Building a Brand Style Guide for Apparel Printers Can Use
By The Velocity Wear Team
The apparel section of a brand guide needs to answer four things a printer cannot guess: which garment colours the mark is approved on, what the mark becomes when it can only be one colour, how small it is allowed to go for each decoration method, and exactly where it sits measured in millimetres from a fixed point on the garment. A guide that specifies screen colours and clear space but skips those four will produce inconsistent kit no matter how good the supplier is.
Why a Screen-First Guide Fails on Fabric
Most brand guides are written by people thinking about websites and decks. They define hex values, a digital colour space, minimum sizes in pixels and a logo lockup that assumes a white background. Fabric behaves differently. There is no backlight, the base colour shows through thin inks, dye lots vary slightly, and thread comes in a fixed palette that will never exactly equal a screen value. The guide has to acknowledge that and give a decision rather than leaving the printer to interpret.
Specify Ink and Thread, Not Hope
For screen printing, specify the ink reference you have approved rather than a hex code. For embroidery, specify the thread reference from a stated thread range, because thread is chosen from a physical palette and "our brand blue" does not exist in it. Pick the nearest thread once, approve it against a physical sample, write the reference down, and use that reference forever. This single habit removes the most common complaint in branded clothing, which is that the new batch does not quite match the old one.
The One-Colour Version Is Not Optional
Every apparel guide needs a mono version of the mark, and ideally a reversed version for dark garments. Screen printing charges setup per colour, so a four-colour logo is materially more expensive than a one-colour version at the same quantity. More importantly, some placements are simply too small to carry a multi-colour mark cleanly. Draw the one-colour version properly rather than letting it get flattened on the day and hoping it works out.
Minimum Sizes Differ by Method
A single minimum size for the whole brand is not enough, because the methods have different limits. Embroidery cannot hold fine detail or small text below a certain width, and a strapline that reads perfectly at 90mm turns into a fuzzy line at 45mm. Screen printing holds finer detail than embroidery. DTF handles detailed full-colour artwork without per-colour setup, so it copes with small complex marks better than either. Set a minimum width per method and, where the mark has to shrink further, define a simplified version that drops the strapline.
“"If your guide does not say what the logo becomes at 45mm in thread, somebody else will decide for you, at 45mm, in thread."”
Placements Must Be Measured, Not Described
"Left chest" is not a placement, it is a region. Two suppliers will position it differently and two operators at the same supplier might too. Give a measurement from a fixed reference point, normally the high point of the shoulder, and a horizontal offset from the centre front. Do the same for back prints, sleeves and cap fronts. Then state whether the placement is fixed in absolute terms across all sizes or scaled, because a print positioned identically on a small and a 4XL looks wrong on one of them.
Approved Garment Colours Belong in the Guide
Decide which garment colours the brand is allowed on and write the list down, including which version of the mark goes on each. A brand that looks sharp on navy and white can look cheap on bright red, and once a department has ordered in an unapproved colour it exists and people wear it. This section is also where you state what happens on a dark garment: whether the mark reverses out, whether it gains a keyline, or whether it simply is not used.
- List approved garment colours explicitly, and name the mark version used on each rather than leaving it to judgement.
- State ink references for print and thread references from a named range for embroidery, approved against a physical sample.
- Give a minimum reproduction width per decoration method, plus a simplified mark for when the space is smaller than that.
- Define placements as measurements from the high point of the shoulder and from centre front, not as region names.
- Include the mono and reversed versions as supplied artwork, so nobody has to create one under time pressure.
Write It for the Person Who Will Actually Use It
The apparel section will be read by an office manager placing a repeat order, a club secretary, and a production operator, not by a design team. Keep it to a few pages, lead with the specification table, put the reasoning underneath, and supply the artwork files alongside rather than expecting someone to extract a logo from a PDF. A guide that is easier to follow than to ignore is the one that gets followed.
Test the Guide Against a Real Order
Before you publish, run the guide through one real job and see what questions come back. If a supplier has to ask anything to produce the garment, the answer belongs in the guide. Laying the mark out in the free Design Studio and previewing it on the actual garment colour is a quick way to sanity-check placement and scale before you commit the rules to paper. Remember too that production starts at artwork approval, so a guide that removes the back-and-forth over placement and colour is directly buying back time on every future order.