- Microcopy samples, buttons, empty states, success messages
- Promise and CTA examples for ads and landing pages
Add a short table of common terms to use or avoid so language stays consistent in your brand style guide.
Layout Components And Spacing
Components keep production quick and tidy.
- Grid system, column count, margins, gutters
- Spacing scale, for example 4, 8, 16, 24, 32
- Buttons, primary and secondary, sizes and corners
- Cards and forms, label position, error text, and help text
Provide Figma or Canva components where your team builds most of its work.
Accessibility Basics You Should Always Include
Accessible brands feel more professional and reach more people.
- Contrast targets, 4.5 to 1 for body text, 3 to 1 for large text
- Minimum tap sizes and readable type ranges
- Alt text tips, describe meaning, not pixels
- Visible focus styles for links and buttons
Add a monthly reminder to re check contrast in your brand style when seasonal colors change.
File Delivery, Naming, And Folder Map
Searchable files save hours every month.
- Exports, SVG for logos and icons, PNG or JPG for images, PDF for print
- Naming rules, brand element, size, color, version, for example
logo-primary-dark-svg-v2.svg - Folder map, brand, logos, color, type, imagery, icons, templates, exports
- Link to your cloud folder and give view permission to the whole team
Pin the link in your project hub so no one has to ask for assets.
Rollout Plan For Your Brand Style Guide Template
A brand style guide only works if people use it. Make adoption easy.
- Announce the guide and show a two minute walkthrough
- Share the quick reference and the folder link
- Convert one real project into the new system, social post, email header, or flyer
- Hold a short Q and A the following week and log updates for version 1.1
Celebrate early wins, fewer revisions and faster delivery.
Free Brand Style Guide Template
Ready to start?
Download the brand style guide template and publish your first version today. Replace the placeholders, add your examples, and share the link with your team. If you want help tailoring the brand style guide template to your industry, BS Creative Co. can refresh it with your colors, type, and components in a single working session.
Quick Brand Style Guide Checklist
- Brand summary and value statement
- Logo rules with exports and clear space
- Color palette with values and contrast pairs
- Typography roles, sizes, and link or button styles
- Imagery and icon rules with examples
- Voice and tone with message house and snippets
- Components, grid, spacing, and form patterns
- Accessibility basics and monthly checks
- File exports, naming, and folder map
- Rollout steps and quick reference
The Bottom Line
A clear brand style guide template gives your team the confidence to create on brand work without guesswork. Document the essentials, keep the guide short and visual, and update it as you learn. Consistency follows, revisions shrink, and production speeds up.