Creative Soup

Secret Brand Guidelines Template that Paul Rand used to convenience Steve jobs to pay $217,000 For one Logo: IBM, UPS, Enron, and More!

Written by AC, the Founder of Creative Soup

Published on May, 2024

Hi, my name is AC in This post I'm going to teach you a secret brand guidelines that Paul Rand used to convince Steve jobs to pay $217,000 For one logo option also this method can you Charge your worth as a designer and Present yourself as an expert on the highest level, 


and come across as organized and professional (even if you feel unqualified)


I know It might sound hard, but you'll see for yourself how you can do it easily.


even this method I am going to reveal right now really will make any client....

  • Position you as a true professional
  • make referrals for you without asking
  • ask you for more projects in the future

So how do I know this simple trick really does work?

because 6 years ago. it worked on me and it's still working

The story

Perhaps you’ve heard this story before.


In 1986, designer Paul Rand was paid $100,000 ($217,000 adjusted for 2014 inflation) by Steve Jobs to design the NeXT Computers logo. 


Jobs was given no concepts, no rounds of revision, no options. 


The deal was, Rand would design the logo, Jobs would pay, and if he didn’t like it, he didn’t have to use it.


To designers, this is a dream. 


To business owners, it seems like a bum deal. 


What it was really, was just smart business from two men who knew exactly who they were and what they were doing.


The question is how the heck he convinced Steve Jobs to accept one logo option for $200k in 1986…


Let's go back to 1920.


Paul Rand attended the Pratt Institute High School in the '20s, where he was influenced by his art teacher, George Switzer. And this brand guideline secret method is revealed with his teacher.


After years of hard work, in 1986 Paul Rand built a frame that took him 60 years of work. This process turned out to make every one of his clients speechless.

Paul Rand used the secret method to present next company logo and convince steve the concept that made him love the new identity.


This is when the power of brand guidelines comes into play.

Steve Jobs Testimonial 

After completing the project, Jobs began referring him to clients without even being prompted. This is what Steve Jobs had to say about Paul Rand after working with him:

Let me be honest as a designer The Brand Guidelines is something I wished I had back in the day. It would have saved me more than a few headaches.


I don't know about you, but when I first started designing logos for clients, I would just throw some vector files in a zip file, attach them to an email, and send it along. Looking back, that strategy was just bonkers.


Inevitably, I would wind up seeing my work completely and utterly mangled. One time, I'd get unpleasant phone calls from unhappy clients, wondering why they can't open the files on their phones.


It happens.


Who the heck am I and why you should listen to every word I have To say?


Well, my name is AC I'm the founder of LTCdesign and Creative Soup...


I'm known as an award-winning brand identity expert...

I have featured been in several places like

  • LogoLounge book
  • Los Logos
  • Branding Elements Logos 4
  • Logo Talks III
  • Monogram Logo CounterPrint 
  • Behance Portfolio Award 
  • Dribbble 

Tones of podcasts Tones of blogs. I've made well over $4m today from the design projects and still counting.

But more important than all of that I'm a designer who charges money that's what my designs are worth and I Position myself as a true professional expert in the field.


After years of working with different clients over the years and making mistakes along the way 

We found this Secret Brand Guidelines Template method that Paul Rand used to convince his clients.


We spent years researching what made the legend Paul Rand's brand guidelines successful, such as IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and NeXT.


We have used the same formula That Took Us From $0-$1M Twice on brand guidelines projects and still counting.

Before I delve into sharing this formula on brand guidelines, it's imperative to have a clear understanding of what you aim to accomplish. So, let’s outline the 5 things you should know before beginning the design of brand guidelines:




The primary objective of brand guidelines is to ensure consistent usage of brand elements by all stakeholders and to safeguard the integrity of the brand, thereby continuing to generate value for your company.


Brand guidelines achieve this by elucidating the significance of your brand and detailing how to utilize its elements, such as corporate identity and the brand name.

The Brand guide encapsulates the entire narrative of the brand and its constituent elements. It establishes stringent guidelines for every facet of how a company's brand is managed and presented.



