Brand guidelines templates are the cornerstone of consistent branding. They define how your logo, colors, fonts, tone of voice, and visual elements should be used across all platforms. They ensure that every piece of content reflects your identity, builds recognition, and maintains professionalism.
1. Always Use the Primary Logo
Most brand guidelines template emphasize the use of the primary logo. While it’s important for recognition, there are times when a simplified or alternate version works better—especially on small screens, favicons, or minimalist designs.
When to break it:
On mobile apps, merchandise, or social media avatars where space is limited, a logo mark or monogram may be more effective.
2. Stick to the Official Color Palette
A defined color palette creates visual harmony, but strict adherence can sometimes limit creative expression, especially in seasonal campaigns, branding projects, or product launches.
When to break it:
For special occasions (e.g., Pride Month, Earth Day) or promotional graphics, incorporating complementary or thematic colors can add relevance and emotional impact.
3. Never Change the Font
Typography guidelines are essential for brand recognition, but different platforms and formats may require alternatives for readability, tone, or technical compatibility.
When to break it:
When a platform doesn’t support your custom font or when accessibility is a concern (e.g., in emails, web apps, or print materials), use a web-safe or system font that aligns closely with your brand.
4. Maintain the Same Layout Structure
Brand templates often include standard layouts for print, digital, and social. While useful, too much repetition can make your content look stale over time.
Try out new layouts for new campaigns or when testing different visual strategies. Keeping the core identity intact while refreshing the structure can breathe life into your content.
5. The Voice and Tone Must Always Be the Same
Brand voice is vital, but tone should be adaptable based on the audience, platform, and situation. A rigid tone may not connect with different segments of your audience.
When communicating on social media (e.g., memes, TikTok, or customer replies), a more playful or casual tone may help build connection and relatability.
6. All Visuals Must Follow the Brand Imagery Style
While consistent photography and graphic styles help unify your brand, overly restricting creativity can hinder storytelling and innovation.
When to break it:
When highlighting user-generated content, behind-the-scenes stories, or culturally relevant moments, authenticity may matter more than aesthetic perfection.
7. Stick to the Template No Matter What
This is perhaps the most ironic rule in brand guidelines: follow the template no matter what. But remember, brand guidelines are a tool—not a prison. Templates are made to create alignment, not suppress innovation.
When launching a bold new initiative, rebranding, or experimenting with new media (like AR, VR, or interactive content), some rules may need to be updated—or broken altogether.
Final Thoughts:
Brand guidelines exist to protect your brand’s integrity. But a brand that never evolves becomes outdated. The key is to understand the purpose behind each rule, and then break it with intention, not by accident.