Your logo is usually the most important element of your brand identity and you want it to be consistent everywhere it gets displayed. Your guideline for a logo should involve exactly how it should look and if it varies with the business segment. For example, the ‘Ex’ in FedEx has a different color for services, corporate, hoe delivery and other segments of the company. Also, remember to clearly state what not to do with the logo. Vimeo Brand Guidelines Fonts A consistent font is required for all documents being published offline and online — it makes you look professional. In your guide, you must talk about the font type, size — spelled out separately for different purposes such as headings or photo captions. Line spacing between lines and from the page border should also be specified. Specify which fonts or characters within the group should not be used too.