Stilguide

A stilguide, or style guide, is a document that sets the rules and conventions for how an organization communicates in writing and visuals. It defines language usage, grammar and punctuation, tone of voice, and editorial style, as well as branding elements such as typography, color palette, logo treatments, imagery, and layout. The purpose is to ensure consistency, clarity, and a cohesive identity across all channels, including print, digital, and social media. Stilguides help staff, contractors, and partners apply the brand consistently and reduce confusion in production.

Typical components include an editorial style section with spelling and grammar rules, a voice and tone guide that explains how the organization speaks, typography guidelines (fonts, sizes, line length), color system and accessibility considerations, logo usage rules, image style and photography guidelines, and layout and grids. Some stilguides also cover citation conventions, metadata, and distribution channels.

Stilguides can be internal documents for a company or public guidelines released for partners and suppliers. They are regularly updated to reflect changes in branding, technology, or policy. The creation and maintenance are usually handled by communications, marketing, or brand teams, with input from legal and editorial staff to ensure accuracy and compliance. Stilguides intersect with other standards such as brand guidelines, typography manuals, and external style manuals, serving as a practical reference for consistent communication.