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Arek Dvornechuck
Branding Expert
In this article I will show you some of the best examples of brand guidelines, so that you can get inspired when creating your own style guide.
This is because designing, printing or fabricating elements of your brand identity system are all dependent on a set of solid brand guidelines.
A style guide is an important tool for helping a brand maintain a consistent and professional image.
The goal of having one is to save time, money, and frustration by allowing everyone on the team to easily create a consistent brand experience.
The size and nature of your organization will affect the depth and breadth of the content within your style guide.
That’s why I’ve included on my list both: very comprehensive as well as simple style guide examples (and everything in-between).
So that way you can decide as to what content you should include in your own guidelines for the marketing materials to look “on brand”.
PS. The list in this article includes brand guidelines that are available online only, if you're looking for more examples in PDF format, check out my other article—100 best style guides.
PS2. Also check out the video version of this content on my YouTube channel:
Before we dive in to see the examples, let’s first shortly explain what a brand guidelines is and what elements it should include.
People call them brand guidelines, style guides, or manuals—but they basically refer to the same thing:
It is a document that describes how to create things that are “on brand”.
A brand guideline is basically a document telling you how to use the brand’s visual and verbal assets, in order to create a consistent look & feel across different media.
The goal of having one is to guide designers, marketers and everyone else who is working on your brand.
Brand guidelines come in different shape and form.
Most of them are in PDF format, but in this article we focus exclusively on online brand guidelines, otherwise known as “brand portals”.
Some of them are very extensive with multiple pages—describing all brand elements in much detail.
While other style guides just cover the basics:
Your brand guideline can include the elements of both: visual identity, but also verbal identity.
For example, it can also consist elements of your brand strategy: mission, vision, or tone of voice etc.
If you want to learn how to create a style guide, then check out my YouTube video.
So without further ado, let’s just look at these examples.
Starbucks calls this document the “Brand Expression Guide” and it basically gives you a high-level overview of how the Starbucks brand comes to life.
On the very first pages, you can actually see those “brand expressions” which are basically some case studies and examples of use.
The Starbucks' brand guideline covers six brand elements:
I really like this microsite, it's a great example of a well-designed online manual.
Having a dedicated website like this, that shows how to use the typography, color, and layout, is very helpful to ensure brand consistency.
The Starbucks' guideline is super easy to navigate and it includes everything you need in a solid style guide—A great example to get inspired by.
Dropbox calls its brand guideline “Design Standards” which is its end-to-end design guidelines for creating clear and simple experiences.
The content of these standards is grouped into four sections:
It's a pretty comprehensive style guide that covers all the necessities.
They've created a dedicated, separate website (just as Starbucks)—Visit: dropboxdesignstandards.com
If you go to “Foundation” you can find there all the basics like:
There are also unique sections like “Customer Journey” and “Product visuals” so that you can design elements fast and easily (and with consistency).
Audi recently redesigned its corporate identity with a goal to go digital first—check out Audi's “Brand Appearance” guide.
This brand guideline is probably the most comprehensive of all.
The Audi guidelines cover 9 elements:
But that's just the basics, and apart from that, you'll also find other sections with guides on user interface, communication media, corporate sound, motion pictures, and more.
This style guide consists of plenty of examples and instructions that convey the essentials and provide inspiration for ideas.
Audi emphasizes that “the brand is not a static structure but a living interface”.
Overall, It's a very clear (and detailed) path to approaching the design of the Audi brand, you'll certainly “get it” right away.
Spotify calls its style guide simply: “Design Guidelines” and what's unique about it, is that it's very specific to creating content for the Spotify app
The Spotify guidelines have been created to ensure that all Spotify users receive the same delightful user experience, every single time.
For the most part, the Spotify style guide talks about how to present content on the app: album artwork metadata
The guide also describes browsing and linking to Spotify—how to design playing views and other specific elements of the Spotify app.
Besides that, of course, the style guide also describes basics like:
Unlike other examples on my list, this one is very specific to the features of the Spotify app.
What I really like about this guideline is that it's very well thought-out with pretty exhaustive explanations
Next, we have Walmart's brand guideline, or rather what they call “Brand Center”.
Walmart's standards consist of three guides underneath:
Overall, this is a pretty solid document that also describes some strategic elements like brand mission, strategic initiatives, and more.
This is a great example of a manual that really goes above and beyond to describe how to use Walmart's brand—you'll find there some extra sections like:
Walmart's style guide is built by using the LingoApp, which is a platform you can use to host your style guide online.
Zendesk calls its brand guideline pretty uniquely “Brandland” and in my opinion—it's one of the most advanced of all.
The Zendesk style guide is especially interesting as it goes well beyond describing the brand identity system.
It also talks about things like copywriting, film shooting, animation, sound, photography and even interior design, and more!
The identity guideline from Zendesk has been developed to ensure that all writing, visual style, design, videos—everything works together to deliver a consistent message
The opening pages talk a bit about the brand attributes and messaging
In the design part of the guide you will find standard things like:
However, in the following pages, you will find many more interesting sections, including:
Each section of this guide has other subsections within, so that ultimately it goes deep into describing everything in much detail.
