A strong design ensures recognizability, trust, and a clear visual identity. However, many companies struggle with inconsistent branding:

• Different colors and fonts across websites, presentations, and flyers
• No clear structure for images, icons, or layouts
• Lack of design guidelines to help external partners maintain the brand style

This is where a visual style guide comes into play – a document that defines how a brand communicates visually.

But how do you create a style guide that not only sets rules but also inspires and is easy to implement?
The answer: With AI support.
An AI like ChatGPT can structure design guidelines, generate mood boards, and suggest colors, typography, and layouts – faster and more data-driven than traditional brainstorming methods.

1. Define Brand Personality & Visual Identity

Colors influence how a brand is perceived – they convey emotions and associations.
Method with AI:

• Ask ChatGPT: "What color palette suits a brand that aims to appear [e.g., innovative, trustworthy]?"
• If available, analyze existing designs and ask: "What recurring visual patterns do you recognize?"

Result: An initial visual framework that sets the tone for the style guide.

2. Define the Color Palette

Before selecting colors, fonts, and design elements, it is important to determine the emotions and values the brand should visually convey.
Method with AI:

• Ask ChatGPT: "What visual styles suit a brand that wants to appear [e.g., modern, innovative, trustworthy]?"
• Use AI tools like Khroma or Coolors to generate suitable color schemes.
• Upload existing designs (e.g., with DALL·E or RunwayML) and ask: "What colors dominate these images?"

Result: A defined color palette with primary, secondary, and accent colors, including HEX and RGB values.

3. Select Typography & Fonts

The right typography ensures readability, recognition, and character.
Method with AI:

• Ask ChatGPT: "What fonts suit a brand with a [e.g., technological, luxurious] appearance?"
• Use Google Fonts or Adobe Fonts to identify appropriate font families.
• Define specific applications, such as:
  Headlines → Bold & eye-catching
  Body text → Easily readable & neutral
  Call-to-actions → Clear, direct fonts

Result: A defined typography guideline with primary and secondary fonts, along with usage rules.

4. Determine Imagery & Graphic Elements

A style guide should specify what types of images, icons, and graphics align with the brand.
Method with AI:

• Ask ChatGPT: "What type of imagery suits a brand with a [e.g., futuristic, serious] style?"
• Use DALL·E or Midjourney to create mood boards and visualize style directions.
• Upload existing images and have AI analyze patterns: "What recurring characteristics do these images have?"

Result:

• Defined imagery style (e.g., realistic photography, illustrations, abstract designs)
• Guidelines for image editing (e.g., filters, color tones, contrasts)
• Specifications for icons and illustrations (e.g., flat, 3D, minimalist)

5. Establish Layout & UI Design Guidelines

For digital applications (websites, apps), a consistent layout system is crucial.
Method with AI:

• Ask ChatGPT: "What layout design principles suit a brand that wants to appear [e.g., minimalist & modern]?"
• Use Figma or Canva AI to generate initial layout suggestions.
• Define rules for:
  Spacing & margins
  Button styles & call-to-action elements
  Use of shadows & effects

Result: Clear design guidelines for digital & print layouts.

6. Testing Application Across Various Formats

A style guide must work across social media, flyers, and websites.
Method with AI:

• Use ChatGPT to generate application examples for different channels: "How should a social media graphic vs. a print flyer look with these design guidelines?"
• Use DALL·E or RunwayML to generate design proposals.

Goal: Ensure that the design remains consistent across all platforms.