Baseline

What Is Baseline?

Baseline is a design tool in the brand management category that automates the creation of brand guidelines and style guides. Users upload a logo to generate downloadable assets, color palettes, typography rules, and shareable brand kits. As a free tool, Baseline fits into design workflows for establishing consistent visual identity early in branding projects, before content creation or design implementation.

What Baseline Does

• Extracts colors from uploaded logos using AI to create color palettes.
• Generates logo variations, such as black-on-white and white-on-black inverses, for different backgrounds.
• Supports uploading logos in SVG format and plans to add EPS and AI file support.
• Allows selection and customization of fonts, primarily from Google Fonts, for headings, subheadings, and body text.
• Compiles brand elements into shareable style guides with usage rules, color codes, and typography details.
• Provides a public URL for sharing brand kits with clients or teams.
• Includes a design editor with branded assets and templates for creating social media graphics and other content.

How Baseline Can Be Used

• Freelance designers upload client logos to quickly produce professional brand kits that include logo variations, extracted colors, and font pairings for presentation.
• Branding agencies set up multiple client brands, generate style guides, and share public links to maintain consistency across team projects.
• Teams use the built-in design editor and on-brand templates to create social media graphics or marketing materials that automatically apply brand assets.
• Small businesses establish initial brand guidelines by automating asset extraction, then collaborate on designs tied to the brand profile.
• Developers copy generated CSS from brand guides to implement consistent styling in web projects.

Who Is Baseline For?

Baseline serves freelance graphic designers, logo creators, and branding agencies handling multiple clients who need to deliver comprehensive brand kits efficiently. It suits beginners and experienced users working on projects requiring consistent visual identity, such as marketing materials or digital products, without complex setup. Product teams and small businesses also use it to automate style guide creation and content design. Visit Baseline