Style Guides & Brand Standards
for Private Equity

At the end of a brand development project, firms need more than just a new look — they need the tools and assets that make it usable. Without clear standards, even the best-designed brand can quickly become inconsistent.

Small agencies or single-shingle web developers often skip brand standards altogether. Large consumer-focused agencies, on the other hand, tend to deliver 120-slide style guides packed with rules a private equity firm will never use. Darien Group takes the Goldilocks approach: a just-right level of style guide support that gives firms the structure they need without unnecessary complexity.

Darien Group delivers style guides and asset packages that ensure private equity firms can extend their brand consistently across websites, investor materials, events, and vendors. These guides give firms the ability to protect and scale the investment they’ve made in their visual identity.

Stack of three blue booklets titled 'Brand Guidelines' by Broadview Group, with a subtle abstract line design on the covers.
Brand overview presentation slide showing logo usage examples of Broadview Group on various backgrounds including photography, white, dark blue, and gray.
Open booklet showing pages titled 'Imagery' with six aerial landscape photos of rivers and '06. Patterns' with an aerial image of a river with boats.
Collage of Broadview Group brand guideline pages showing color palettes, logo usage, typography, imagery, and contents with nature landscapes and blue-green color themes.
Open brand guidelines booklets showing sections on primary and secondary colors with color swatches, and typography with font samples and a river landscape image.

Why Brand Standards Matter

Consistency Across Channels
Logos, colors, and typography lose impact if they are applied inconsistently. A style guide ensures that anyone — whether an internal team member or an outside vendor — knows how to use the brand correctly.
The Right Tools for the Job
In private equity, brand standards do not need to be as extensive as they are in consumer packaged goods, where packaging and advertising require hundreds of pages of rules. But firms still need the essentials: logo usage, type hierarchy, approved color palettes, and imagery style. These basics provide enough structure to keep the brand professional and cohesive.
Enabling External Partners
From video production firms to event companies, private equity firms often work with external partners. A style guide makes it easy to hand over assets and instructions, ensuring every deliverable looks like it comes from the same brand family.

Our Approach

A brand only holds its value when it’s applied with consistency. We turn design systems into usable tools — clear, lightweight, and built for real-world implementation. Our style guides are written for how private equity firms actually operate, giving internal teams and vendors the structure they need without unnecessary complexity.
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Deliverables Provided
We package everything a firm needs to apply its brand:
  • Vector logo files in multiple formats
  • Font files and licensing information
  • Color palettes for print (CMYK) and digital (RGB/HEX)
  • Image libraries and any approved stock visuals
  • Basic layout and composition guidelines
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Simple, Practical Standards
Our guides are designed to be practical. They provide the right level of instruction for private equity firms — clear enough to prevent misuse, but streamlined so teams can use them without wading through unnecessary rules.
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Empowering Clients
With a well-documented style guide and the right assets in hand, clients can extend their brand across websites, presentations, reports, and events. Our system ensures the investment in brand development delivers long-term value.
Open style guide booklet pages showing a color palette, custom fonts, and nature imagery with birds, a lake, and a deer.
Collage of Constellation Wealth Capital style guide slides showing the title page, color palette, brand elements, constellation themes, and extended color palette with color swatches and codes.
Slide name

Questions We’re Asked Most Often

See Full FAQ
What is included in a style guide?

A style guide outlines the comprehensive visual system for your brand, including logo usage, color palette, typography, imagery, layout rules, and examples of how the brand should appear across various materials. It ensures consistency, regardless of who is producing the content.

Do we receive all logo and font files as part of the project?

Yes. You receive all final logo files (in every required format) and the necessary font files or licensing information. Everything is delivered in an organized, ready-to-use package.

How detailed does a style guide need to be for a private equity firm?

It depends on your needs. Some firms prefer a concise guide focused on core usage; others want a more comprehensive system covering presentations, website elements, digital assets, and templates. We scale the level of detail to how your team actually works.

How do style guides help when working with outside vendors?

A clear style guide ensures that designers, printers, developers, and marketing teams all operate from the same standards. It reduces inconsistencies, speeds up production, and protects the integrity of the brand.

Can existing brands be retrofitted with a style guide?

Absolutely. If you already have a logo or foundational identity, we can create a comprehensive style guide around it, clarifying rules, refining visuals, and establishing structure where needed.

See Full FAQ

Start the Conversation

Need to protect and extend your brand investment? Start a conversation with Darien Group about style guides and brand standards for private equity firms.
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