
The essential elements of a good brand guide
What should a brand guide contain, and how can it be created effectively? This is what we will explore in this article.
The brand guide: A pillar of your company’s visual identity
A brand guide is much more than a simple manual for graphic designers. It is a reference document that details all the standards and guidelines to follow for using a company’s visual identity consistently. It serves as a compass for all stakeholders interacting with your company, whether they are employees, partners, communication agencies, or even customers.
The first misconception to dispel is that the logo alone is sufficient to ensure your company’s recognition. In reality, the visual identity encompasses much more than the logo. It includes colors, typography, graphic elements, and even the tone of communication. All these elements contribute to building a strong and memorable brand image.
Consider the example of major companies such as Bell (BCE), Desjardins, or Adidas. Their notoriety was not built in a day but through consistent use of their visual identity. These companies have invested time and resources in creating comprehensive brand guides to ensure their image remains consistent across all communication media.
What are the essential elements of a brand guide?
A good guide must cover several essential aspects of your company’s visual identity. Here are the main elements you should find in such a document:
1. The logo and its variations
The logo is the most visible element of your visual identity. A brand guide should detail its different versions, including colors, sizes, and specific uses. It should also specify errors to avoid when using it.
2. Colours
Colours play a crucial role in the perception of your company. Your guide should specify primary and complementary colours and colour codes for digital and print media. This will ensure visual consistency across all platforms.
3. Typography
The typography used in your communications is another key element of your visual identity. The guide should indicate which fonts to use, their variations, and even substitute fonts in case the original fonts are unavailable.
4. Graphic elements
Graphic elements such as patterns, icons, illustrations, etc., are important complements to your visual identity. Your brand guide should define how to use them consistently and appropriately.
Creating a brand guide
Creating a brand guide is a complex task that requires the expertise of professionals in creation and design. It is essential to enlist experienced resources to ensure that your brand guide is both comprehensive and effective.
In summary
A brand guide is much more than a simple document. It is an essential tool for building and maintaining a strong and consistent visual identity. By following the standards and guidelines outlined in this guide, you can ensure that your company will always be represented professionally and recognizably, regardless of the communication media used.
Exemples de guides de marque
Here are some examples of brand guides we have created for some of our clients. For example, we have created a brand guide for the Accreditation Committee for Quality Accreditation (CAEQ), for Teedy, the first legal medical cannabis distribution platform in Quebec, and for the real estate brokers team Jonathan & Alicia through our e-closion.ca solution.
Accreditation Committee for Quality Accreditation (CAEQ)

Teedy

Jonathan & Alicia

Kryzalid can assist you in creating your brand guide, so do not hesitate to entrust us with your project.