Brand Guidelines

Brand Guidelines turn your brand from a collection of files into a working system. They show your internal teams and external partners exactly how to use your logo, colors, typography, voice, and layout so your brand feels consistent everywhere it shows up.

They extend the Identity and Communication phases of The ICON Method™, giving everyone the rules and examples to stay on-brand as you optimize and scale.

What this service solves

• Inconsistent use of logo, colors, and typography across channels.
• Different teams telling different visual or verbal versions of the brand.
• Vendors guessing how to apply your brand in decks, web, or campaigns.
• Frequent rework because designs or content “don’t feel on brand.”

What’s included

• Overview of your brand purpose, position, and key messaging pillars.
• Logo usage rules, clear space, and do/don’t examples.
• Color system with primaries, neutrals, and usage guidance.
• Typography system with hierarchy, pairings, and examples.
• Voice and tone guidance with sample phrases and message patterns.
• Layout and imagery examples for web, social, and presentations.
• File handoff and recommended templates for everyday use.

How it supports The ICON Method

Brand Guidelines sit inside the Identity phase of The ICON Method™, but they also support every other phase. They turn your strategy and visual system into a practical reference that protects your brand as you scale campaigns, content, and digital experiences.

• Identity: Codify your core brand assets and rules.
• Communication: Keep language and message tone consistent.
• Optimization: Give designers and developers a shared playbook.
• Navigation: Maintain brand integrity as you test and scale.

Typical timeline

About 2–3 weeks from discovery to finalized guidelines, depending on how many touchpoints and examples we include.

Who this is for

• Brands working with multiple designers, agencies, or content partners.
• Growing teams that need a single reference for “what on-brand looks like.”
• Organizations preparing to scale campaigns and want to protect brand equity.