Style Guide

1. The exact shades of a brand’s colors, often written as a HEX or RGB code.
3. The “feel” or personality of a brand’s writing, such as friendly, expert, or playful.
5. The type of branding that avoids confusion by staying uniform.
6. A document that explains how a brand should look and sound (2 words).
9. The term for keeping a brand’s look and voice the same everywhere.
11. A set of logos, fonts, and colors used to represent a company visually (2 words).
12. The rulebook journalists use that many companies start with (2 letters).
13. Changing a logo by stretching or squishing it is an example of this (2 words).

2. The “instructions” for creating content that makes sure all ingredients are used correctly.
4. A set of rules that help non-designers know how to use logos, colors, and fonts.
7. A company like Apple may have hundreds of pages of this to protect its brand (2 words).
8. Another word for fonts used in design.
10. The punctuation mark debated in lists of three items (2 words).
13. – A brand element that should never be recolored, stretched, or distorted.