House Style and Brand Guidelines

A house style is the set of rules a client uses so that every product it makes looks and sounds consistent. Brand guidelines are the document that records those rules. They support the style requirement in a brief by stating how the finished product should look or sound.

What the rules can cover

Guidelines can cover the logo, slogans, typography and colour palette. For example, a youth theatre group might insist that its logo sits in the top-right corner of every poster, that only its two approved colours are used, and that headings use one particular bold typeface. The guidelines may also set sizes, say exactly how a slogan is written, and explain which versions of the logo are permitted.

Why they matter in a brief

Following the rules makes products recognisable: an audience can spot the theatre group's poster among many others. The rules also stop the brand being used incorrectly, because everyone works from the same instructions. In a brief, brand guidelines limit your design choices. You cannot choose any font, colour or logo placement you like; you must use what the client has approved. Highlight them as a constraint when you plan.