Template: content plan for a design manual
The structure for a complete visual rule set
A design manual must be usable by people who were not involved in creating the identity: new colleagues, external agencies and printers. Go through the sections one by one and always show both correct use and typical errors.
§1. Introduction
- 01Short about the company core and tone.
- 02What the manual covers, and who should use it.
- 03Contact if in doubt — who answers questions about identity?
§2. Logo
- 01Primary logo and secondary versions (horizontal/stacked/symbol only).
- 02Clear space: minimum distance to other elements, defined by the logo's own proportions.
- 03Minimum size on print and screen.
- 04Placement on light, dark and restless background (positive/negative version).
- 05Prohibited use: distortion colour change effects rotation — show examples.
§3. Colours
| Colour | CMYK | RGB/hex | Possible spot color | Role |
|---|---|---|---|---|
| Primary color | Dominant brand colour | |||
| Secondary colour(s) | Supporting surfaces. | |||
| Accent colour | Emphasis and call-to-action | |||
| Neutral | Text and backgrounds |
§4. Typography
- 01Primary font for headings and secondary for body text — with cuts and licensing terms.
- 02Size and hierarchy scale (heading, subheading, body text, caption).
- 03Replacement text for systems where the brand text cannot be used (e.g. email).
§5. Images, graphics and other elements
- 01Image style: subjects, colour tones, cropping — with good and bad examples.
- 02Icons, patterns and graphic elements and the rules for their use.
- 03Rules for graphs/diagrams, if the brand uses them.
§6. Applications
- 01Show identity correctly applied to the most important surfaces: business card/letterhead website social media posts ads presentations and possibly signage/clothing.
- 02Specify where original files and templates are located and who maintains them.