Staying on brand.
26 October 2026
A stretched logo, an old slogan, colours that are almost right: as a business grows, its image drifts. Brand guidelines get everyone back on the same page.
When a brand drifts
In the early days, everything is made as it comes: a poster here, a business card there. Then the team grows, suppliers multiply, and everyone uses whatever they can find. If your partners no longer know which version of your logo to use, neither do your customers.
What brand guidelines cover
- Mission, audience, key messages and tone of voice.
- Logo versions, with correct and incorrect uses.
- Colours, typefaces and how they rank.
- Application rules: signage, formats, margins.
What they give you
Trust, first: a customer who recognises you everywhere knows what to expect. Time, next: a new colleague finds everything in one place. And fewer mistakes, so fewer reprints. Team, printer or agency: everyone speaks about you with one voice.
A living document
A few pages are enough, often a simple PDF that everyone can read but only one person can edit. The guidelines then grow with the business.
Has your image drifted over the years? It is often the right moment to take stock.