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Brand audit

Brand guidelines template

Logo, color, type, voice, and the do’s and don’ts, on one page. Fill it in here, start from a real brand, and export it free.

Updated Nov 3, 2026

Brand guidelines

Duolingo

A game you want to open: one loud green, rounded cartoon shapes and tactile buttons make learning look like play.

02Color

  • Feather Green
    HEX
    #58CC02
    RGB
    88 204 2
    On white
    2.1:1

    Headlines, primary buttons, footer ground.

  • Mask Green
    HEX
    #89E219
    RGB
    137 226 25
    On white
    1.6:1

    Ground on which Duo can be placed.

  • Eel
    HEX
    #4B4B4B
    RGB
    75 75 75
    On white
    8.7:1

    Text color; never for Feather headlines unless printing one-color.

  • Snow
    HEX
    #FFFFFF
    RGB
    255 255 255
    On white
    1.0:1

    Primary background of every app and page.

  • Macaw
    HEX
    #1CB0F6
    RGB
    28 176 246
    On white
    2.4:1

    Links, outline-button labels, full-bleed grounds, illustration.

  • Cardinal
    HEX
    #FF4B4B
    RGB
    255 75 75
    On white
    3.3:1

    Splashes, full-bleed grounds, errors in the app.

03Type

Display

Aa Bb 123

Mochiy Pop P One stand-in for Feather Bold

Body

A game you want to open: one loud green, rounded cartoon shapes and tactile buttons make learning look like play.

Baloo 2 stand-in for DIN Next Rounded

Headlines of 10+ words, subheads, all body copy, ALL CAPS buttons; 14px minimum, leading 140%

04Voice

  • expressive
  • playful
  • embracing
  • worldly
  • Celebrate success ("You did it!"), support stumbles ("Not quite correct. Try again!")
  • Serious stories: tone down exuberance and exclamation points
  • Duo: helpful, motivating, persistent, emotive, slightly awkward; never threatening, angry or mean
  • Homepage voice for landing pages: lowercase 2-5-word headlines, one plain paragraph, caps CTA

Don’t

  • Use "users"
  • Be sarcastic, smug or dry
  • Use slang not everyone knows

05Do and don’t

Do

  • Feather Green leads on white; when in doubt, lean in to green
  • Buttons ALL CAPS, no punctuation, 12px radius, solid lip
  • Illustration from rounded shapes with pill shadows; photography only of real learners
  • "Learners", never "users"

Don’t

  • Recolor, outline, skew or respace the logotype
  • Set Feather in Title Case, caps, neutrals or several colors
  • Use pointy shapes, oval shadows or gray as an illustration base
  • Use blurred drop shadows or pill-shaped buttons
Started from Unfairly’s independent study of Duolingo (checked 2026-10-29), not Duolingo’s official guidelines. unfairly.ai/brand-guidelines/duolingo/

Example filled from Unfairly’s independent study of Duolingo. Not affiliated. What you type stays in your browser.

The blank template

  1. 01 Logo Which versions exist, the space around it, the smallest size, and what never to do with it.
  2. 02 Color Each core color with its HEX and RGB, what it is for, and which one means action.
  3. 03 Type One face for headlines, one for body, and what each is used for.
  4. 04 Voice Three to five words for how you sound, a few writing rules, and what you never say.
  5. 05 Do and don’t The few rules that hold everywhere, and the mistakes to catch before anything ships.

Need the full book, with story, imagery, layout and motion? See the brand book outline.

Start from a real brand

All 56 studies

Each fills the template with that study’s colors, type, logo rules and voice. Independent studies, not official guidelines.

Questions

What should be included in brand guidelines?

Logo, color, type and voice at minimum. For each one: the rules, the specs (HEX codes, font names, minimum sizes) and what never to do. Then a short list of do and don’t that holds everywhere.

How do I create a simple brand guideline?

Write down what already repeats in your work. Your core colors with their codes, one headline face and one body face, how the logo is placed, and three to five words for how you sound. Add a don’t for each. One page is enough to start.

Where can I find a free brand guidelines template?

On this page. Fill it in, then copy it as Markdown, download it as an HTML file or print it to PDF. No sign-up. Nothing you type leaves your browser.

Can I use it with Canva, Figma or Google Docs?

Yes. Paste the Markdown into a doc, or open the HTML file in a browser and print it to PDF. Use the HEX codes and font names to set up the same colors and type in your design file.

Are the brand examples official guidelines?

No. Each one comes from Unfairly’s independent study of what the company publishes and ships, with sources linked on its page. None is affiliated with or approved by the company.

What is the difference between brand guidelines and a brand book?

Guidelines are the rules. A brand book usually adds the story, imagery, layout and real examples around them. Start with this one-page template, then grow it into a full book.

Sources

Guidelines only work if every piece follows them.

Book a creative session Or draft guidelines from your website, free