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The scope of a style guide will vary from one brand to another. Obviously, a style guide for a local bakery will have far fewer branding scenarios to address than that for a multinational company with a diverse product range. Here are the basic elements to include. A position statement. Who are yo? What are your brand values? What's the voice of your brand? Are you informal, chatty, formal? What are your naming conventions? How do you write your company name, your product names? How should your logo be used, and importantly how should it not be used? What are your type choices and how should type be used? What colors have you chosen and how should they be used? And how should imagery be incorporated into your brand? Do you favor illustration over photography and if so, what style of illustration? What style of photography? Here are some other elements to consider that may be applicable.
If your internal design team or your branding partners are creating documents like newsletters, brochures, interactive PDFs, maybe you could start them off with templates. What's the social media persona of your brand? How do you handle your Facebook Timeline, your LinkedIn profile, your Twitter feed? You could supply collateral items like business cards, envelopes, letterhead, invites. Are there any forms to consider? Will your brand elements be applied to gift items like T-shirts, pens? And will your brand items be applied to signage for conventions and trade shows.
Obviously, not all of these items will be applicable; you can just choose to include the ones that are.
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