Free template

Free brand guidelines template.

A structured template covering every section your brand guidelines should include. Use it as a starting point, or hand it to a designer to build from.

What’s in the template

8 essential sections

1. Brand overview

Mission, vision, values, and positioning statement. Describe what your brand stands for in one paragraph.

2. Logo system

Primary logo, variations (horizontal, stacked, monogram), safe space rules, minimum sizes, and incorrect usage examples.

3. Colour palette

Primary, secondary, and accent colours with hex, RGB, CMYK, and Pantone values. Include usage rules — which colours to use when.

4. Typography

Heading font, body font, licence information, and type hierarchy (H1, H2, H3, body, caption, etc.).

5. Imagery & photography

Photo style, subject matter, colour treatment, and approval criteria for images used in marketing.

6. Voice & tone

How your brand speaks. Tone attributes, vocabulary preferences, words to avoid, and example copy.

7. Applications

Real-world examples of the brand applied to business cards, social media, email signatures, and common marketing materials.

8. Do's and don'ts

Clear examples of correct and incorrect brand usage, especially around the logo.

How to use this template

  1. Copy the 8 section headings above into a new document (Google Docs, Word, or Notion).
  2. For each section, fill in the content described — include your actual logo files, hex codes, font names, and examples.
  3. Add screenshots of your brand applied to real marketing (website, social posts, business cards).
  4. Export as PDF and share with your team, contractors, or designers.
  5. Review and update every 6-12 months or whenever the brand evolves.

Need a professional version?

For $1,500 to $3,500, a designer in our network can build comprehensive custom guidelines covering every aspect of your brand — with real examples and specific rules.

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FAQ

Frequently Asked Questions

Comprehensive brand guidelines cover: brand overview (mission/values), logo system with all variations and rules, colour palette with all format codes, typography hierarchy, imagery style, voice and tone, real-world application examples, and clear do’s and don’ts. Simpler guidelines skip the application examples. The 8 sections in our template cover the essentials.
If you’re truly solo and not creating much content, basic guidelines protect your future self from drift. Once you have team members, contractors, or freelancers touching your brand, comprehensive guidelines become essential. They prevent the slow erosion of brand consistency that kills professional presence.
For early-stage businesses, yes — the template gives you a structured foundation. But once your brand is established and the stakes are higher, a custom brand guidelines document designed by a professional is worth the investment. The designer will write rules specific to your brand and include real examples that show the guidelines in action.

Ready for a real quote?

Tools give ballpark estimates. For a custom quote, we’ll connect you with an Australian branding professional within 24 hours.

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