Brand Style
BRAND
STYLE GUIDE
Visual Identity Guidelines
Sample Document by Joab Irungu
INTRODUCTION
This brand style guide ensures consistent visual communication across all touchpoints. Use these
guidelines for all design applications to maintain brand integrity and recognition.
LOGO USAGE
Primary Logo
The primary logo should be used in most applications. Maintain clear space equal to the height of the
icon on all sides.
Do's:
✓ Use on white or light backgrounds
✓ Maintain minimum size (1 inch / 72px wide)
✓ Keep proportions intact
✓ Use approved file formats
Don'ts:
✗ Distort or stretch
✗ Change colors
✗ Add effects or shadows
✗ Place on busy backgrounds
COLOR PALETTE
Primary Colors
Brand Blue
HEX: #2E86AB
RGB: 46, 134, 171
CMYK: 73, 22, 0, 33
Usage: Primary brand color, headers, CTAs
Pure White
HEX: #FFFFFF
RGB: 255, 255, 255
Usage: Backgrounds, negative space
Secondary Colors
Innovation Green - HEX: #00D4AA, RGB: 0, 212, 170
Usage: Accents, highlights
Charcoal - HEX: #333333, RGB: 51, 51, 51
Usage: Body text
Light Gray - HEX: #F5F5F5, RGB: 245, 245, 245
Usage: Backgrounds
TYPOGRAPHY
Primary Typeface: Sans-Serif Modern
Headings:
Inter Bold / Montserrat Bold
Sizes:
48px (H1), 36px (H2), 24px (H3)
Line Height:
1.2
Letter Spacing:
-0.02em
Body Text:
Inter Regular / Open Sans Regular
Size:
16px
Line Height:
1.6
Captions:
Inter Medium
Size:
12px
Transform:
Uppercase
Letter Spacing:
0.1em
CMYK: 0, 0, 0, 0
DESIGN APPLICATIONS
Business Cards
• Size: 3.5" x 2" (standard US)
• Bleed: 0.125"
• Front: Logo + contact info
• Back: Pattern or solid color
• Paper: 16pt matte finish
Social Media
• Profile Image: Logo icon (square crop)
• Cover Photo: Branded with tagline
• Posts: Consistent filters, brand colors
• Templates: Maintain visual consistency
Marketing Materials
• Flyers: Bold headlines, clear hierarchy
• Brochures: Balanced text/imagery ratio
• Presentations: Minimal text, strong visuals
• Email: Responsive design, brand colors
VOICE & TONE
Brand Voice
• Professional yet approachable
• Clear and concise
• Confident but not arrogant
• Innovation-focused
Writing Style
• Active voice
• Short paragraphs
• Bullet points for lists
• Conversational but professional
FILE FORMATS & DELIVERABLES
For Print: PDF (CMYK, 300 DPI), Vector (AI, EPS), High-res PNG/JPG
For Digital: PNG (transparent background), JPG (optimized for web), SVG (scalable vector)
For Video: MP4, MOV, 1920x1080 minimum, Brand colors in motion graphics
CONTACT
Designer: Joab Irungu
Service: Professional Graphic Design
Platform: Fiverr
For questions about brand guidelines or design assets, please message me through Fiverr.
Version 1.0 | January 2026
© 2026 - All brand assets and guidelines are proprietary.