6 Essentials to Create a Brand Style Board

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If you're not a designer, you might not know what a brand style board is. It's a document that showcases all the elements of your brand design and visually organizes the brand's style and identity. If you work with a graphic designer to put together a full branding package in the future, you'll most likely receive one. 

A brand style board typically includes items like the brand's main logo, alternative logo, favicon, fonts, graphic elements, color palette and textures or patterns. 

In this post, I'll break down what the purpose is of each element.

Design Elements Defined

1. Main logo

Your main logo will appear at the top of your site. It's the primary identity of your brand. 

2. Logo variations

The alternative logo is a variation of your main logo. It's typically presented in a circular shape. This makes it easy to place on social media banners or headers, profile images, stamps, watermarks, etc.

The favicon is an graphic that appears in a webpage window. Many favicons will be letters or icons. You'll notice that the one for my site is TD. Favicons are meant to be simple since they take up a very small amount of space.

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3. Fonts

Brands most commonly have 2-3 font choices. One is for titles and headings, one is for the paragraphs of text and the other, when included, is typically a decorative font that is used sparingly.  

4. Graphic elements

Graphic elements are what gives your brand a personality. This includes things like "buttons" (images that link to a page on your site), a divider or line separating sections of a page from one another, or other graphics you can place throughout your site. 

5. Color palette

These are the four or five brand colors that, for the most part, are non negotiable. Other than the default of a white background and black paragraph font for a website, your branding throughout the site (color blocks, H2 and H3) should reflect these colors.

When choosing brand colors, it's typical to identify a mix of dark and softer colors so that when you put one on top of the other, you create a contrast between them. 

The desired result is brand consistency, and having a variety of colors plastered throughout your site, social media profiles or webinars will prevent you from achieving that. It's helpful to store these colors in an easily accessible folder on your desktop.

6. Textures/patterns 

There are many uses for textures and patterns - background for a header on your website, blog post graphics, webinar design, etc. These should match your brand colors and the feel of your logo design as well.

If you have an upscale feminine brand, you might choose a white marble texture. For my brand, I use a floral style so I chose soft patterns that relate to the feel of the brand.

My favorite place to find textures and patterns is Creative Market.


an example of a brand style board, where all brand elements are presented.

an example of a brand style board, where all brand elements are presented.


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