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Graphic Design vocabulary · Logos & Branding

Brand guidelines

Meaning in graphic design, with examples

/ˌbrænd ˈɡaɪdlaɪnz/nounCore term

In graphic design, brand guidelines means: A document that explains how to use a brand's logo, colours, typefaces, images and tone correctly, so that everyone who works with the brand produces consistent designs.

In Turkish: marka kılavuzu, kurumsal kimlik kılavuzu

How it is used

Delivered at the end of identity projects and used by agencies, printers and in-house teams. You create, follow, update or break the brand guidelines. Also called a brand book, style guide or brand manual.

Example sentences

  1. According to the brand guidelines, the logo can't be placed on busy photos.

  2. Please send us the brand guidelines and logo files before we start the exhibition stand.

Common collocations

  • follow the brand guidelines
  • brand guidelines document
  • update the guidelines
  • brand book
  • brand identityAll the visual elements that make a brand recognisable, such as its logo, colours, typefaces, images and graphic style, used together in a consistent way.
  • clear spaceThe minimum empty area that must be kept around a logo so that text, images and page edges do not crowd it. Guidelines often measure it with a part of the logo itself.
  • colour paletteThe limited set of colours chosen for a project or brand, usually with main colours, supporting colours and neutrals, so that all designs look consistent.
  • on-brandFitting the look, tone and rules of a brand. A design that does not match the brand is described as off-brand.

More terms: Logos & Branding

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