The best brands are memorable because they are consistent. When you see a t-shirt with a big red mouth and tongue imprint and you recognize it, The Rolling Stones earn a branding gold star.

Did you think, “Spotify” after seeing these? Well then, give yourself an air hug!

We bet you can’t unsee these. That arrow in FedEx and the pink “31” for “31 flavors” in Baskin Robbins. Good stuff.

Great brands deliver memory recall. They are readable, reliable and make sense. And the best brands take branding seriously. These brands have one thing in common: A Brand Style Guide. A Brand Style Guide is a rulebook containing specifications on everything that plays a role in the look and feel of your brand–everything from typography and color palette to logos and imagery. A Brand Style Guide might even call you out on how NOT to use it. A Brand Style Guide lets everyone know exactly how to present your brand to the world. In particular, your employees. Branding starts from the inside out of a company.

Straying from Brand Guidelines is non-negotiable. Straying deserves a jolt from a shock collar.  Or the mandatory eating of a jelly and Vienna sausage casserole for breakfast. Ewwww. Consistent branding is that serious.

It’s also important to keep your Brand Style Guide fresh. And well, we just updated ours. Our iconic rocket from 1998 needed a tune-up. And to remind the universe that our rocket represents exploration, discovery, adaptability, being brave, intelligence, pioneering, and embracing challenges.

So, please don’t go putting an alien on our Brand Fuel rocket or you might just get one of Grandma’s jelly and Vienna sausage casseroles to eat in front of our staff.  

All of that is to say, we wish you happy, consistent branding and – brand building!

PS You can review our brand style guidelines below. For access to our vector logos, please email

Note: we protect our brand and intellectual trademarked property with conviction and highly recommend you do the same.

Special shout out to our friends at Unity Web Agency and New Kind for helping us with our Brand Style Guide!