BRAND GUIDELINES FOR EVENT COMPANIES: WHAT TO INCLUDE

What Are Brand Guidelines?

Brand guidelines are a document that defines how your event company's brand should look, sound, and feel across every touchpoint. Think of it as the rulebook that ensures your Instagram post, your proposal cover, and your truck wrap all feel like they come from the same company.

What to Include

Logo Usage

Show your primary logo, secondary marks, and icon. Define minimum sizes, clear space requirements, and what NOT to do (stretch, recolor, add effects). Include versions for dark and light backgrounds.

Color Palette

List your primary and secondary colors with hex codes, RGB values, CMYK values (for print), and Pantone numbers. Show examples of correct color combinations and prohibited combinations.

Typography

Specify your headline and body fonts, sizes for different contexts (web, print, social), and hierarchy rules. Include where to download or purchase the fonts.

Photography Guidelines

Define your photo editing style with before/after examples. Include composition guidelines, lighting preferences, and what types of images to use in different contexts.

Voice and Tone

Describe how your company communicates. Include do's and don'ts with examples: "Say 'we create unforgettable experiences' not 'we do events.'" Cover tone variations for different contexts — social media can be more casual than proposals.

Templates

Include templates for the things your team uses daily: email signatures, social media post formats, proposal covers, presentation slides, and invoice headers.

The Bottom Line

Brand guidelines don't need to be 50 pages. A focused 10-15 page document covering these essentials will keep your brand consistent and save your team hours of guessing. The key is making it easy to follow — if your team has to dig through a complex document, they'll skip it.