Know and understand purpose and uses of a corporate house style

Topic 14: Styles – Corporate House Style

Learning Objective

Know and understand the purpose and uses of a corporate house style.

What is a Corporate House Style?

A corporate house style is a set of written and visual guidelines that define how an organisation presents itself in all internal and external communications. It ensures consistency across documents, presentations, websites, emails and other media.

Key Purposes of a House Style

• Creates a professional and recognisable brand image.
• Ensures consistency, which builds trust with customers and stakeholders.
• Reduces the time needed to produce new documents by providing ready‑made templates and standards.
• Supports legal and regulatory compliance (e.g., correct use of trademarks).
• Facilitates collaboration across departments and with external partners.

Core Components of a Corporate House Style

Component	Description	Typical Example
Logo Usage	Guidelines for size, clear space, colour variations and prohibited alterations.	Primary logo in full colour, secondary logo in monochrome.
Colour Palette	Defined primary and secondary colours with CMYK, RGB and HEX values.	Primary: #003366 (dark blue); Secondary: #99CCFF (light blue).
Typography	Approved typefaces, font sizes, line spacing and hierarchy for headings, body text and captions.	Headings – Arial Bold 14 pt; Body – Arial Regular 11 pt.
Letterhead & Email Signature	Standard layout for stationery and electronic signatures, including placement of logo, address and contact details.	Letterhead: logo top‑left, address top‑right; Email signature: name, title, phone, logo.
Document Layout	Margins, column widths, heading styles, footers and page numbering.	1‑inch margins, left‑aligned headings, footer with page number.
Imagery & Icons	Style of photographs, illustrations and icons (e.g., line‑style, colour treatment).	Icons: flat, two‑tone using secondary colour palette.
Tone of \cdot oice	Guidelines for language style – formal vs. informal, use of jargon, pronouns.	Formal tone for external reports; friendly tone for social media.
Legal & Copyright Notices	Standard wording for copyright, trademark and disclaimer statements.	© 2025 XYZ Ltd. All rights reserved.

Benefits of Using a House Style

1. Improves brand recognition and credibility.
2. Reduces errors and re‑work caused by inconsistent formatting.
3. Speeds up the production of marketing and corporate materials.
4. Provides a clear framework for new staff and external agencies.
5. Ensures that all communications comply with corporate policies and legal requirements.

Applying the House Style Across Different Media

• Printed Documents: Use approved templates for reports, brochures, invoices and letterheads.
• Digital Presentations: Apply the colour palette, typography and logo placement to PowerPoint or Google Slides templates.
• Websites & Intranets: Implement CSS rules that reflect the house style (fonts, colours, button styles).
• Email & Newsletters: Use standard email signatures and HTML email templates that follow the style guide.
• Social Media: Adapt the visual elements (logo, colours) while maintaining the tone of voice defined for each platform.

Developing a House Style Guide

1. Gather existing branding assets (logo files, colour codes, typefaces).
2. Consult with key stakeholders (marketing, HR, legal) to define requirements.
3. Draft sections covering each component listed in the table above.
4. Create example templates for common documents (letterhead, report, presentation).
5. Review the draft with senior management and obtain approval.
6. Publish the guide in both printable PDF and online HTML formats.
7. Provide training sessions for staff and brief external partners.
8. Schedule regular reviews (e.g., annually) to update the style as the brand evolves.