These are often seen as the ‘rules’ that define the look and feel of your brand. But we prefer to see them as tools to liberate and inspire people who need to communicate who you are and how you do business. Guidelines should be easily shared and understood by everyone. Typically, ours are concise, simple to follow, and digitally accessible. Consistency is essential for a brand but the joy of colour, type, imagery and tone could be the X factor that elevates yours.