Brand guidelines: one doc to rule them all
There’s nothing more important for a brand than consistency.
But how do you make sure everyone who touches the brand is on the same page? The answer is having comprehensive, considered, and easy-to-follow brand guidelines. We caught up with Hazel, Dave Clark’s guideline guru, to discuss why she thinks this document is so important and how she approaches making one.
Work on the core
When Hazel develops brand guidelines, she’ll begin by focusing on a few core elements. First up are the logo, colour palette, and typography.
These are the visual foundations of a brand’s identity. “If you don’t have those core elements in a good place,” Hazel says, “you aren’t really making brand guidelines. You need a clearly defined logo, colour scheme, and font choices to establish a consistent look and feel across all the different platforms.”
While these foundations are super important, Hazel believes that guidelines should also allow for a brand’s evolution over time. She considers a guideline document like a blueprint. It contains all the information about what the brand stands for, but with enough flexibility to adapt to new trends and changes in the market.
The eternal battle of flexibility vs consistency
How do you strike a balance between flexibility and consistency? At first glance, these two concepts seem contradictory.
But Hazel’s view is that guidelines are just that – guidelines – not hard-and-fast rules. “Brand guidelines are, well, a guide,” she says, “while consistency is crucial, you shouldn’t feel trapped by it. Flexibility is key.”
Hazel has extensive experience working with brands that need different looks or changes to fit specific specs, or to align with the latest campaign. It might be a logo or lock-up for a limited-time event or using new layouts across social media. Whatever it is, Hazel encourages clients to be open to these changes as long as they don’t stray too far from the brand’s core identity. You can, after all, have too much variation, which will feel off-brand.
Watch your tone
Successful brands speak with a particular voice or tone in their communications. Some are serious and trustworthy, while others can be humorous and playful.
Hazel thinks a brand’s tone of voice is just as important as the visual elements, “It’s important to make sure it all sounds like it’s coming from the same place, because it builds a connection with the audience,” Hazel explains.
For example, a company might have multiple people writing for its blog, social media, and newsletters. Without clear guidelines on tone and messaging, things can sound a bit disjointed. A LinkedIn post might be written in a formal tone, while a monthly newsletter could feel chatty and friendly. Brand guidelines make sure this doesn’t happen by establishing a unified tone that reflects the brand’s personality across all platforms.
Colour palettes that pop
When it comes to choosing brand colours, Hazel finds inspiration everywhere.
It might be from the brand’s strategy, its industry, or something abstract, like nature. “You don’t always get the brightest colours from nature,” she says, “but nature has a way of just making things look good.”
Her process is focused on making sure everything is impeccably designed, while also taking a pragmatic approach. The chosen colours must work together and give off the right feeling, or “the right vibe” in Hazel’s words. In the past, Hazel developed a tech company’s colour palette and used their office space as inspiration. “It was a bright, modern workspace filled with pops of vibrant colour. I knew these colours would look great and reflect the company’s culture and energy, plus there was a familiarity to it for the client, so they bought into it from day one,” says Hazel.
The perfect typography doesn’t exi-
Choosing a suitable typeface for a brand is more art than science. (That’s what Hazel tells us, anyway.)
She can spend ages finding a typeface that 100% fits the brand. If you ever hear a loud “yuuuusssss” coming from the Dave Clark creative department, that’ll be Hazel discovering the perfect typeface for a client.
Hazel knows that simplicity is key. “Too many fonts can be overwhelming for the client. And when comms are in market, it’s not a consistent experience for the audience either. So I always recommend sticking to a small selection of fonts that work across every platform and show off the brand’s personality,” says Hazel.
Time changes us all
They say change is the only constant, and Hazel agrees.
She sees guidelines as a “living, breathing document” that should “get a little refresh every six months.” These minor updates make sure the guidelines stay relevant and aligned with any changes in the brand.
Hazel’s approach helps brands stay consistent without feeling outdated. In her view, an organisation should think about a full brand refresh every ten years to keep things in line with market trends.
Guidelines are for everyone
Only some people who use a brand guidelines document are designers.
So, how do you make sure the document is accessible and useful to marketing execs, freelance creatives, or even the product team? Hazel’s approach is to keep things simple. “A good 30-page brand guideline could be more effective than a 70-page one,” she says. “Less is usually always more.” Overloading the document can be confusing for some people, especially if they aren’t used to design principles.
Hazel also writes a note at the beginning of the document, reminding users to ask the brand manager if they have any questions. It’s these small touches that can make guidelines more user-friendly and approachable.
The end is just the start
So there you have it. For Hazel, brand guidelines are much more than a set of rules. They’re a way to keep a brand’s look, feel, and tone consistent while leaving space for creativity and growth.
By focusing on the core elements, encouraging flexibility, and keeping things simple for everyone, Hazel helps brands stay fresh, relevant, and true to their identity.
Whether choosing the right colours or defining the brand’s voice, her approach is about creating guidelines that evolve with the brand rather than hold it back. Are you ready to rethink your brand guidelines? Get with touch with us at Dave Clark and we can help you along on the journey.
