Can a style guide be signed electronically?

Yes. Electronic signatures are valid under the ESIGN Act and UETA when intent, consent, attribution, and retention are present. Use an audit trail and preserve a reproducible record to support enforceability.

Do marketing assets need legal review?

Not all assets require preapproval, but consumer-facing claims, trademark usage, endorsements, and regulated industry content should be reviewed by legal before publication.

How often should the guide be updated?

Review schedules vary; common practice is quarterly for active campaigns and annually for the full guide. Trigger reviews after major rebrands or regulatory changes.

What if contributors use old assets?

Maintain a clear archive with deprecated tags and remove public access to outdated files. Record the replacement date and notify stakeholders to reduce compliance and brand risks.

Are notarization or witnesses required for the guide?

Most internal guides do not require notarization. If the guide is attached to a legal agreement, follow state-specific notary and witness rules applicable to that agreement.

What security controls are recommended?

Use role-based access, TLS in transit, AES-256 at rest, and retain audit logs. For healthcare materials, ensure HIPAA controls and a BAA are in place.

Electronic Signature
Templates
Marketing
Marketing Style Guide

Marketing Style Guide

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

MARKETING STYLE GUIDE

This Marketing Style Guide establishes mandatory brand, creative and procedural requirements to be followed by the parties for the Campaign identified below. Client Name: . Agency/Creator Name: . Effective Date: .

Parties and Contact Information

Brand / Client - Official Entity Name Brand Primary Contact (Name, Title) Brand Address Agency / Creator - Official Entity Name Agency Primary Contact (Name, Title) Agency Address

Campaign Overview

Campaign Name Campaign Objectives (measurable goals)

Target Audience: . Primary Channels: .

Brand Identity & Visual Standards

Logo Files and Usage (approved marks and prohibited uses)

Clear Space Requirement: . Minimum Size: .

Color Palette (primary, secondary, accent — provide color values) Typography (primary and secondary typefaces and usage hierarchy)

Voice, Messaging & Copy Guidelines

Brand Voice (tone, personality, examples) Mandatory Legal/Billing Copy (disclaimers, mandatory phrases)

Photography, Video & Creative Assets

Imagery Style & Usage (composition, color grading, subject matter) Mandatory Technical Specs (file formats, codecs, resolution)

Deliverables, Schedule & Approvals

Deliverable 1 — Description

Format: Quantity: Due Date:

Deliverable 2 — Description

Format: Quantity: Due Date:

Approval Process

Compensation, Payment & Kill Fee

Total Fee: . Payment Schedule: .

Invoice and Payment Terms

Kill Fee (if Client terminates without cause after commencement): . Notice Period for Termination: days.

Usage Rights, License & IP Ownership

Grant of Rights: Agency hereby grants to Brand a license to use, reproduce and display Deliverables described herein in the Territory: for the Term: .

Pre-existing Materials and Ownership Ownership of New Deliverables

Exclusivity

Exclusive Relationship Required: Yes — If checked, Exclusivity Period: . Scope of exclusivity (product categories, channels):

FTC Disclosure & Influencer / Endorsement Compliance

Required Disclosure Language and Placement

Agency must ensure that all paid social and influencer content contains clear and conspicuous disclosure of the material connection. Approval of final disclosure text required by Brand prior to posting: .

Confidentiality

Confidential Information Designation and Handling

Representations, Warranties & Indemnity

Agency Warranties Indemnity

Termination & Remedies

Termination for Convenience: either party may terminate upon days' written notice. Termination for Cause: immediate upon material breach that is not cured within days. Remedies include equitable relief and payment of outstanding fees and costs.

Kill Fee Calculation

Change Control

Scope Change Process and Additional Fees

Governing Law & Dispute Resolution

Miscellaneous

Assignment, Notices, and Amendments

The parties acknowledge that this Style Guide is incorporated by reference into any underlying marketing services agreement between the parties and that compliance with its requirements is a material obligation.

