designmanual

Design manual, sometimes referred to as a brand or design guidelines document, is a comprehensive reference that prescribes visual, tonal, and interaction design standards for a product, brand, or organization. It serves as a single source of truth intended for designers, developers, writers, and marketers to ensure a coherent user experience and consistent brand identity across channels.

A design manual typically covers principles that guide decision making, the brand identity (logo usage, spacing, permitted alterations), typography (typefaces, hierarchy, leading), color systems (primary and secondary palettes, accessibility considerations), layout and grid systems, and iconography and imagery guidelines. It may also define user interface components, patterns, motion and transitions, and accessibility requirements to support inclusive design.

In practice, a design manual can exist as a standalone document or as part of a broader design system. A manual emphasizes governance, usage rules, and implementation details, while a design system often includes reusable code components, tokens, and documentation that developers can directly consume. Some manuals distinguish between branding guidelines and UI guidelines, or between print and digital applications.

Maintenance is usually the responsibility of a design or brand team, with versioning to reflect updates in identity, technology, or accessibility standards. Public-facing manuals are common for organizations seeking consistency across products and channels.

Examples include corporate brand guidelines, university communications handbooks, and government style guides. A well-maintained design manual helps ensure a consistent look and feel, reduces ambiguity, and supports collaboration among cross-functional teams.