From a logo, three colours and one font to brand guidelines

Creating Brand Guidelines

Brand guidelines are essentially a set of rules that explain how your business works. Brand guidelines should really be used as a tool to keep your brand consistent. Whether your business is large or small, brand guidelines are critical to helping your brand to work effectively.

As a graphic design intern at Emplate ApS during my studies, one of my main responsibilities was to create a set of guidelines for their brand.


Emplate is a Danish tech-startup with a vision to create a world in which consumers perceive messages from companies as valuable at a time when they need it the most. Since I worked there the Emplate brand has evolved and changed a lot, but I am proud that I got to be part of their journey and help them develop a more cohesive brand image at the time.

Their first brand guideline consisted of three things: the logo, a font, and a set of three colours. I was given a lot of responsibility and freedom with only a few certain requirements when starting the process. The whole process was a combination of independent work and cooperation.

starting point.PNG

The starting point (logo, font, colors).

The final result was a Brand Guidelines Booklet that included the vision and mission, an illustration of how Emplate works, tone of voice for external communication, logo and logo icon usage, more elaborate colour palette, backcloud that I created out of the elements of the logo (e.g. for using as a background or additional design element), a set of two typefaces, stationery design, personal and customised set of icons, photographic guide, product design, business cards design, and various templates (e.g. presentations, documents).

Emplate had a much clearer picture regarding how to cohesively present themselves and their brand to their clients and customers. Through effective communication and collaboration we achieved a result that the Emplate team was proud to use to showcase their upgraded brand image. The Brand Guidelines were also the basis of redesigning their website.


Whether you are looking to create or redesign your website, need help with user experience or printed materials like flyers, posters, brochures or roll-up banners, are having trouble with representing your brand, and even if you just need help with a letterhead or Powerpoint presentation — I’m here to help.