Because your brand should never be a guessing game.
In the world of consumer goods, every detail matters. From your shelf presence to your Instagram grid, how your brand shows up can mean the difference between getting noticed—or getting passed over. That’s where a brand identity guide comes in. It’s your brand’s style bible, tone-of-voice coach, and go-to consistency tool all rolled into one.
At Eye Candy Design, we believe good design is both beautiful and functional. And that’s exactly what a brand identity guide should be. Whether you're launching something new or refining what’s already out there, here’s how to build a guide that feels true to you—and works hard behind the scenes.
Why Your Brand Needs a Guide (Not Just a Folder of Files)
Let’s be honest: sending your logo in a ZIP file with a few font names and a color code or two isn't cutting it anymore. A thoughtful, strategic brand guide template helps you—and your team—show up consistently across every touchpoint, from packaging to social to shelf.
Why it matters:
Consistency builds trust. (And trust builds sales.)
Clarity keeps your team aligned, no matter who’s designing or writing.
Efficiency means less back-and-forth and more “this looks amazing.”
A well-crafted guide turns guesswork into great work. Every time.
The Core Elements of Your Brand Identity Guide
This is where your brand’s personality gets translated into practical, usable details. Think of it as setting the rules so you can break them—strategically.
Logo Usage
Your logo is one of your most valuable brand assets, so treat it like one.
Include:
Primary and secondary logo variations (horizontal, stacked, icon-only)
Clearspace rules (aka: give it some breathing room)
Minimum size for print and digital
Background dos and don’ts
Pro tip: show a few wrong examples, too. (Yes, we’ve seen the squished logo floating on a rainbow background. Never again.)
Colour Palette
Colour is emotional. It’s also functional. Outline your:
Primary brand colours
Secondary and accent options
HEX, CMYK, RGB, and Pantone codes
Show how the palette comes to life across packaging, social, or merch—and how to use colour in a way that feels balanced and brand-right.
Typography
Fonts do a lot of talking before anyone even reads the words.
Define:
Your brand typefaces and their uses (headlines, body, callouts)
Text hierarchy (what goes where and why)
Line spacing and alignment tips
Accessibility guidelines for legibility
Bonus: include a few real-world samples to show how it all flows.
Imagery & Iconography
Your visuals should feel unmistakably you—even when there’s no logo in sight.
Include:
Photography style: lifestyle, editorial, product-focused, etc.
Icon style: outline, filled, hand-drawn, etc.
What to avoid: overused stock images, clashing filters, or anything that doesn’t align with your tone
Mood boards and visual references go a long way here.
Voice & Tone: How Your Brand Sounds
Visuals are half the story. The other half? Your brand’s voice. It’s how you speak, write, and connect with your audience.
Start With Your Brand Archetype
Are you the Playful Creator? The Friendly Expert? The Confident Innovator? Your brand archetype informs how you show up across everything—from your web copy to your packaging blurbs.
Writing Principles
Establish clear voice guidelines. For example:
Tone: Warm and knowledgeable? Quirky and bold? Calm and grounded?
Language: Everyday words or elevated vocabulary? Emojis or no?
Sentence structure: Short and punchy, or flowing and descriptive?
Channel-Specific Samples
Show what your brand sounds like in context:
Website hero: “Crafted to stand out. Designed to connect.”
Instagram caption: “Packaging that pops. Strategy that sticks.”
Packaging copy: “Real ingredients. Ridiculously good design.”
This is where your brand’s personality shines.
Bringing It to Life Across Every Touchpoint
A brand identity guide shouldn’t live in a drawer—or buried in someone’s downloads folder. It should help your brand thrive everywhere it shows up.
Packaging
Your guide should include:
Approved label layouts and dielines
Print specs (CMYK, finishes, special treatments)
Examples of how your elements fit together in real-world packaging
At Eye Candy, we love designing systems that scale—so your SKUs look like a family, not distant cousins.
Digital
Include best practices and examples for:
Social media templates and ratios
Email headers, footers, and CTA styles
Web components like buttons, banners, and blog thumbnails
Remember: your digital presence should feel just as cohesive as your shelf presence.
Physical Collateral
From trade shows to tear pads, your brand should look polished and professional IRL too.
Signage specs
Booth layout recommendations
Print collateral like sell sheets, business cards, and handouts
Tools, Templates & Platforms
Don’t just tell your team what to do—give them the tools to do it well.
Editable Files
Include working files for:
Adobe InDesign or Illustrator (logo lockups, dielines, layout templates)
(optional) Canva (for fast and flexible social content)
Asset Management
Centralize your brand assets using platforms like:
Notion
Dropbox or Google Drive (with clear folder naming and permissions)
Make it easy for your team to find what they need—and hard to mess it up.
Implementing and Evolving Your Brand Guide
Your brand guide isn’t a one-and-done project. It should grow with your business.
Train Your Team
Host a quick walk-through or record a video explaining key points. Make sure everyone from your designer to your social media coordinator knows how (and why) to use the guide.
Review It Regularly
Set a reminder every 6–12 months to revisit your guide. Update as your brand evolves or as new channels, audiences, or product lines emerge.
Keep Versions Clean
Label clearly (v1.0, v2.1, etc.), archive old versions, and communicate updates with your team. No one likes chasing down the “right” file.
Wrapping It All Up: Your Brand Deserves Structure and Soul
Creating a brand identity guide isn’t just about making rules—it’s about creating freedom. When everyone knows the rules of the game, they can create work that feels aligned, strategic, and full of soul.
Whether you're an emerging CPG brand ready to scale or a legacy label preparing for a refresh, your guide is your brand’s north star.
Need Help Building Yours?
We create brand identity systems that look as good as they function. If you're ready for packaging that pops, messaging that sticks, and design that feels like you, let’s talk.
Let’s make your brand unforgettable.
