Brand guidelines for a Shopify store should cover seven things: who you are for, how you sound, your logo, colours, fonts, image style and how all of these are used on the store itself. Keep them short enough that people read them. This article is part of our Ecommerce branding: where to start guide, and works as a checklist you can tick off.
1. Who you are and who you are for
- One short paragraph on what the shop stands for.
- One short paragraph on your main customers, and who you are not for.
- The one or two points that set you apart, which you can back up.
2. Voice and tone
- Three or four words that describe how you sound.
- Words and phrases you always use, and ones you avoid.
- Spelling and style choices, such as UK or US English, and how you write prices and dates.
- A before and after example of a product description.
3. Logo
- The main logo and any other versions, such as a stacked or icon-only version.
- Minimum sizes and clear space around it.
- Which versions to use on light and dark backgrounds.
- A few examples of misuse, such as stretching or changing colours.
Our logo design service covers what a logo set should include.
4. Colour
- A main colour, supporting colours and neutrals, with their codes.
- Which colours are for buttons and links, and which are for backgrounds.
- Text and background pairings that pass contrast checks. Under WCAG 2.2 AA, normal text needs a contrast ratio of at least 4.5:1, and large text and buttons 3:1.
5. Typography
- One font for headings and one for body text, or a clear reason for more.
- Sizes and weights for headings, body text and buttons.
- Fallback fonts for places where your fonts are not available, such as email.
6. Image style
- How products are photographed: lighting, background and angles.
- How people appear in images, if at all.
- Cropping rules and the shapes images should work in.
- Alternative text style, so images are described plainly.
7. How it applies on your Shopify store
- Which theme settings carry your colours, fonts and logo. Most current themes use colour schemes (background, text, buttons) set in the theme editor, and the newest ones use named colour palettes.
- Button, form and error message style.
- Product page structure and the tone of product descriptions.
- Rules for banners, collection images and announcements.
When your guidelines are clear, store changes are quicker and more consistent. See Shopify development.
8. Beyond the store
- Email layout and tone. See Email design.
- Advert style and sizes.
- Packaging, inserts and social images.
9. Keeping them useful
- One named owner who keeps the guidelines up to date.
- A date on the document and a record of changes.
- A copy for anyone who builds, writes or designs for you.
- A check against real examples once a year, or sooner if the shop changes.
From experience
If brand strategy is the why and the how, brand guidelines are the what and the look. They carry the message from your strategy into every design, so your brand stays consistent across every platform and product.
Where to get help
If you would like guidelines written for your shop, our brand guidelines service is the place to start.
Related services that often go with it:
- Shopify development, so the store follows the guidelines.
- Logo design, if your logo needs more flexible versions.
- Email design, so your emails match the store.
