# Brand Style Guide > A clean brand style guide with logo versions and clear-space rules, a color palette with HEX, RGB, and CMYK values, accessible color pairs, a type scale, imagery direction, and application mockups. Source: https://buildpdfs.com/templates/brand-style-guide Category: Business A clean brand style guide with logo versions and clear-space rules, a color palette with HEX, RGB, and CMYK values, accessible color pairs, a type scale, imagery direction, and application mockups. ## What's included - Logo system with versions, clear-space rules, and a misuse page - Color palette with HEX, RGB, and CMYK values - Accessible color pairs checked for contrast - Typeface specimen and a full type scale - Imagery direction with example shots - Application mockups on packaging and a website ## Sample content Brand Guidelines Version 1.0 · 2026 ### tidewell How our brand looks, sounds and shows up — for everyone who makes anything with our name on it. Prepared by Northfold Studio Internal & partners 00 — Start here #### Clear, cold, and on your side. Tidewell is sparkling water from the coast. Our brand should feel like the first sip: bright, clean and a little bit cheeky. These pages keep it that way — on a can, a billboard or a slide. Use this guide before you design, write or brief. If something here does not answer your question, ask the brand team before you guess. 1. 01The logo_03_ 2. 02Logo versions_04_ 3. 03Clear space & size_05_ 4. 04Logo misuse_06_ 5. 05Colour_07_ 6. 06Colour pairs_08_ 7. 07Typeface_09_ 8. 08Type scale_10_ 9. 09Imagery_11_ 10. 10Applications_12_ 11. 11Do & don’t_13_ **tidewell** AaBricolage Grotesque **tidewell** Start here 02 01 — Logo #### The logo Two waves and a bubble inside a circle, next to a lowercase wordmark. Always use the supplied files — never redraw it. **tidewell** Mark — the tide Wordmark — Bricolage Grotesque ExtraBold, −2% tracking **tidewell-logo.svg**Primary, digital **tidewell-logo.pdf**Primary, print **tidewell-mark.svg**Mark only, ≥ 24 px **tidewell** Logo 03 02 — Logo #### Logo versions Pick the version by background. The circle keeps its blue on light grounds and turns white on blue. **tidewell** _Primary — on Sea Salt_ **tidewell** _Reversed — on Tidewell Blue_ **tidewell** _Dark — on Deep Tide_ **tidewell** _One colour — black only_ **tidewell** Logo 04 03 — Logo #### Clear space & minimum size Keep a free zone around the logo equal to the height of the bubble × 3 — we call it **x**. Nothing enters it: no text, no edges, no other logos. **tidewell** x x x x **tidewell** **Digital** 120 px wide minimum **tidewell** **Print** 25 mm wide minimum **Mark only** 24 px / 6 mm **tidewell** Logo 05 04 — Logo #### Logo misuse These happen more often than you think. Each one makes the brand look borrowed. **tidewell** **✕** Do not stretch or squash **tidewell** **✕** Do not recolour **tidewell** **✕** Do not rotate **tidewell** **✕** No shadows or effects **tidewell** **✕** Not on busy photos **tidewell** **✕** Do not retype the wordmark **tidewell** Logo 06 05 — Colour #### Colour Three colours. Blue leads, Deep Tide carries the words, Sea Salt gives everything room. **Tidewell Blue** Primary HEX #1F4BD8 RGB 31 75 216 CMYK 90 65 0 0 PMS 2728 C **Deep Tide** Text & dark grounds HEX #0B1B3F RGB 11 27 63 CMYK 100 85 35 45 PMS 2767 C **Sea Salt** Backgrounds HEX #F2EDE3 RGB 242 237 227 CMYK 4 5 10 0 PMS 9224 C _60% Sea Salt_ _30% Blue_ _10%_ Use these values exactly. Do not pick “a blue” by eye from a screen — match the HEX in digital work and the Pantone on press. **tidewell** Colour 07 06 — Colour #### Colour pairs Only these text and background pairs. Each one passes WCAG AA for body text. **Aa** Stay bright. _6.3 : 1 · AA_ **Aa** Stay bright. _16.2 : 1 · AA_ **Aa** Stay bright. _14.1 : 1 · AA_ **Aa** Stay bright. _5.5 : 1 · AA_ **Aa** Stay bright. _6.3 : 1 · AA_ **Aa** Stay bright. _14.1 : 1 · AA_ **tidewell** Colour 08 07 — Type #### Typeface Aa **Bricolage Grotesque** One family for everything: headlines, body, packaging. It is free from Google Fonts, so every partner can install it. Regular 400 SemiBold 600 ExtraBold 800 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &@?!%€$ **tidewell** Type 09 08 — Type #### Type scale A 1.333 scale. Headlines are ExtraBold with tight leading; body is Regular at 1.5. Display_96 / 92_ Stay bright. H1_56 / 56_ Born on the coast H2_40 / 44_ Cold, clean, a bit cheeky H3_24 / 30_ Lightly sparkling, zero sugar Body_16 / 24_ Every can is filled within a day of bottling. Caption_12 / 16_ 330 ml · Best before see base **tidewell** Type 10 09 — Imagery #### Imagery **Real light**Hard sun, real shadows. Never a studio sweep. **Blue in frame**Sea, sky or the can. One blue thing in every picture. **Mid-moment**People doing, not posing. No looks to camera. **tidewell** Imagery 11 10 — Applications #### Applications **tidewell** **tidewell** **Nadia Okafor**Head of Brand nadia@tidewell.co Stay bright. **tidewell** Applications 12 11 — Summary #### Do & don’t ##### Do * Use the supplied logo files * Match the exact HEX and Pantone * Set all type in Bricolage Grotesque * Keep 60 / 30 / 10 colour balance * Shoot in real, bright light * Leave clear space x around the logo ##### Don’t * Pick a blue by eye * Stretch, rotate or recolour the logo * Add shadows, glows or outlines * Put the logo on busy photos * Use stock photos with posed smiles * Mix in other typefaces Questions? **brand@tidewell.co** — or ask Northfold Studio. **tidewell** Summary 13 ## Frequently asked questions ### What should a brand style guide include? A brand style guide should include logo versions and usage rules, a color palette with exact values, a typeface and type scale, imagery direction, and examples of the brand applied to real items. This template has each section. ### What is the difference between a logo and a brand style guide? A logo is one mark. A brand style guide is the rulebook around it: which logo version to use, the exact colors, the typeface, and how the brand looks on real things like packaging and a website. ### How many pages should a brand style guide be? Most brand style guides run 10 to 20 pages. Short enough that a designer or print shop actually reads it, long enough to cover logo, color, type, imagery, and application. ### Is this brand style guide template free? Yes. You can customize the brand style guide template for free and download it as a print-ready PDF. Describe your brand to the AI and it fills in colors, type, and examples. ## Related reading - [How to design a professional PDF](https://buildpdfs.com/guides/how-to-design-a-professional-pdf) - [Create a PDF without InDesign](https://buildpdfs.com/guides/create-pdf-without-indesign) - [From Word or Google Docs to a professional PDF](https://buildpdfs.com/guides/word-google-docs-to-professional-pdf) [Use this template](https://buildpdfs.com/signup?templateId=brand-style-guide) — free, no credit card required.