Brand Style Guide

01 Brand Personality

Vision, Mission, Values and Purpose

Outlines the brand’s long-term aspirations (Vision), purpose (Mission), and market Positioning and how it distinguishes itself from competitors.

Vision

To develop a brand vision, a company should ask itself, “What do we want to achieve, and what will success look like?”

The answer to this question should be specific, measurable, and time-bound.

Mission

The mission encapsulates the reason why the brand exists, the problems it seeks to solve, and how it plans to achieve its goals.

The mission is a critical component of a brand’s strategy, helping to guide its actions and ensure that it stays true to its purpose and vision.

Values

The brand values constitute the meaning that the company wants its work to have. Therefore, your brand values should reflect what’s fundamentally important to you and your organization.

For example, diversity, sustainable sourcing, precision, and many others are critical values for various types of businesses.

Purpose

Brand purpose is the reason why a company exists beyond making a profit. It defines the company’s role in society and the impact it wants to have on the world.

To develop a brand purpose, a company should ask itself, “What problem are we solving, and why does it matter?”

02 Logo

Primary Logo

Presents the brand’s primary visual symbol, explaining how it represents the brand’s identity and values.

Logo Alternatives

Provides variations of the primary logo, such as horizontal, vertical, or monochrome versions, for different contexts.

Logo Scaling

Specifies the minimum and maximum sizes the logo can be used without losing clarity or impact.

04 Brand Colours