Brand consistency for small teams: a simple system

When everyone on a small team designs their own posters and posts, a brand slowly fragments. The fix isn't more rules — it's fewer, clearer ones.

The essentials

• Logo usage: which version to use on light and dark backgrounds, and minimum sizes.
• Colours: one or two primary colours, a neutral, and an accent — with exact values.
• Typography: one font for headings, one for text.
• Image style: a few example photos that show the look you want.
• Tone of voice: three words that describe how you sound, with examples.

Templates beat guidelines

Editable templates for social posts, offers, presentations and documents make consistency the easy option.