Brand guidelines
Definition
Brand guidelines are the documented rules for how a brand looks, sounds and behaves, covering logo use, colour, typography, imagery and tone of voice. Their job is to let people who weren't in the design meeting make the same decisions the designers would.
The test of a set of guidelines is whether a freelancer, a printer or a new hire can use them on day one without phoning anyone. That needs examples more than adjectives: correct and incorrect logo uses side by side, real layouts, exact colour values, the file locations for every asset, and rules for the things that always go wrong, such as minimum sizes and clear space.
A UAE brand has a second set of rules to write down: how the logo works in Arabic as well as English, which typefaces pair with each script, which way layouts mirror, and how the name is written in Arabic script and in Latin transliteration. Keep the guide as a live, dated document with a named owner, not a PDF in an old email thread, and review it each year. Because teams increasingly feed guidelines to AI tools, vague rules now produce vague output faster.
Definitions are free.So is the cost review.
A short call, then a written review inside 72 hours: what your marketing costs, what it produces, and what is worth fixing first.