Most style guides die because they are written for designers, not for the people who touch the brand every day. Write yours like a set of trail markers, not a textbook.

Start with purpose. Open with one paragraph that says what the brand stands for and how to use the guide. Include a contact email for questions.

Make decisions, not moodboards. Pick one headline font and show sizes for web and print. Lock in two primary colours, a neutral palette, and contrast rules. Give a small set of approved image treatments. Remove maybes.

Show, then tell. Replace theory with examples. Show a correct social tile next to a fix-it version. Show how a logo sits on a busy photo. Show a ‘do’ and a ‘do-not’ for every section.

Write for non-designers. Use plain language. Swap “typographic hierarchy” for “which size for which job.” Add a one-page glossary. Include a “when in doubt” section.

Bake in accessibility. Set minimum font sizes, colour contrast targets, and image-alt guidance. Add a quick test checklist for digital and print.

Package the kit. Link to real files: logo exports, brand fonts, swatches, Canva or Figma templates, icon sets, and a starter slide deck. Put everything in a single folder with clear names.

Keep it alive. Put the guide online, version it, and review quarterly. Add a change log so people can see what moved and why.

Finish with a playbook. Include two- or three-page templates for common tasks: a social post, an A4 flyer, and a presentation cover. A style guide that ships work will get opened again.

Do this and your guide becomes the house rules that keep the game fun. People use what helps them finish on time and look good doing it.