Brand Purist, your brand guidelines partner
Brand Purist is a London-based branding agency working with startups and small businesses around the world. We develop detailed brand guidelines to ensure consistency across all touchpoints and communications. Discover how we can help your organisation grow through clear and cohesive brand guidelines.
What are brand guidelines?
Brand guidelines are a comprehensive set of rules that define how your brand should be presented across all platforms and mediums. They cover every aspect of your brand’s identity, including your logo, colour palette, typography, imagery, tone of voice, messaging, and overall brand identity. Brand guidelines ensure that everyone, from internal teams to external partners, represents your brand consistently and accurately, maintaining its integrity and impact.
Key components of brand guidelines
Brand guidelines come in many shapes and sizes; they can be simple or extensive. Here are some essential areas they should cover:
Brand identity:
Statements for the brand strategy, core purpose, values, personality, target audience and positioning.Visual identity:
Specifications for logo usage, colour palette, typography and imagery.Verbal identity:
Guidelines for how your brand should communicate, including tone of voice, style, taglines and naming conventions.Application examples:
Real-world examples of how the guidelines should be applied across various platforms, from digital to print.
Why are brand guidelines essential?
In a world where your brand appears across numerous touchpoints — from your website to social media to physical marketing materials — consistency is key. Brand guidelines ensure that no matter where or how your brand is presented, it looks and feels the same. This consistency builds trust with your audience, reinforces brand recognition, and ultimately strengthens your brand’s presence in the market.
Our approach brand guidelines development
At Brand Purist, we take a meticulous approach to developing brand guidelines. After creating your brand identity, we document the strategy, visual and verbal identities in a clear, easy-to-use format that any member of your team can pick up and understand. Not every organisation needs extensive brand guidelines, but to future-proof a brand, it’s essential to record at least the foundational components. As your business evolves, we’ll ensure that brand guidelines grow and change with it, tracking changes and adding details as more brand collateral is produced.
Brand guidelines examples
Brand guidelines are an essential deliverable for every branding project that Brand Purist works on. Over the years, we’ve produced many. Here are a couple of examples:
Shape Beyond: disruptor consultancy
We partnered with ASOS’s former CFO, Helen Ashton, to create a mould-breaking, dynamic brand for her new company. Shape Beyond’s brand book is the definitive guide for both team members and external partners working with the brand. Initially comprising a few pages on brand values, logo usage, colours, and typography, it has grown into an extensive document. With the inclusion of messaging frameworks, detailed guidelines, and design instructions, the brand book has become an invaluable resource that supports the business’s growth.
The Foods of Athenry: free-from baked goods
We helped The Foods of Athenry refocus their brand purpose and modernise their visual identity. After developing the brand identity, we wrapped up the project by producing a meticulous brand guidelines document. This covered brand identity, core values, naming, taglines, logo usage, typefaces, font sizes and weights, information hierarchy, packaging layouts, photography style and rules, colours, illustrations, symbols, and more — providing The Foods of Athenry with a clear blueprint for a consistent and top-tier brand.
