Brand Consulting
Brand guidelines
Brand guidelines are the reference document that makes a brand usable by someone who did not design it, covering logo use, colour, type, tone and the things not to do.
In practice at Covorn
We write guidelines to actually be used, briefing a new agency or hire, not to be admired and archived, with clear right and wrong examples rather than abstract principles. They are structured so someone can find the answer to a specific question quickly.
Part of Brand ConsultingWhere this sits in the framework
- Design
When you need this
- The brand gets applied inconsistently because there is no reference to check it against.
- A new hire or agency has to ask the same brand questions the last one did.
- Guidelines exist but are out of date against how the brand actually looks now.