The AMA Sample Style Guide Template is a document-based toolkit designed to help marketing teams and organizations formalize their brand guidelines. This editable template provides a step-by-step framework for capturing and presenting essential brand elements—such as logo usage, color palettes, typography, and persona details—in one cohesive format.
Built for customization, the template makes it simple for users to input their own brand specifics, update visual elements, and establish consistent standards for internal and external brand communication.
Get Full Access to This Resource With AMA Membership
Why Use the AMA Sample Style Guide Template
- Centralize Core Brand Elements
Collect brand values, mission, color palette, logo rules, and more within a single, organized document for easy reference and sharing. - Ensure Consistent Brand Presentation
Clearly define logo usage, color codes, and font styles so every team member and partner applies visual assets the right way, across all materials. - Guide Content Creators and Designers
Personify brand voice and outline audience personas, empowering teams to maintain consistent tone, message, and style. - Support Efficient Brand Onboarding
Provide one resource that serves as the definitive reference for new hires, creative agencies, or vendors working with your brand.
How To Use the AMA Sample Style Guide Template
- Review Instructions
- Start with the introductory guidelines (page 2) for tips on customizing the document and updating sections.
- Update Table of Contents
- Confirm that the section order and links match your customized content before sharing or distributing the file.
- Input Brand Overview
- Enter your mission, vision, and brand values in the Brand Overview section for foundational messaging.
- Define Brand Persona
- Use the persona tables to list attributes your brand embodies and those it does not.
- Detail Audience Personas
- Fill out the audience persona tables to specify characteristics, goals, frustrations, and other insights for each key audience segment.
- Customize Visual Elements
- Upload your logo files, define variations, and input precise color codes in the Logo and Color Palette sections.
- Specify Typography
- Set brand font families, styles, and recommended sizes for headings, subheadings, and body copy.
- Set Imagery and Graphic Standards
- Clarify expectations for photography and graphic use, including patterns, icons, and sample photos.
- Compile Brand Assets
- Insert instructions and links to access official logo files, imagery, and templates.
- Outline Usage Guidelines
- Describe proper application of the brand across business cards, digital media, and other formats.
- Add Contact Information
- List brand managers and support contacts who can answer questions or clarify guideline nuances.
AMA Sample Style Guide Template Features & Capabilities
| Feature | Description |
|---|---|
| Editable Mission & Vision Fields | Easy-to-update sections for defining core brand statements |
| Brand Persona Comparison Table | Side-by-side table to clarify brand characteristics and contrasts |
| Audience Persona Templates | Fillable tables detailing motivations, frustrations, and goals |
| Logo Variations & Usage Sections | Structured fields for both primary and secondary logo guidelines |
| Individual Analysis Template | Summarize and document each employee’s key strengths and areas for improvement |
| Color Palette Blocks | Areas to input hex codes and assign primary, secondary, and tertiary roles |
| Typography Showcase | Set sample sizes and specify approved fonts for all copy styles |
| Photography & Graphic Guidelines | Space to define brand photo style and explain visual elements |
| Downloadable Brand Asset Links | Click-to-download buttons for logos, photos, and templates |
| Application Examples | Areas to show print and digital uses (e.g., letterhead, social media) |
| Contact Info Table | Designated contact section for brand management and tech support |
Common Challenges Solved by the AMA Sample Style Guide Template
| Problem | How the Toolkit Helps |
|---|---|
| Inconsistent application of brand colors/logos | Documents exact color codes and usage for all visual assets |
| Confusion about brand voice and personality | Persona tables clarify tone and provide practical examples |
| Disjointed content across marketing channels | Defines unified style, typography, and imagery expectations |
| Difficulty onboarding new staff or agencies | Offers a single source for all brand standards and assets |
| Loss of asset files or improper downloads | Directs users to official downloads from a single location |
Tip:
Before finalizing your style guide, test download links and Table of Contents navigation to ensure all sections and assets are easily accessible for end users.