Is an electronically signed brand guide legally binding?

Yes. Electronic signatures are legally enforceable in the United States under the ESIGN Act (15 U.S.C. §7001) and state UETA laws when intent, consent, attribution, and record retention are present.

Do consumer-facing disclosures need extra steps?

Yes. Consumer-facing records often require an ESIGN consumer disclosure and a demonstration that the recipient can access the electronic format per 15 U.S.C. §7001(c).

When is notarization required for guide approvals?

Notarization is rarely required for brand guides, but specific legal acknowledgements or assignments may need notarization per state rules; follow the state's notary requirements if applicable.

How should we handle HIPAA-sensitive imagery?

Avoid including PHI in public guides. If approvals involve PHI, follow HIPAA retention and access rules and obtain a Business Associate Agreement for vendors handling PHI (45 CFR §164.530(j)).

What if different states have different rules?

State requirements vary for notarization and witness counts; consult state guidance before relying on notarized approvals, and note variations in the guide's legal appendix.

How do we revert or revoke a published version?

Revocation should be recorded in the version history with a reason and effective date. Notify all users and replace distributed assets with the new master file to prevent further use of the revoked version.

Electronic Signature
Templates
Marketing
Marketing Brand Guide

Marketing Brand Guide

This template is fully customizable. Edit the text, fill out the fields, and send it for signature. Give it a try!

MARKETING BRAND GUIDE

This Marketing Brand Guide (the Guide) is issued by and between Brand Name: and Agency Name: . Effective Date:

1. CONTACTS AND IDENTIFICATION

Brand Primary Contact Agency Primary Contact

2. CAMPAIGN SUMMARY

Campaign Name:

Objectives Target Audience Primary Channels

3. BRAND ASSETS & IDENTITY

Primary Logo Usage Guidelines Colors (Hex codes) Primary and Secondary Fonts Permitted Logo Files (attach primary master files)

4. DELIVERABLES & TIMELINE

The Agency will produce the following deliverables in accordance with the specifications and deadlines below. Material changes must be approved in writing by Brand.

Deliverable 1 — Description Deliverable 2 — Description Additional Deliverables (list any other items)

5. COMPENSATION & PAYMENT

Total Fee: $ Payment Terms:

Deposit Amount / Schedule Payment Details and Invoicing

6. USAGE RIGHTS & INTELLECTUAL PROPERTY

License Grant: Subject to full payment, Brand grants Agency a non-exclusive, revocable license to use the Brand assets solely to create the Deliverables described herein. Any broader license or transfer of proprietary rights must be documented in a written assignment signed by both parties.

License Type (select applicable) Non-exclusive license Exclusive license (must be expressly negotiated) Territory and Duration

Ownership: Unless an express written assignment states otherwise, Brand retains all trademarks, trade names, and pre-existing intellectual property. Deliverables created by Agency pursuant to this Guide are considered commissioned materials. Parties may elect assignment of copyrights by written instrument; absent such instrument, Agency retains underlying production rights and grants Brand the license set forth above.

Work Made For Hire / Assignment Work made for hire (if applicable and permitted) Assignment of copyright to Brand upon full payment

7. FTC DISCLOSURE & COMPLIANCE

All creative and influencer placements shall include clear and conspicuous disclosures consistent with applicable advertising and consumer protection regulations. Agency is responsible for ensuring that any third-party creators disclose material connections to Brand where required.

Agency acknowledges responsibility for compliance with disclosure obligations and will obtain Brand approval of any disclosure language prior to publication.

8. EXCLUSIVITY

Exclusivity (if requested) must be expressly stated below. Unless an exclusivity fee and scope are negotiated and documented here, Agency retains the right to undertake other work for non-competing brands.

Exclusivity requested Exclusivity Scope and Fee (if applicable)

9. TERMINATION & KILL FEE

Either party may terminate this Guide for convenience upon written notice. Termination will be effective after the notice period specified below. In the event of termination by Brand without cause after work has commenced, Brand will pay a kill fee to compensate Agency for services performed and reasonable costs incurred.

Notice Period (days) Kill Fee Amount

10. APPROVALS & QUALITY CONTROL

All deliverables require Brand approval prior to publication. Brand will provide consolidated feedback within the approval SLA below. Agency will provide up to the specified number of revision rounds as part of the agreed fee; additional revisions will be billed at the Agency's standard rate.

11. WARRANTIES, INDEMNITIES & LIMITATIONS

Each party represents that it has the full right and authority to enter into this Guide and to grant the rights granted herein. Agency warrants that Deliverables shall be original and not infringe third-party rights. Agency shall indemnify Brand against third-party claims arising from Agency's breach of this warranty. Except for willful misconduct, neither party shall be liable for consequential or incidental damages, and liability shall be limited to the fees paid for the services giving rise to the claim.

12. CONFIDENTIALITY

Both parties agree to treat as confidential any non-public information exchanged in connection with this Guide. Confidential information shall not include information that is or becomes public through no fault of the recipient, is rightfully received from a third party without restriction, or is independently developed.

