Brand Identity • Template
Brand Imagery Style Guide Template
Imagery is one of the fastest ways to look “on-brand” (or “random”). This template helps you define a few rules so your website and social look consistent even when you’re moving fast.
Copy/paste template
Keep it simple: define the “feel,” the subject focus, and a few do/don’t rules.
Template
BRAND IMAGERY STYLE GUIDE (TEMPLATE) 1) What should our imagery FEEL like? (3 words) - Example: “Warm, honest, energetic” - Our 3 words: ____________________________ 2) Primary subject focus (what we show most) - People (customers/team) / Product / Place / Process / Results - Our primary: ____________________________ 3) Photography rules - Lighting: natural / bright / moody / high-contrast - Color tone: warm / cool / neutral - Composition: clean / busy / close-up / wide / lots of negative space - Backgrounds: solid / real environments / textured - Do: ___________________________________ - Don’t: _________________________________ 4) “Do / Don’t” examples (write 3 of each) DO: 1) ______________________________________ 2) ______________________________________ 3) ______________________________________ DON’T: 1) ______________________________________ 2) ______________________________________ 3) ______________________________________ 5) Graphic style (for icons, illustrations, patterns) - Icon style: outline / filled / mixed (choose one) - Stroke weight: thin / medium / bold - Corners: sharp / rounded - Shapes: geometric / organic - Texture: flat / grain / subtle gradients 6) Where we use imagery - Website: hero, about, services, testimonials - Social: posts, stories, ads - Email: newsletter, promos 7) Checklist before publishing - Does this match our 3 words? - Does it match our lighting/tone rules? - Does it match our icon/graphic style rules?
Examples (so it feels concrete)
Local service business
Feel: Clean, trustworthy, calm
Do: Real photos of the team at work, bright natural light, clean backgrounds
Don’t: Overly staged stock images with fake “smiling call center” vibes
Boutique retail
Feel: Premium, minimal, warm
Do: Neutral backgrounds, soft shadows, close-up texture shots, consistent angles
Don’t: Busy backgrounds and inconsistent filters
Fitness studio
Feel: Energetic, gritty, motivating
Do: Action shots, contrast, real sweat, strong composition
Don’t: Generic “perfect” stock photos that feel fake
Pro tip: consistency beats “perfect”
Small businesses don’t need a giant design system. You need repeatable rules that you can follow every week.