Brand Guidelines: [brand]

The reference that keeps a hundred contributors looking like one brand. State the rule and the reason – people follow reasons.

Field	Value
Brand	[name]
Version	N.N
Owner	@name
Effective	YYYY-MM-DD

Voice & tone

• Voice: [3 adjectives – e.g. direct, warm, expert]
• Tone shifts: [by context – error messages vs marketing]
• We say / never say: [term] / [term], [term] / [term]

Logo

• Primary mark: [file]
• Clear space: [rule]
• Minimum size: [N px]
• Never: [stretch, recolor, add effects, place on busy backgrounds]

Color

Token	Hex	Use
Primary	#NNNNNN	[headlines, key actions]
Accent	#NNNNNN	[highlights, links]
Neutral	#NNNNNN	[body text, backgrounds]

Contrast: body text meets WCAG AA (4.5:1) minimum.

Typography

Role	Typeface	Weight	Size
Headings	[font]	[weight]	[scale]
Body	[font]	[weight]	[scale]

Fallback stack: [system fonts].

Imagery

• Style: [what photos/illustrations look like]
• Never: [stock clichés to avoid]

Application examples

• Correct: [describe a correct usage]
• Incorrect: [describe a violation]

Governance

Questions and exceptions: @name. This document changes by [process].