Brand guidelines
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Brand guidelines are not a heavy document to impress people: they are a tool that saves time on every piece of material produced. Well designed, they let a graphic designer, a developer or a salesperson create a correct publication without asking questions. ## What the guidelines must contain at minimum Colours with their web and print values, typefaces with their alternatives, rules and restrictions for the logo, the grid and margins, and templates for the most frequent materials. For an SME publishing on social media, post and story templates matter as much as the theoretical rules. ## Guidelines that live on the web The website and the guidelines must speak the same language. Guidelines that describe seven colours while the site uses twenty create inconsistency. The right reflex is to give the developer the colours, spacing and button shapes as reusable variables or components, not just a palette image. ## The useful rules are not the numerous ones Good guidelines mainly say when you may depart from the rules and how. They show concrete examples of successful and faulty materials. The precision of examples matters more than the number of chapters, because nobody re-reads an 80-page manual before publishing a story.When this guide is for you
- Several people produce your materials (agency, freelancer, in-house team) and the output becomes inconsistent
- You are starting to advertise or print and don't want to repeat the brief every time
- Your company is growing with several products or regional agencies and the brand link is fading
- You want to give a developer or designer the rules that apply online without another meeting
Step by step
- Audit existing materials — List the materials used today (website, social media, print, packaging), spot inconsistencies and identify the most frequent formats to template.
- Fix the foundations — Decide the palette with web and print values (HEX, CMYK, Pantone), the typefaces with free alternatives, logo rules and exclusions, and the grid and margins.
- Build practical templates — Create editable templates (Canva, Figma, Office) for publications, stories, quotes and presentations, with the style-guide values built in.
- Translate to the web — Hand the developer colours, spacing and button states as CSS variables or reusable components, not just a palette image.
- Present and roll out — Run a short workshop for the teams, showing good and bad examples, then plan how existing materials will be replaced.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Mini guidelines (logo, colours, typefaces, basic usage) | 6,000 – 12,000 MAD (approx. 550 – 1,100 €) | 10 to 20 pages, suited to a small organisation |
| Full guidelines (web, print, social media, photography) | 12,000 – 25,000 MAD (approx. 1,100 – 2,300 €) | Detailed rules and dozens of examples, for a multi-channel brand |
| Design templates (Canva, Figma, Office) | 200 – 1,200 MAD / template (approx. 18 – 110 €) | Delivered editable with the guideline values built in |
| Web guide version (colours, spacing, components) | 4,000 – 12,000 MAD (approx. 370 – 1,100 €) | Quote with the developer: CSS variables, icons, button states |
| Presentation workshop for the teams | 2,000 – 5,000 MAD (approx. 180 – 450 €) | Half a day, with a presentation deck and a usage quiz |
| Guidelines overhaul after rebranding | 15,000 – 40,000 MAD (approx. 1,400 – 3,600 €) | Review existing materials and plan their gradual replacement |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Producing an 80-page guide that is never read: 15 clear pages and templates used every week are better
- Defining colours only in HEX or only in RGB, without CMYK and Pantone values for print
- Forgetting the rules for social media and the web by thinking only about print
- Delivering the guidelines without source files or font licences: teams end up improvising
- Changing the guidelines every two years on the whim of providers, destroying brand recognition
Frequently asked questions
What is the difference between a logo and brand guidelines?
The logo is the brand's mark; the guidelines are the instruction manual for that mark and the whole visual world: colours, typefaces, layouts, examples. Guidelines include the logo, the reverse is not true.
How long does it take to produce brand guidelines?
Mini guidelines take 2 to 3 weeks; full guidelines with templates, 1 to 2 months. The timeline depends mainly on the teams' availability to approve directions, not on production time.
Do you need guidelines if you work with a single designer?
Yes, as soon as several important materials must be produced. The designer may leave, and guidelines keep the visual memory. They also serve as a base for developers, printers and every new recruit.
Is the PDF enough, or do you need editable files?
The PDF is for consulting and approving, but teams need editable files (Canva, Figma, Office, InDesign) and the typefaces used. Including both in the scope avoids getting stuck.
How often should guidelines be updated?
Plan a revision every three to five years, or as soon as a change of positioning, a new range or a new market requires it. In between, usage notes can supplement the guidelines without rewriting them.
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