Brand / Client — Print Name:

Printed Name:

By:

Date:

Agency / Creator — Print Name:

Printed Name:

By:

Date:

What the Marketing Style Guide Covers

A Marketing Style Guide is a centralized document that defines brand identity elements, writing conventions, visual rules, and approval workflows to ensure consistency across channels. It typically covers logo usage, color palettes, typography, imagery, voice and tone, legal disclaimers, and asset naming. For organizations, the guide reduces rework, clarifies stakeholder responsibilities, and provides a single reference for internal teams and external partners. The guide can be maintained as a living document with version history, change logs, and controlled distribution to preserve brand integrity over time.

Why a Clear, Enforceable Style Guide Matters

A well-constructed marketing style guide reduces brand inconsistency, minimizes legal exposure for claims or trademarks, and streamlines creative production across departments and agencies.

Who Typically Creates and Uses the Guide

Marketing, design, communications, and legal teams jointly develop and maintain a style guide to balance creative and compliance needs.

Brand and marketing managers who coordinate campaigns and asset libraries across channels.
In-house creative teams and external agencies responsible for producing on-brand content.
Legal or compliance reviewers who verify trademark, disclosure, and regulatory language.

Distribution lists should include asset owners, external vendors, and the legal team to ensure consistent application and timely updates.

Core Components to Include

A practical guide groups brand rules, content standards, asset files, and governance so contributors can find and apply requirements quickly.

Brand Identity

Clear logo variations, spacing rules, prohibited uses, and downloadable master files to protect visual integrity across sizes and channels.

Color System

Primary and secondary palettes with HEX, RGB, and CMYK values plus contrast guidance for accessible combinations and print use.

Typography

Approved typefaces, hierarchy rules, web-safe fallbacks, and guidance on when to license alternate fonts for campaigns.

Voice and Tone

Writing principles, sample headlines and body copy, and phrasing rules for technical, consumer, and regulatory communications.

Legal & Disclosures

Trademark usage, required disclaimers, consumer-facing disclosures, and references to compliance teams for regulated messaging.

Governance

Approval workflows, version control, asset naming conventions, and roles responsible for updates and exceptions.

Essential Fields and Metadata

Brand Owner: Responsible team or executive

Version: Document version identifier

Effective Date: MM/DD/YYYY

Asset Repository: Primary storage location

Approval Status: Draft, Approved, or Deprecated

Contact: Approval workflow owner

How to Prepare or Update the Guide

Follow a structured process to draft, review, approve, and publish the guide to maintain control and auditability.

01

Gather Inputs: Compile logos, legal requirements, and sample copy.
02

Draft Rules: Document visual and verbal standards clearly.
03

Review & Approve: Route to legal and stakeholders for sign-off.
04

Publish: Store master file with versioning and access controls.

Configuring the Online Approval Workflow

Set up a repeatable, auditable workflow in your content management or eSignature system to enforce approvals.

Field	Configuration
Template Upload	Upload master PDF or DOCX
Field Mapping	Map metadata to asset fields
Signer Roles	Define approver order
Notifications	Enable email alerts and reminders

Digital Signing and Distribution Options

Choose platforms that support versioning, audit trails, and integrations with your asset repository and CMS.

Integrations: Salesforce, NetSuite, Google Workspace
File Types: PDF, DOCX, and high-res images
Security: TLS and AES-256 encryption

Ensure chosen systems support role-based access, retention controls, and an exportable audit trail for compliance and internal review.

Typical Online Publishing Flow

A standard flow captures asset creation through approval, publishing, and distribution while recording each action for traceability.

Upload Master File: Save source file to controlled repository
Place Metadata: Attach version, owner, and effective date
Route for Approval: Send to reviewers in defined order
Publish and Distribute: Export approved assets to channels

Timelines and Review Cadence

Define explicit deadlines for drafting, legal review, stakeholder approval, and scheduled updates to keep the guide current.

Draft Completion:

Typically 14–30 days depending on scope

Legal Review:

Allow 7–14 business days for counsel

Stakeholder Sign-off:

Allow 5–10 business days per approver

Asset Production:

Production schedules vary; plan 1–4 weeks

Scheduled Updates:

Quarterly or annual reviews recommended

Key Milestones from Draft to Release

A sequential milestone list helps teams track progress and escalations during the guide's lifecycle.

01

Drafting

Assemble assets and author initial rules.

