You receive a PDF from a partner firm. The cover is on-brand, the fonts are consistent, the footer has their logo on every page. It looks intentional. Your firm's PDFs are a hodgepodge of whatever the last person who exported them did.
A short style guide closes the gap.
Section 1: Typography
Two fonts maximum: one for headings, one for body. Specify sizes, weights, and line heights. Document where each is used (cover, headings, body, captions).
Keep the font choice within what your team has installed — exotic fonts break when colleagues open the source document. System fonts (Inter, Source Sans, Helvetica, Georgia) are safe defaults.
Section 2: Colours
Three colours maximum: primary, secondary, neutral. Hex codes documented. Where each is used — headings in primary, accents in secondary, body text in neutral.
For accessibility, ensure body text contrast against background meets WCAG AA at minimum (4.5:1 ratio for normal text).
Section 3: Cover and footer
Every PDF cover follows the same template: logo placement, title format, date placement, recipient (if applicable). Every page footer carries the firm name, page number, and (optionally) document title.
Consistency in cover and footer is what makes a stack of PDFs feel like one body of work rather than disparate documents.
Section 4: Export settings
Document the standard export settings: PDF version (1.7 is widely compatible), font embedding (yes), image compression (medium). Apply consistently.
For sensitive deliverables, also document the post-export steps: compress, password-protect, flatten signatures.
FAQ
Does this need to be a designer's job?
First version, yes — get the brand right. Maintenance is everyone's job: enforce the standards, push back on off-brand exports.
What about decks vs documents?
Different formats, related standards. The style guide should cover both — a deck uses the same colours and brand assets, in a different layout.
How do I enforce the guide?
Templates do most of the work. If everyone exports from a template, the style is baked in. Reviews catch the exceptions.
How often should the guide update?
Annual review. Brand evolution should be deliberate and infrequent. Mid-year tweaks fragment the look.
A consistent PDF is brand equity. Apply your style guide in Flint on the next export and watch the polish add up.