Context · How we show up
Brand Standards.
[One sentence on what this brand stands for.]
Template. The reference for content, marketing, design, and client communication. Anything externally visible passes through these standards. Updates here ripple across every touchpoint.
Core Values
- [Value 1] -- [What this means in practice.]
- [Value 2] -- [What this means in practice.]
- [Value 3] -- [What this means in practice.]
What We Never Say
- [A claim that is off-brand or inaccurate to who we are.]
Voice
Who we are when we speak
[Two or three sentences describing the persona of the brand voice. Direct, calm, witty, etc.]
Voice Rules
- [Rule that defines the voice. E.g., "Certainty replaces persuasion."]
Tone
- [Tone descriptors and what to avoid.]
Hard Rules
- [Things that never appear in the brand voice -- e.g., emojis, em dashes, hype words.]
Visual Identity
Colors
[Add the brand's actual approved palette. Each color with name, hex, and what it is used for.]
Typography
| Font | Use |
|---|
| [Font name] | [Where it appears] |
Design Principles
- [Principle that governs all design output.]