Brand Style Guide
01 Brand Personality
Brand Tone of Voice
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Writing Samples
Showcases example texts to demonstrate how the tone of voice should be applied across different media, from social posts to formal documents.
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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.
Logo Don'ts
Lists improper uses of the logo, like stretching, changing colors, or adding shadows.
Logo Clearspace
Defines the space that must surround the logo to maintain visual integrity, ensuring it’s not cluttered.
Logo on Images
Explains how the logo should be placed on images, specifying color contrast and background clarity for legibility.
03 Typography
Primary Typeface
Outlines the typefaces used in brand communications and its roles in maintaining a consistent visual style.
Defines the main typeface used for all brand communications, setting the tone for the brand’s personality.
Secondary Typeface
Designates a complementary font for secondary content, such as body text or captions, supporting the primary typeface.
Delete this section if not used
Typographic Hierarchy
Establishes the visual order of text elements (headings, subheadings, body) to guide readers and maintain structure.
04 Brand Colours
Primary Palette
Defines the official brand colours and how they should be used to ensure brand recognition.
The core set of colors representing the brand’s identity, used across all major materials.
Gun Metal Grey
HEX: #69727D
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
Gun Metal Grey
HEX: #69727D
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
Gun Metal Grey
HEX: #69727D
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
Secondary Palette
Additional colors that complement the primary palette for variety in design without straying from the brand’s look.
Gun Metal Grey
HEX: #69727D
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
Gun Metal Grey
HEX: #69727D
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
Gun Metal Grey
HEX: #69727D
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
Background Palette
Specifies neutral or soft background colors that should be used behind content to maintain clarity and focus.
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
RGB: 105, 114, 125
CMYK: 63, 48, 5, 100
05 Design Elements
Button
Border Radius
Specifies how much radius is on boxes, images or other square elements within the overall design
Border Radius: 2rem
Border Radius: 2rem
Box Shadow
Specifies the details of a box shadow and or border effect if there is one in the overall design
Border: 1px, #444444
Vertical offset: 2px Horizontal offset: 2px
Border: 1px, #444444
Vertical offset: 2px Horizontal offset: 2px
Graphic Elements
Describes any icons, patterns, or shapes unique to the brand’s visual language, providing consistent creative assets.
06 Brand Stationary
Brand Letterhead
Outlines the design of branded materials used for business communications.
Defines the design and layout of official brand letterheads, ensuring professionalism and brand consistency.
Brand Business Cards
Specifies the layout, font, and colors used on business cards to align with the brand’s visual identity.
07 Brand Photography
Primary Images
Establishes guidelines for the style and tone of imagery used to reflect the brand’s personality and appeal.
Describes the core style of brand photography, focusing on subject matter, color tone, and emotional impact.
Images With Splash
Explains the use of accent or splash colors in imagery to create emphasis or maintain visual harmony.
08 Design Application
Desktop Application
Guidelines on how the brand’s visual identity should be applied across various digital platforms.
Outlines how the brand’s elements (logo, colors, typography) should appear on desktop designs, including web layouts.
Tablet Application
Defines how to adapt the brand for tablet-sized screens, ensuring a seamless experience across devices.
Mobile Application
Specifies mobile-specific design adjustments to maintain brand integrity on smaller screens.
Australian and New Zealand Society of Occupational Medicine
Branding created by Brockdin Barr at Catchlight Design.