How to build a brand style guide for your store
A brand style guide records your logo rules, colours, fonts, photography style, tone of voice and design rules so your store, emails, ads and packaging always look and sound consistent. It saves time and helps anyone who works on your brand.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Quick summary
- Logo, colours, fonts and photography.
- Tone of voice with examples.
- Share it with everyone who works on your brand.
In this guide:
What to include
- Logo versions and spacing
- Colour palette with hex codes
- Fonts and sizes
- Photography style and examples
- Tone of voice, with do and don't examples
- Button, icon and layout rules
Keep it simple
A few pages is enough for most small brands.
Use it
Share it with designers, developers and creators.
Keep exploring
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