One of the most basic parts of a style guide is describing the appropriate use of the logo. In this section, you’ll want to lay down some ground rules about what modifications are allowed (if any), how to use the logo in different backgrounds, and any spacing or size limitations.
Standard rules for logos outline these basic principles:
1. Don’t alter the color, angle or layout of the logo (when possible, use PANTONE color standards to keep consistency).
2. A clear zone must surround the freestanding logo. You don’t want your logo to be crowded. Many companies use a ratio for required space—for example, leaving a space around the mark equivalent to the height of the text in your logo.
3. The logo should always be easy to read so don’t put the logo on a multicolored background or over the top of a photo. Logos with a dark background should be reversed (white only).
4. Only use black and white when you can’t reproduce your logo in its original color.
You’ll also want to provide visual examples of what is/is not approved, so there is no confusion as to what to do in a given situation. For example, show what the logo would look like stretched vertically or horizontally and cross it out as a bad example.
Although these rules may seem needlessly specific, they will help you keep a consistent, professional image so you’ll be able to build a strong brand.
