The best brands are memorable because they are consistent. When you see a person wearing 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 a pat on the back!

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 all of them 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. The Guide might even call you out for how NOT to use it. A 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. Doing so deserves a jolt from a shock collar.  Or the mandatory eating of a jelly and Vienna sausage casserole for breakfast. 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 a jelly and Vienna sausage casserole delivered to your home.  

All of that is to say, happy consistent branding!

You can download our brand guidelines HERE.  For access to our vector logos, please email Note: we protect our brand and intellectual trademarked property with conviction and recommend you do the same.

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