Free takeaway: Brand style guide template

Worked example to compare with: Decluttering a flyer

• Before: five fonts, three images and ten lines of text.
• After: one headline, one image, three lines and a contact line.
• Test: stand across the room. Can you tell what it is for in three seconds?
• Result to look for: a clear main message.

Worked example to compare with: Fixing a misaligned poster

• Problem: text is centered, logo is left, date is right.
• Fix: align everything to the left edge.
• Group: put date, time and place together.
• Result to look for: an orderly layout where the eye moves from the top to the bottom.

Worked example to compare with: Using a 12-column grid

• Hero image: 12 columns wide.
• Three benefits: 4 columns each.
• Body text: 8 columns, centered.
• Check: turn the grid on and confirm every element sits on a column line.

Worked example to compare with: Reviewing a design with the four principles

• Contrast: the headline is the same weight as the body. Fix: make it larger and bolder.
• Repetition: three button styles. Fix: use one.
• Alignment: the logo is off by 10 pixels. Fix: align to the grid.
• Proximity: the price is far from the product. Fix: move it next to the product.
• Result to look for: a tidier layout with a clear focal point.

Worked example to compare with: Choosing fonts

• Pick: one serif for headlines and one sans-serif for body text.
• Avoid: more than two fonts.
• Check: body text is at least 16 pixels on screens.
• Result to look for: a layout that is easy to read and looks consistent.

Worked example to compare with: Adjusting for readability

• Problem: lines are too close together.
• Fix: increase line spacing to about 1.4 to 1.6 times the font size for body text.
• Problem: a heading looks uneven.
• Fix: adjust kerning between two letters.
• Result to look for: text that is comfortable to read.

Worked example to compare with: Creating a focal point

• Place the main image at about two thirds of the width.
• Put the headline next to it with high contrast.
• Place one button where the eye ends after reading.
• Check: squint at the design. The main element should still stand out.

Worked example to compare with: Choosing a photo for a cafe poster

• Option A: a generic stock photo of coffee beans.
• Option B: a real photo of the barista pouring latte art.
• Choose: B, since it is specific and human.
• Check: make sure you have permission to use any recognizable person.

Worked example to compare with: Testing contrast

• Pair: light yellow text on a white background.
• Result: very hard to read.
• Fix: use dark text on the white background, and keep yellow for small accents.
• Check: view the design in grayscale. If it is still readable, the contrast is probably fine.

Worked example to compare with: Designing the image

• Size: use the platform's recommended dimensions.
• Layout: photo on the left two thirds, headline on the right.
• Text: no more than seven words on the image.
• Check: view it on a phone to make sure it is legible.

Worked example to compare with: Building the graphic

• Canvas: a square or the platform's recommended ratio.
• Text: the quote in a bold serif at a large size.
• Credit: a smaller line below with the speaker's name.
• Brand: a small logo in a corner.
• Check: leave a wide margin so nothing is cropped.

Worked example to compare with: Designing for every screen

• Keep the logo and the tagline in the center safe area.
• Use a simple background that crops well.
• Export at the platform's required size.
• Check: preview on a phone, tablet and a computer.

Worked example to compare with: A flyer for a community cleanup

• Headline: "Clean up Maple Park, Saturday 9 a.m."
• Image: neighbors in gloves with bags.
• Details: bring gloves. We provide bags and snacks.
• Action: scan the code to register.
• Check: ask a friend to read it for five seconds and tell you what it is.