Guidelines is the design platform built for anyone working on a brand. It transforms static brand guidelines into living systems - designed to be edited, shared, and used. Whether you’re a designer, marketer, or brand owner, Guidelines keeps everyone aligned. On-brand. All the time.

A logo that tells two stories

At the heart of the new identity is a symbol that connects two worlds. One reading evokes converging paths – a visual nod to collaboration between creatives and clients. Another captures the moment just before a page turns, referencing the brand’s namesake and the evolution from static documents to living, breathing systems. From book to platform.

Staying on brand.
It’s an art form.

Guidelines was built to dismantle the silos that separate brand creators from brand users. By bringing designers, marketers, developers, and copywriters into one shared space, it transforms brand management from a one-way handoff into an ongoing dialogue. Collaboration isn’t just encouraged – it’s embedded into the system. So no matter who’s working on the brand, they’re working from the same page. Aligned. Evolving. Always on-brand.

Structure.
Not restriction.

The identity draws from the fundamentals of design: grid lines, bounding boxes, and layout frames. These elements create a system that’s highly usable yet distinct—recognisably Guidelines.

A pure cyan, pulled from design software guides, injects energy into a minimal black and white palette. Clean typography and purposeful motion round out a system that prioritises clarity over decoration.

Guidelines is built to elevate brands, not compete with them.

A living system for living brands. Guidelines isn’t just a tool for publishing brand assets – it’s a platform that ensures those assets get used. Correctly. Consistently. Collaboratively. The new identity brings that mission to life across every touchpoint—from motion to mark, voice to interface.

Because great design doesn’t belong in a folder. It belongs in the world.

Credits:
Copywriting: Studio Himmel

Services:
Branding, Creative Direction, Design

Guidelines is the design platform built for anyone working on a brand. It transforms static brand guidelines into living systems - designed to be edited, shared, and used. Whether you’re a designer, marketer, or brand owner, Guidelines keeps everyone aligned. On-brand. All the time.