id8 creates brand guidelines to document how to use your logo, fonts, colors, spacing, and style for future brand sustainability.


Many people might think this happens right after the brand identity is created. However, for id8, it doesn’t. The guidelines are created after the full corporate identity, marketing materials, and website are created. Our experience has taught, that in the past when we tried to write guidelines first, we would end up rewriting them over and over.

We found that as we translate the brand identity into marketing materials and digital we are still exploring and innovating how we will place and design graphics to best support the brand. It’s not a linear process.

Visual Patterns

We look at the full package of marketing materials for similarities and differences to find patterns. These patterns start to form rules and then those rules start to create guard rails as you would see on a bridge. So, our guidelines, in the format of a multi-page PDF, give some creative freedom with limits to maintain consistency or stay on the bridge without veering into the river below.

Selected Fonts

The brand guidelines define appropriate fonts and font styles that can be used with the logo. This includes fonts for print, digital, and also use on email. Typically, there are three to five fonts selected in the font family due to varied needs or font limitations within the office—such as for those people who need to have access to use the logo daily, but who do not have access to a Mac or the complete font library the marketing team uses.

How to Use the Logo

The guidelines also create rules for the placement and usage of your logo on various materials. This includes a safe zone around the logo so other graphics or words don’t impede and take away from the legibility of the logo. We also identify the spot colors, CMYK conversions, and RGB conversions so that your logo has the correct color when seen digitally or in print. This limits variation and maintains consistency. If your brand color is red, it should be the same red whether viewed on a website, seen on a billboard, or in a video.

Brand Sustainability

Secondary graphic elements and applications are also detailed in the brand guidelines, such as colors, graphics, charts, fonts, and how to use them to achieve brand consistency across all marketing materials—both print and digital. Examples like a folder, poster, or advertisements are included to show how the brand translates to those mediums. This gives a more visual understanding of what is an acceptable use of the secondary elements.

Lastly, rules around corporate identity are listed. These include specifics like how to list the phone number, down to the details of whether there are dots or hyphens between the area code, prefix, and line number. Or if a small logo is included in the email signature and how the signature is aligned within the content of the email.

The guidelines give organizations the details they need to make the brand consistent and sustainable for years to come.

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