Brand guidelines come in various formats and sizes, with no standard book size. They may fall under different categories, including:

  • Landscape Orientation (1920x1080px)
  • A5 (210x148mm / 8.26×5.82 inches)
  • A4 (297x210mm / 11.69×8.26 inches)
  • US letter (215.9 x 279.4 / 8.5 x 11 inches)

Layout and Grids: 


Once a suitable format is chosen, the next step involves selecting a layout to maintain consistency and understanding the principles of grids and layout.


A grid is employed to arrange space and information for the reader, and the essence of any effective brand guidelines lies in how its visual elements are organized and positioned relative to each other. This is the essence of layout design.


Layouts impart meaning to your design and enhance its visual appeal. They ensure balance from page to page or slide to slide, reflecting the brand's intended ambiance.




Determining the most suitable software for your needs involves hands-on experimentation with various tools. Each software differs in terms of features, ease of use, performance, cost, and availability.


We have curated several templates using different software, compiling a list of the best graphic design software available today. These tools have been thoroughly tested and can assist you in crafting remarkable brand guidelines designs that will captivate both you and your client:

  • Adobe InDesign
  • Adobe Illustrator
  • Affinity Publisher
  • Google Slides
  • PowerPoint
  • Canva


For inspiration, you should gather a collection of real brand guidelines examples from around the world. It can be beneficial to observe the different grids, layouts, and details they include.

Paul Rand Secret formula

Paul Rand's Brand Guidelines Formula, it's essential to understand the meticulous thought and strategic planning that went into crafting this comprehensive guide.


Rand's approach to brand guidelines is renowned for its clarity, precision, and effectiveness in communicating a brand's identity.


With a keen eye for detail and a deep understanding of design principles, Rand's formula encapsulates not just rules, but a philosophy—a philosophy that emphasizes consistency, coherence, and authenticity in brand expression.


Now, let's explore the intricate components of Paul Rand's brand guidelines



  • About Company
  • Brand Mission 
  • Brand Vision 
  • values

The logo

  • Logo usage
  • Logo on Backgrounds,
  • The icon
  • Wordmark
  • Clear space
  • Minimum size
  • Placement
  • Partners & sponsors
  • Unacceptable Use

Brand Colors

  • Primary colors
  • Brand Color Palette
  • secondary colors


  • Primary Typeface 
  • Secondary typeface
  • Use of type


  • Photography style 


  • Iconography style


  • Our Patterns

Brand In Use

  • Phone
  • Ipad
  • Web Desktop
  • Business card
  • Envelope
  • Folder
  • Letterhead
  • Pens, Pencils

Contact us

See how effective this formula is on people's minds

How to use Paul Rand Secret Formula

To leverage Paul Rand's secret formula without wasting thousands of dollars on the wrong direction and  risking the loss of clients.


you must invest your time, energy, and focus to develop a definitive brand guide include every aspect that Paul used. you can Try to get this to work on your own just like me 7 years ago spending over $20K and not making anything in return because I had no idea what I was doing.


In case you're facing troubles or missing important details, Creative Soup got your back as we have created the definitive Brand Guidelines Template using the secret of Paul Rand.


We have charged our clients more than $20k for brand guidelines using these brand style sections! that's why I'm sharing that with you


You can Save your time with this amazing ready-to-use brand guidelines template that works perfectly in Adobe Indesign, Adobe Illustrator, PowerPoint, and Google Slides


All you need to do is open the file, Change the logo and colors representing the brand you’re working for, then save the Template as a PDF


and done! we’ve done all the hard work for you.

Introducing our Brand Guidelines using Paul Rand's Secret method.

What's includes In this Template:

  • 45 pages

Adobe InDesign CS4, CS5, CS6 and CC

  • INDD and IDML
  • Size Landscape Orientation ( 1920x1080 )
  • Bonus : 2 Vertical Sizes: A4 ( 210 x 297 mm ) and Us Letter (215.9 x 279.4 mm)
  • Real brand guide example
  • Help file

Adobe Illustrator CS4, CS5, CS6 and CC above

  • AI, EPS, and AIT
  • Sizes: Landscape Orientation ( 1920x1080 )
  • Real brand guide example
  • Help file


  • PPTX, POT files
  • Sizes: Landscape Orientation ( 1920x1080 )
  • Real brand guide example

Google Slides

  • PPTX
  • Sizes: Landscape Orientation ( 1920x1080 )
  • Real brand guide example

To get started, click check availability right now.This button will take you to a secure checkout page.


