Brandnormer

Brandnormer, or brand guidelines, are a formal set of rules that define how a brand should be presented in all communications. They establish a consistent visual and verbal identity to support recognition, trust, and the legal protection of trademarks. By detailing approved representations of the brand, brandnormer help ensure that every touchpoint—print, online, packaging, and beyond—speaks with a single, coherent voice.

A typical brandnormer covers visual identity elements such as logo usage, clear space, minimum sizes, and incorrect applications; the color palette with exact color codes for print and digital; typography rules including font families, hierarchy, and line lengths; and imagery standards for photography or illustrations. It also prescribes layout guidelines, templates, and grid structures. Verbal guidance on tone of voice, writing style, and terminology complements the visuals, along with editorial rules and messaging pillars. In digital contexts, the guidelines often address accessibility, responsive design, and component usage in design systems.

Development and governance of brandnormer usually involve a brand or marketing team, with a designated brand manager or governance committee responsible for updates. The guidelines are distributed to internal teams and external partners or agencies, with training and a process for approving exceptions. Regular review ensures the brand remains consistent as markets evolve or new sub-brands and partnerships emerge, while still allowing room for appropriate adaptations.