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The idea is that you’re creating a sense of rules about everything that is your brand like logos, images, type, writing tone, and anything else you can think of. From this set of rules, any new people who join the company should be able to use them to create whatever assets they need even if they had no prior knowledge of how the brand looks and sounds.","CoreParagraphAttributes","CoreParagraph",{"name":54,"clientId":62,"parentClientId":56,"attributes":63,"__typename":60},"6aadeac6261fe",{"content":64,"__typename":59},"Anticipating a brand's future usage can be difficult. We’ve run into a situation ourselves where we want to make something and go to see what the brand standards say the rules are for this particular project…and they’re not there! Were they stolen by a cunning jewel thief? Unlikely. In reality we didn’t plan for this particular circumstance, and then we had to amend the brand standards with new rules.",{"name":54,"clientId":66,"parentClientId":56,"attributes":67,"__typename":60},"6aadeac626200",{"content":68,"__typename":59},"That’s the tricky thing with brand standards. When you’re writing them, you’re trying to think of every possible contingency while being as specific as possible about the guidelines, but inevitably something comes up that you didn’t plan for. We may have written in a client’s brand standards that you have to use a primary logo on t-shirts, but alas, they’re making bucket hats for the company retreat.",{"name":54,"clientId":70,"parentClientId":56,"attributes":71,"__typename":60},"6aadeac626201",{"content":72,"__typename":59},"The challenge with writing brand standards is to be specific enough to keep a brand consistent across different mediums but also strategically vague enough for the standards to be applied for the situation you haven’t thought of yet. You have to anticipate the fact that you’re not going to anticipate everything.",{"name":54,"clientId":74,"parentClientId":56,"attributes":75,"__typename":60},"6aadeac626202",{"content":76,"__typename":59},"There are a few ways to plan for the unknown in brand standards. For this example, let’s examine typography.",{"name":78,"clientId":79,"parentClientId":56,"attributes":80,"__typename":84},"core\u002Fheading","6aadeac626203",{"level":81,"anchor":56,"content":82,"__typename":83},2,"Build a Typography System, Not Just Typography Rules","CoreHeadingAttributes","CoreHeading",{"name":54,"clientId":86,"parentClientId":56,"attributes":87,"__typename":60},"6aadeac626204",{"content":88,"__typename":59},"Typography rules are probably not going to be the same across the board. You’re more than likely going to use different fonts based on the medium you’re using, whether that’s a website banner or in-image copy for a social graphic. ",{"name":54,"clientId":90,"parentClientId":56,"attributes":91,"__typename":60},"6aadeac626205",{"content":92,"__typename":59},"That's why it's helpful to create a system where you know what style of headline to use in different situations. Say a client has the brand colors white, charcoal, gold, and turquoise. You should have a typography hierarchy in place for each acceptable background color. Maybe on white backgrounds, headlines are charcoal, sub-headlines are turquoise, and body copy is also charcoal. But then on charcoal backgrounds, headlines need to be white, sub-headlines are gold, and body copy is also white. Having a system like this in place should cover most of your bases. Most.",{"name":54,"clientId":94,"parentClientId":56,"attributes":95,"__typename":60},"6aadeac626206",{"content":96,"__typename":59},"Then the client comes across a situation where they have to put their typography on a background that isn't one of their colors. And perhaps they're placing an ad on the outfield wall of a baseball stadium, but the team's eccentric owner demands that the entire wall still be green. No one knows why, but he's the eccentric billionaire and he gets to make the rules. That's why along with the specific rules you'd include with brand standards, include some more broad language. Maybe you have guidelines for what type to use on light backgrounds rather than dark backgrounds. You can also include some guidelines for what to do for non-brand color backgrounds.",{"name":98,"clientId":99,"parentClientId":56,"attributes":100,"__typename":104},"core\u002Fimage","6aadeac626209",{"alt":101,"src":102,"caption":101,"__typename":103},"","https:\u002F\u002Fmadg50.wpengine.com\u002Fwp-content\u002Fuploads\u002F2026\u002F08\u002Fin-copy_graphic-30.png","CoreImageAttributes","CoreImage",{"name":54,"clientId":106,"parentClientId":56,"attributes":107,"__typename":60},"6aadeac62620a",{"content":108,"__typename":59},"Typography rules tell people \u003Cem>what to do\u003C\u002Fem>. 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Or when a small-format printed piece requires a different approach to sizing and spacing. Large-format signage introduces viewing distance as another consideration.",{"name":54,"clientId":183,"parentClientId":56,"attributes":184,"__typename":60},"6aadeac62621a",{"content":185,"__typename":59},"Then there are technical limitations. A presentation platform or email system may not support your brand fonts. In those cases, teams shouldn't have to improvise. Define acceptable font substitutions and explain which characteristics—such as weight, proportions, and hierarchy—should be preserved.",{"name":54,"clientId":187,"parentClientId":56,"attributes":188,"__typename":60},"6aadeac62621b",{"content":189,"__typename":59},"Accessibility also needs to be part of the system from the beginning. 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