02

Internal Review

Collect feedback from brand, legal, and product teams.

03

Final Approval

Obtain sign-offs from designated approvers.

04

Publication

Publish to repository and announce distribution.

Common Pitfalls to Avoid

Vague or inconsistent rules that leave design choices open to interpretation and cause inconsistent brand use across channels.
Missing legal review for disclaimers and trademark use, which can expose the organization to claims or regulatory notices.
Storing assets in multiple uncontrolled locations without a single source of truth, leading to outdated or incorrect materials being used.
No version control or approval records, making it difficult to trace when language or assets changed during disputes.

Risks of Incomplete or Incorrect Guides

Brand Dilution: Loss of consistent recognition

Legal Exposure: Trademark or disclaimer errors

Regulatory Noncompliance: Incorrect claims or disclosures

Operational Delay: Rework and missed deadlines

Accessibility Failures: Noncompliant color or contrast

Vendor Confusion: Incorrect asset usage

Real-World Examples of Guide Use

These examples show how organizations apply a formal guide to speed approvals and maintain compliance across workflows.

Optica Ventures

Optica centralized branding and templates to reduce vendor queries during listings

The team standardized logo spacing and color codes across assets
As a result, internal producers and external partners used one definitive source for marketing materials, reducing rework and turnaround time.

Xerox

Xerox integrated the guide with their NetSuite workflow to automate approvals

The integration mapped asset metadata to finance and procurement fields
That integration ensured the correct contractual language and approvals were attached to marketing spend and vendor invoices.

Practical Tips for Accuracy and Efficiency

Apply these practices to keep the guide useful, up to date, and easy to follow for contributors and reviewers.

Use a Single Source of Truth

Host master files in a controlled repository with versioning. Restrict edit permissions and publish change logs so teams always reference the approved assets.

Standardize Metadata

Require consistent fields such as effective date, owner, usage rights, and asset tags to enable search, automated workflows, and accurate reporting.

Document Approval Rules

Define approver roles and order, include escalation paths, and capture signatures or electronic approvals to maintain an auditable trail for regulatory or contractual reviews.

Train Contributors

Provide short onboarding resources and sample templates so designers, copywriters, and vendors apply rules consistently without repeated legal review.

Who Signs and Who Approves

Brand Manager

Typically owns the guide, coordinates updates, and approves creative for brand alignment. Responsible for communicating changes to internal teams and external partners.

Legal Counsel

Reviews trademark usage, required disclosures, and regulatory language. Legal approval is often mandatory for consumer-facing claims and industry-specific materials.

eSignature Platform Pricing and Features

Comparison of common eSignature vendors and core features relevant to publishing, approving, and distributing the guide. signNow is listed first per vendor guidance.

	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 trial	No	No	Yes, limited	Yes, limited
Bulk Send	Yes	Yes	Yes	Yes	No
Audit Trail	Yes	Yes	Yes	Yes	Yes
HIPAA Compliant	Yes	Yes	Yes	No	No

Frequently Asked Questions

Answers to common questions about creating, maintaining, and legally supporting a marketing style guide.

Need help? Contact support

Can a style guide be signed electronically?
Yes. Electronic signatures are valid under the ESIGN Act and UETA when intent, consent, attribution, and retention are present. Use an audit trail and preserve a reproducible record to support enforceability.
Do marketing assets need legal review?
Not all assets require preapproval, but consumer-facing claims, trademark usage, endorsements, and regulated industry content should be reviewed by legal before publication.
How often should the guide be updated?
Review schedules vary; common practice is quarterly for active campaigns and annually for the full guide. Trigger reviews after major rebrands or regulatory changes.
What if contributors use old assets?
Maintain a clear archive with deprecated tags and remove public access to outdated files. Record the replacement date and notify stakeholders to reduce compliance and brand risks.
Are notarization or witnesses required for the guide?
Most internal guides do not require notarization. If the guide is attached to a legal agreement, follow state-specific notary and witness rules applicable to that agreement.
What security controls are recommended?
Use role-based access, TLS in transit, AES-256 at rest, and retain audit logs. For healthcare materials, ensure HIPAA controls and a BAA are in place.

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