Stilmanualer

Stilmanualer are documents that codify the conventions for language, typography, and layout used by an organization to ensure consistent communication across all channels. They typically cover written style, terminology, punctuation, and capitalization, as well as rules for abbreviations, numbers, dates, and references. In addition to linguistic rules, stilmanualer often specify typefaces, font sizes, grids, color usage, and image captions, creating a cohesive visual identity alongside the editorial voice.

A stilmanual differs from generic brand guidelines by focusing on editorial and typographic practices rather than solely on branding elements like logos and imagery. While brand guidelines describe how the brand should look, stilmanualer guide how the brand should sound and be read, both in print and digital formats. They are used by writers, editors, designers, marketers, and communications teams to maintain consistency across newsletters, websites, reports, social media, and other materials.

Common elements include tone and voice guidelines, spelling and terminology, editorial conventions (dates, numbers, citations), taglines, and translation or localization rules for multilingual contexts. Visual rules cover typography, hierarchy, margins, color palette, and image treatment. Accessibility considerations, such as readable typography and clear contrast, are increasingly integrated.

Stilmanualer are typically developed and maintained by communications or marketing departments and treated as living documents, updated as language usage and brand needs evolve. They help ensure clear, consistent, and professional communication throughout an organization.