A brand style outlines how to present your brand to the world.
It should include the company’s mission, fonts, colors, logo guidelines, interaction style, tone of voice, imagery, and personality, as well as detailed instructions on how to use them. It should also be self-explanatory and easy to scale for future contexts and use cases.

Layout your company goals and mission clearly and create your brand’s personality

Create a good logo that is identifiable at many sizes, in print and digitally, and captures your brand’s essence with and without text

Choose swatches for each color associated with your brand, as well as Pantone and color codes

Choose a font family with any special kerning requirements, as well as how to use font styles such as bold and italics

Show the photograph structure, the lighting and color palette of photos. Use of any warm or cool filters, and how to place a logo within photos


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