Detailed brand guidelines were created for Morgan Sindall which outlined their vision and objectives, as well as practical elements such as which typefaces to use, the brand’s colour palette and the style of imagery and iconography to choose, among other aspects.

Such guidelines can be used by a brand to ensure that the logo is used in the correct manner at all times, that the right fonts are applied to all written documents and even to help brands to choose imagery which matches their core values.