These are all the elements that you will use to express what your brand is about, and what it stands for. Outlining these in the guidelines Is absolutely necessary if you want to achieve consistency within your brand. Branding refers to the perceived image and subsequent emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads.

• Logo Treatments
• What Not to Do
• The Logo Spacing
• The Brand Colors
• House Typefaces
• Types of Grid/Layouts
• The Brand Imaginary