What is the industry standard term for a set of color guidelines for a brand identity?

  • Logo Usage Guidelines
  • Brand Identity Guidelines
  • Something else?


As Scott mentioned "whatever works". There does not seem to be any strict term, however searching for "brand guideline", "brand guide", or "brand style guide" appears to produce the most authoritative results. Substituting "Identity" for "Guide" will also yield good results.

It should be mentioned that these guides do far more than dictate color usage, I highly recommend reading some samples for anyone who is interested. For examples check out this list: http://www.logodesignlove.com/brand-identity-style-guides

  • Related: How do you call “Charte Graphique” in English?
    – JohnB
    Jul 18, 2013 at 4:11
  • It's typically the 'color' section/chapter of the 'corporate brand/identity standards' document.
    – DA01
    Jul 18, 2013 at 4:12
  • 1
    Colour guidelines normally boil down to being called the palette but you appear to be asking about two different things. Jul 18, 2013 at 6:47

2 Answers 2


Whatever works.

Brand Guidelines is the one I use and see most often. The identity is merely part of the brand.

  • I'm looking for some keywords to search for, so far I'm seeing "styleguide", "brand identity", "style guidelines", "corporate identity guidelines", in all combinations.
    – Makita
    Jul 18, 2013 at 3:10
  • Style guides generally refer to web design. Brand Guidelines refer to the corporate brand in any media.
    – Scott
    Jul 18, 2013 at 3:14
  • Why would Style Guide only be for web? I used to write corporate guidelines and I've never seen that distinction. Jul 18, 2013 at 10:30
  • 1
    @LaurenIpsum Often a Style Guide can refer to CSS definitions for a web site - a la Cascading Style Sheets. When I see a "Style Guide" it's markedly different than "Brand Guidelines". Brand Guidelines can include Style Guidelines, but the reverse is rarely true from what I've seen.
    – Scott
    Jul 18, 2013 at 15:25
  • Okay, I believe you; that's just completely outside my experience. Jul 18, 2013 at 17:26

I'd search for "corporate color palette" or "corporate colors."

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