Confidential Information Description (if applicable)

13. MISCELLANEOUS

This Guide constitutes the entire understanding with respect to the subject matter and supersedes prior negotiations and proposals. Amendments must be in writing and signed by authorized representatives of both parties. Notices shall be given to the addresses set forth in Section 1.

Brand Representative:

By:

Date:

Agency Representative:

By:

Date:

What the Marketing Brand Guide Is and Who It Serves

A Marketing Brand Guide is a centralized document that defines a brand's visual identity, voice, and usage rules for marketing materials. It typically includes logo variations, color palettes, typography, imagery guidance, messaging pillars, approved templates, and usage do's and don'ts. Organizations use it to ensure consistency across channels, vendors, and teams, and to reduce rework during campaign production. The guide is a living document used by marketers, designers, agencies, and compliance reviewers to preserve brand integrity and streamline content approvals.

Why a Clear Brand Guide Matters

A concise Marketing Brand Guide reduces inconsistent messaging, lowers creative review cycles, and protects legal and regulatory compliance by standardizing trademarks, logo use, and required disclosures across materials.

Who Typically Uses the Marketing Brand Guide

Teams and external partners reference the guide to create on-brand marketing collateral and to ensure approvals proceed smoothly.

In-house marketing teams use the guide to enforce visual standards and accelerate campaign production across channels.
Design agencies and freelancers follow the guide when producing assets to avoid rework and rebranding requests.
Legal and compliance reviewers consult the guide to verify trademark use, required disclaimers, and regulatory language.

Maintain a single authoritative file and control distribution to ensure everyone uses the current version of the guide.

Core Elements to Include in a Professional Guide

A practical Marketing Brand Guide balances creative direction with concrete rules so contributors can produce compliant, consistent assets without repeated approvals.

Logo System

Provide primary and secondary logo files, clear space rules, minimum sizes, and unapproved alterations. Include color and monochrome versions with correct file formats and export settings for web and print.

Color Palette

List primary and secondary colors with HEX, RGB, and CMYK values plus accessible contrast ratios. Include guidance for tints, gradients, and prohibited color substitutions to preserve brand recognition.

Typography

Specify typefaces for headings, body, and UI use, including weights, sizes, line-height, and fallback fonts. Explain when to use web-safe fonts and how to handle licensing for third-party use.

Imagery

Define photographic style, image treatments, permitted subjects, and filters. Provide examples of acceptable and unacceptable imagery and file size and resolution requirements for different channels.

Voice & Messaging

Describe tone, messaging pillars, and sample headlines and body copy. Include legal-safe phrasing for offers, required disclosures, and CTA-free compliance-friendly language where needed.

Assets & Templates

Include editable templates for social, email, print, and web, plus export settings, naming conventions, versioning rules, and instructions for requesting new templates or exceptions.

Step-by-Step: Creating and Publishing the Guide

Follow a structured process to gather assets, set rules, and publish a controlled, versioned guide that teams can reliably use.

01

Collect Assets: Gather approved logos, fonts, and sample imagery from legal and design.
02

Draft Rules: Write clear usage instructions, examples, and prohibited actions.
03

Review: Obtain feedback from legal, compliance, and senior marketing stakeholders.
04

Publish: Distribute the final guide and record the effective date and version.

How to Configure the Online Guide Workflow

Set up a repeatable online workflow that captures approvals, stores audit data, and supports version control for the guide.

Field	Configuration
Version Control	Require version number and Effective Date on each publish.
Approvals	Designate sequential sign-off by Brand, Legal, and Compliance.
Access Control	Use role-based permissions to limit edit and publish rights.
Audit Trail	Capture reviewer identity, timestamps, and change summaries.

Where the Guide Should Live and How to Route Updates

Decide a single authoritative repository and a routing path for requests, reviews, and final publication to maintain control and history.

Central Repository: Store the master PDF/HTML in corporate cloud storage with read-only links for users.
Request Intake: Use a standardized intake form for change requests routed to Brand and Legal.
Review Queue: Assign reviewers by role and set SLA expectations for each step.
Publish & Notify: Publish the new version and notify teams with a summary of changes.

Distribution and Digital Signing Requirements

Choose platforms that preserve file fidelity, support role-based access, and capture an audit trail of approvals.

File Formats: PDF, DOCX, and HTML are standard for guides.
Integrations: Integrate with Microsoft 365, Google Workspace, and project systems.
Audit Support: Store signer identity, timestamp, and IP address.

Verify that the chosen solution can export immutable signed PDFs and retain authenticated records for compliance.

Typical Timelines for Creation, Review, and Publication

Set clear deadlines for each stage of guide creation so contributors know expected lead times and publishing cadence.

Initial Draft:

2–4 weeks depending on asset readiness and stakeholder availability.

Legal Review:

Allow 5–10 business days for trademark or regulatory checks.

