Branding guidelines

Branding guidelines serve as a source of information and reference. They ensure the interaction of all strategic, visual and verbal elements of a brand, to create a relevant and differentiating brand experience. Branding guidelines are also a binding documentation of the defined brand strategy and brand identity, independent of people and situations. In this role, they can also be used to enforce certain branding elements.

What is the purpose of branding guidelines?
Branding guidelines support a consistent implementation of the brand strategy and visual identity. Good branding guidelines are particularly user-friendly: they are as concise as possible and focus on best practice examples that encourage imitation. They also convey the content intuitively and visually – since they are aimed primarily at visual designers.

How many branding guidelines does a company need?
As few guidelines as possible. Modern brand designs are flexible and modular. Ideally, branded touchpoints are created on the basis of templates and toolboxes. Extensive sets of rules with specifications and detailed measurements tend to be the exception in today’s world.

In what form are branding guidelines made available?
Guidelines can be prepared either as interactive online guidelines with practical templates, as tutorial animations or as PDFs – in line with the capacities of an existing or planned digital asset management system. Printed guidelines are less relevant today.