We aim to give guidance on how to successfully show your brand to the world, and apply it with pride.

At Yummygum, we help businesses create a memorable brand that helps them spread the message about who they are and what they stand for. Brand Identity Guidelines help set rules to maintain the consistency and integrity of a brand identity.

Brand identity guidelines contain the rules to describe the do’s and don’ts on how to showcase your brand to its fullest potential. Brand identity guidelines are for internal and external use. It’s just as important that the employees at your company understand these guidelines, as external parties who might set up your ad campaign.

Having these rules ensures consistency on how components like logo’s, colors and typography can be used. But maybe most importantly, a lot of time and effort went into creating the brand identity. So how do you showcase what the guidelines of the brand are to, how we like to call it, make it stick?

Setting up brand identity guidelines has its own pitfalls. You want to establish a good set of rules on what you can and can’t do, but also want to give designers enough room so they can play around with it. As they say, rules are meant to be broken– that’s okay too. As long as the core of the visual aspect of a brand identity is respected and stands strong.

Some branding guidelines methods we use

The core

The core essence of brand identity guidelines should at least have sections for colors, typography and logo’s. It’s important to clearly mention when to use what logo, what color combinations are allowed and what typeface should be used to bring the brand’s message across.

The core and more

On top of the core elements, we strongly advise to add in sections and rules for photography, illustrations and motion. These rules are set to maintain consistency in a sometimes more emotional state of the brand. A lot is possible, but it’s important to ensure these follow the tone of voice of the brand.

The full package

The Brand identity itself is something that has a lot of thought put into it. To paint a complete picture of the brand identity guidelines you should including both visual elements, messaging, but also the underlying purpose, vision and values of the brand.

Motion implementation

Earlier we mentioned adding in motion to really complete make the brand identity guidelines feel as a whole. But how do you describe motion in a static file? In our brand identity guidelines for VIO [linkie naar project page] motion was visualized by adding an explanation on how motion evolves during movements, with an illustration to support the story.


It may sound obvious, but having a clear structure in your brand identity guidelines adds great value to the readability. By adding  in chapters, subchapters and page numbers. The brand itself tells a story, so the guidelines should feel like a story as well.

Speaking of story, add collateral examples to your brand identity guidelines that show the brand in the real world. Whether that be on a bus stop billboard, the side of a van or on a brand new hoodie. It makes it easier for people to understand how the brand will be applied, and to keep their eyes peeled the next time they commute to the office.

Main takeaways

  • Know the guidelines’ audience/reader.

  • Be specific in your guidelines, but don’t rule out everything.

  • Aim for clients to be able to create consistent brand touch points on their own.

Looking for a brand identity to help you tell your story?

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