Executive Sign-off:

Plan 3–5 business days for final approvals from leadership.

Publication:

Publish immediately after approvals; schedule communications within 1–2 business days.

Regular Updates:

Review and refresh quarterly or when legal/regulatory changes occur.

Common Preparation Mistakes to Avoid

Using informal or inconsistent asset filenames that lead to multiple versions and confusion across departments.
Failing to consult legal or compliance early, which can require costly rework to correct trademark or disclosure language.
Omitting technical export settings (color profiles, DPI), which causes poor print reproduction or web performance.
Not assigning a single owner and version control strategy, resulting in parallel unofficial guides circulating among teams.

Risks of an Incorrect or Outdated Guide

Brand Dilution: Inconsistent assets weaken recognition and customer trust.

Regulatory Exposure: Missing disclosures can trigger enforcement or fines.

Trademark Infringement: Unauthorized modifications risk legal action.

Operational Delay: Rework increases production time and costs.

Contractual Risk: External vendor noncompliance can violate contracts.

Audit Failure: Lack of records undermines compliance audits.

Real-World Examples of Brand Guide Use

Practical examples show how organizations apply guides to reduce approvals and keep creative work consistent.

Optica Ventures LLC — Brian Fitzgibbons

The team adopted a single master guide for all property listings to ensure consistency across channels and partners.

The guide included ready-to-use templates to reduce designer time.
As a result, external vendors delivered compliant assets faster and internal review cycles shortened, improving time-to-market for new listings while reducing revision requests.

Martin Properties — Tim Martin

Martin Properties centralized logos and templates so agents could produce brochures without designer help.

The guide included clear email and print specs.
This reduced external design costs and allowed local teams to produce compliant materials quickly, improving distribution speed for listings and marketing campaigns.

How to Update or Revise the Published Guide

Use a controlled change process to log revisions, notify stakeholders, and publish new versions with an effective date.

01

Request Change:

Submit a formal change request form explaining the reason.

02

Draft Update:

Prepare proposed text and asset replacements.

03

Review Cycle:

Circulate to Brand, Legal, and Compliance for comment.

04

Approval:

Obtain sign-off from designated approvers in sequence.

05

Publish:

Replace master file and archive previous version.

06

Communicate:

Notify users and update distribution links and templates.

Who Should Sign and Accept the Guide

Brand Manager

The Brand Manager is the primary owner of the guide and is responsible for day-to-day updates, clarifying usage questions, and coordinating approvals with other stakeholders. They ensure templates and assets remain current and enforce access control policies for external partners.

General Counsel

The General Counsel or designated legal reviewer certifies trademark notices, required disclosures, and any jurisdictional legal language. Their sign-off validates legal compliance and reduces exposure to intellectual property or regulatory risk.

eSignature Vendor Comparison for Approvals and Signed Brand Assets

A vendor comparison shows typical starter pricing and feature presence for eSignature solutions used to approve brand guides and capture authorized signatures.

	signNow	DocuSign	Adobe Sign	PandaDoc	HelloSign
Starting Price	$8/user/mo	$15/user/mo	$14/user/mo	$19/user/mo	$15/user/mo
Free Trial	Yes, 7-day free trial, no credit card required	Varies by vendor	Varies by vendor	Varies by vendor	Varies by vendor
Bulk Send	Yes	Varies by plan	Varies by plan	Varies by plan	Varies by plan
Audit Trail	Yes	Yes	Yes	Yes	Yes
HIPAA Compliant	Yes	Yes	Yes	No	No
Envelope Cap	No cap	100 envelopes/user/year	Varies by plan	Varies by plan	Varies by plan

Frequently Asked Questions

Answers to common questions about legal validity, digital approvals, and practical concerns when maintaining a brand guide.

Need help? Contact support

Is an electronically signed brand guide legally binding?
Yes. Electronic signatures are legally enforceable in the United States under the ESIGN Act (15 U.S.C. §7001) and state UETA laws when intent, consent, attribution, and record retention are present.
Do consumer-facing disclosures need extra steps?
Yes. Consumer-facing records often require an ESIGN consumer disclosure and a demonstration that the recipient can access the electronic format per 15 U.S.C. §7001(c).
When is notarization required for guide approvals?
Notarization is rarely required for brand guides, but specific legal acknowledgements or assignments may need notarization per state rules; follow the state's notary requirements if applicable.
How should we handle HIPAA-sensitive imagery?
Avoid including PHI in public guides. If approvals involve PHI, follow HIPAA retention and access rules and obtain a Business Associate Agreement for vendors handling PHI (45 CFR §164.530(j)).
What if different states have different rules?
State requirements vary for notarization and witness counts; consult state guidance before relying on notarized approvals, and note variations in the guide's legal appendix.
How do we revert or revoke a published version?
Revocation should be recorded in the version history with a reason and effective date. Notify all users and replace distributed assets with the new master file to prevent further use of the revoked version.

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