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( Valued at $730 )

8 templates to jumpstart your design career so you can stop wasting time patching together your most used business documents. Total Value of $730. You can start today and unlock instant access to your Branding Toolkit for FREE

Client Intake Form:

  • A form that asks questions to understand a client's needs for a project.
  • Valued at $47 ( .docx file )


  • A legal document that outlines project terms to protect you and your work.
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Feedback Form:

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Invoice Template:

  • A document to get paid for completed work.
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Request Authorization to Show Work:

  • Permission to showcase completed work publicly.
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Work For Hire Agreement:

  • A legal document that outlines ownership of completed work.
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Exclusive BONUS 2: Brand guidelines library 
( Valued at $132 )

Free access to library of 40 brand guidelines PDFs, ready for download, for inspiration ( Valued at $132 )

How does it work

Open the file

Choose the software that best suits your needs. This template works perfectly in InDesign, Illustrator, PowerPoint, and Google Slides.

Change the logo and colors

Replace the existing logo and colors with those representing the brand you’re working for, using your brand assets.

Save the Template as a PDF

The final step is to save the template as a PDF. and done! we’ve done all the hard work for you.

Hurry up! Sale 40%. Sale ends in:

  • Create winning brand guidelines one after one

  • Present yourself or your studio on the highest level

  • Establishing rapport with potential clients

  • Positioning yourself as a true professional


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Paul Rand Brand Guide



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Verified Buyer

I Really appreciate it !

I can't thank the creators of the Brand Guidelines Template enough. It transformed the way we present our brand. From logo usage to the tone of voice, it covers all aspects. It's a valuable tool for maintaining brand consistency and professionalism.


Verified Buyer

You saved me!

It's worth every penny! I landed a project, and this brand guidelines template saved me weeks of work. Thank you!


Verified Buyer

Thanks Creative Soup!

I can't express enough how much I love this brand guidelines template. It's like having a secret weapon in my design toolkit. The template's attention to detail, from typography to color palettes, is exceptional. It has empowered me to create visually stunning brand guidelines that captivate audiences and leave a lasting impression. It's a true investment in my design career.


Verified Buyer

Great product! It helps me saves weeks of work

I am so in love with this Template. EVERYTHING is just amazing. THANK YOU for this lovely Template, and thank you Designers for being so awesome :)


Verified Buyer


Using this brand guidelines template has transformed the way I work as a graphic designer. It has brought clarity and structure to my design process, ensuring that I capture the essence of each brand I work with. The template's comprehensive sections and intuitive layout make it a breeze to create cohesive brand identities. It's a real gem that has elevated my professionalism and delighted my clients.


Verified Buyer

It's worth every penny!

As a freelancer, the Brand Guidelines Template has been a valuable asset in my client projects. It helps me establish a strong brand identity for my clients and ensures their brand is consistently represented. It's worth every penny!


Verified Buyer

Your Brand

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Frequently Asked Questions

Is this Template challenging to use?

Our templates is not difficult to apply to your work. You only need to download then read the PDF guide. One of our objectives in making these templates was to make a stupid simple just open and edit.

How long will it take to get my Template?

you'll receive it immediately upon completing your purchase. Once your payment is processed, you'll typically be provided with a access to download the template directly to your device. 

Does Creative Soup have a secure payment?

Yes, Creative Soup ensures secure payments by using trusted payment gateways such as Stripe, which employs industry-standard security measures to protect financial transactions. Your payment information is encrypted and handled securely to ensure the safety of your transactions on the platform.

Does this template is 100% Money-Back Guarantee?

We are 100% committed to ensuring your satisfaction! If you don't absolutely love your template and it doesn't help you save time, accelerate your projects, create stunning and effective brand guidelines without missing crucial details, and deliver high-quality guidelines, let us know and we will refund your order right away! :)

Do templates save time?

Yes, templates can significantly reduce the time required to create brand guidelines by providing pre-designed layouts and content structures. This allows you to focus on customization and fine-tuning rather than starting from scratch.

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