Process
6 min read
What a brand guideline should actually contain
Most guidelines are 80 pages nobody reads. Mine are twelve. Here’s what goes in them.
A guideline is a tool for the people who come after you: the new marketing hire, the printer, the sign-maker.
Mine have five parts: the idea in one sentence, the logo and how not to use it, colour with print and screen values, type with real examples, and a page of things done well.
Everything else is a template. Templates get used; rules get ignored.
— Nell
