Document that explain how a brand is constructed
- Logo: Positioning, variations, with and without slogans, sub-brands…
- Colours: Primary palette, accent colours, usage…
- Copy: Tone of voice, product names, capitalisation…
- Illustration: Illustrative style, iconography…
- Photography: Photographic style, cropping, positioning…
- Grids: Columns, baseline, key divisions…
- Typography: Headings, body copy, captions, lists, tables…
- Colour: Primary and secondary palettes, gradient ranges…
- Messaging: Success messages, error handling…
- Form Elements: Buttons, text inputs, menus, checkboxes…
- Links & Navigation: Hover, active, disabled and selected states…
- Images: Dimensions, margins, placement, usage…
References:
Style guides for web