Brand Guidelines Template
A sophisticated brand identity document with color palette swatches, typography specimens, voice & tone examples, and brand values. Built for agencies, startups, and design teams.
Need a different version? The brand guidelines maker writes one from your notes. See also PDFs for freelancers and PDFs for photographers.
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MERIDIAN
Brand
Guidelines
Visual Identity System · Version 2.0
CONFIDENTIAL · FOR INTERNAL USE
2025
MERIDIAN
Brand Story
01 — Foundation
Who We Are
Meridian was founded on a single conviction: that clarity is the highest form of creativity. We build tools and experiences that cut through noise—helping teams think clearly, communicate precisely, and move with intention.
01
Clarity
We choose the precise word, the clean line, the obvious path. Complexity is never a virtue.
02
Craft
Every detail earns its place. We sweat the small things because small things compound into trust.
03
Courage
We say what others won't, make the hard call, and own the outcome. Comfort is the enemy of growth.
04
Curiosity
We question assumptions, follow the thread, and stay uncomfortable with "good enough."
Mission Statement
"To make complex ideas unmistakably clear — for teams who refuse to settle for ordinary."
MERIDIAN BRAND GUIDELINES · 2025
MERIDIAN
Color Palette
02 — Color
Our Palette
Color is the first language our brand speaks. Use it deliberately. Every color carries intention — restraint is a feature, not a limitation.
Obsidian
HEX #0A0A0A
RGB 10, 10, 10
Primary — backgrounds, headings, borders
Ember
HEX #D4642C
RGB 212, 100, 44
Accent — CTAs, highlights, emphasis
Parchment
#FAFAF8 · Backgrounds
Linen
#F0EDE8 · Cards, surfaces
Slate
#555555 · Body text
Mist
#AAAAAA · Captions, labels
MERIDIAN BRAND GUIDELINES · 2025
MERIDIAN
Typography
03 — Type
Type System
Display / Heading Typeface
DM Serif Display — Headlines & Display
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
"The measure of intelligence is the ability to change." — Albert Einstein
Body / UI Typeface
Inter — Body Text, Labels & Interface
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Light 300 Regular 400 Medium 500 Semibold 600 Bold 700 Black 900
Display
The Future of Work
Heading 1
Build What Matters
Heading 2
Clarity at Every Layer
Body
Great design solves problems without calling attention to itself.
Small
Supporting text and secondary information lives here.
Caption
Label · Category · Metadata
MERIDIAN BRAND GUIDELINES · 2025
MERIDIAN
Voice & Tone
04 — Language
Voice & Tone
Our words are as deliberate as our design. We speak plainly, directly, and with conviction. We never perform intelligence — we demonstrate it.
We are…
Confident
We make statements, not suggestions. We avoid hedging language.
Direct
Short sentences. Active voice. The point comes first.
Human
Warm without being casual. Smart without being cold.
We are not…
Corporate
No jargon, no synergies, no "leveraging solutions."
Aggressive
Confidence isn't arrogance. We respect our audience.
Vague
No "innovative," "seamless," or "world-class" without proof.
Writing Examples
✓ Do Write
"Create a polished PDF in minutes. No design skills needed."
✗ Don't Write
"Leverage our innovative platform to seamlessly generate world-class documents."
✓ Do Write
"Your first PDF is free. No credit card, no catch."
✗ Don't Write
"Experience our complimentary onboarding journey with zero financial commitment required."
MERIDIAN BRAND GUIDELINES · 2025
Frequently asked questions
What should brand guidelines include?
Complete brand guidelines cover: logo usage rules (sizing, clear space, forbidden uses), color palette with HEX/RGB/CMYK values, typography (fonts, weights, hierarchy), imagery style, voice and tone, and brand values. This template includes all six sections.
Who needs brand guidelines?
Any organization that works with multiple team members, contractors, or agencies needs brand guidelines. Without them, every touchpoint — ads, social posts, presentations — drifts in a different visual direction. Guidelines create consistency at scale.
How long should brand guidelines be?
A startup or small business can capture everything essential in 8–15 pages. Large enterprises with complex identity systems may need 30–50 pages. This template is sized for startups and growing teams.
Is this brand guidelines template free?
Yes — free to use and customize. Describe your brand colors, fonts, and values to the AI and it will populate the guidelines document with your specific brand details.
Brand Guidelines
Business · Free template
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