Next on my list is Keap, which is the new name and branding of the company that was previously known as “Infusionsoft”.
Keap brand guideline
This company is not as big as the others on my list, but I thought it makes for a great example of how a good style guide should look like
Besides the obvious basics, there is also a whole new section about brand voice and how to use it, which I find particularly interesting.
And what I really like about it, is that you can just click on the logo and download the files that you need right away, without having to log in or request the files.
Asana calls its document simply “Asana Brand Guidelines” (nothing unique) which is a pretty simple one-pager, it just covers the absolute minimum.
You'll find there information about the logo and its sizes clear-space, and color versions
Of course, there is also a section about the Logo Don'ts (what NOT to do with the logo).
Plus, there is some other information about using the Asana Trademark
But nonetheless, this is an example of a very simple brand guideline that includes the bare minimum.
Netflix calls its online brand standards simply a “Brand Site” but in reality, it's more of a “logo guideline” because it's rather pretty basic.
This Netflix brand guidelines is the most basic of all.
The Netflix guidelines cover three essential elements of the brand's identity:
Plus, you'll also find what to avoid, and some other considerations and rules to ensure proper use of the brand assets.
For example, there is the “Readability” section which is pretty interesting—it talks about making sure there is enough contrast between the logo and background
There is also a bit about how to use the Netflix logo with other partner's logos.
Similarly to YouTube, this is a good example of the most basic approach to creating an online style guide
Instagram calls its online standards document—"Brand Assets and Guidelines", which is also a great example of a simple style guide.
When you search for Instagram's brand guidelines on your browser, the first thing that will appear will be the Instagram Brand Assets and Guidelines page.
There you will find brief instructions about the usage and legal information about the brand assets and guidelines.
On the first part of the page, you will also find the Brand Elements section that will lead you to the Instagram icon, usage, and guidelines
On this page, you will find some guidelines on how to use the logo (glyph) and some do's and don'ts.
Generally, It consists of two extra sections: one with a screenshot template and the other with the broadcast template.
The Instagram style guide is also specific (just like Spotify) but much simpler—it just describes the basics
You will find: how to use the Instagram logo, the glyph (black/white version), and the above-mentioned two templates.
You'll also find links to download the logo and templates.
TikTok's style guide, on the other hand, covers a bit more than Instagram's does.
There are some additional introductory pages that describe the brand, the design concept, and the idea behind it, which is pretty cool!
Of course, we have the basics covered as well, things like:
In summary, it's a simple style guide, but it includes all the information you need to be able to bring the TikTok brand to life
ActiveCampaign presents us with yet another example of a basic brand guideline.
Active Campaign brand guideline
It's just a single page with basic information on how the logo should be used.
Active Campaign has just two logo color variations
The logo in white is used when on a dark background.
The logo in base color (blue) is used on a light background.
Discord calls its manual simply “Branding Guidelines”.
The Discord's style guide is just a page with basic information about the brand.
It contains elements like:
Basically, it's an example of a very minimal style guide online
However, there is an option to download the full PDF version of Discord's style guide.
Also, check out my article where I feature 100 Style Guides in PDF format.
Salesforce calls its online version the brand guideline—“Brand Central”.
On the Salesforce website, you can learn about the brand, its values, and some more strategic elements.
Of course, it covers the essentials as well, things like:
The Salesforce Guideline is actually like a style guide within a style guide because those elements are clearly separated with a dedicated sub-page for each
If you visit all these pages, you'll find out that it's not as basic as you might think, it actually covers quite a bit about the brand.
YouTube's guidelines are called “Brand Resources”.
The YouTube's brand resources page contains just four essential brand elements:
You'll find here also how to use the logo, minimum sizes, placement, color versions, the do's and don'ts, and a few examples of use.
YouTube's style guide is short and sweet, but it's got everything you'll want from a style guide.
This is probably one of the most basic versions of a brand guideline, besides the above-mentioned Instagram and ActiveCampaign.
If you're looking to just create a simple online page with brand assets—this is a great example of how to do so.
IBM calls its guidelines "IBM Logo and Brand Guidelines for Third Parties."
The IBM logo and brand guidelines page contains detailed information and instructions.
It includes 13 sections but to give you a summary, it covers the following:
IBM has strict rules regarding the use of its trademarks and logos to protect brand integrity—Any usage requires a trademark license agreement.
The language is very direct, strict, and formal—This matches IBM's brand personality of being authoritative and professional.
The guidelines are very visually focused with ample examples of right and wrong logo usage.
There is a clear hierarchy and logical structure—Key topics like licensing and context are called out upfront before diving into visual rules.
The tone balances being both helpful and firm—While strict rules are set, the document aims to educate third parties on proper usage.
Very specific language is used like "you must" and "don't" to indicate clear mandates—The legal team likely influenced the directness.
Violations are directly called out via images of misuse with explanations—This drives home the importance of adhering to the rules.
The writing is concise and avoids wordiness—Brevity matches the precision of the IBM brand.
LG presents us with its casual-toned guidelines, which are called "LG Branding Guidelines"
The LG brand guidelines are more casual and conversational compared to others—This matches LG's more approachable, lifestyle brand image.
It covers the following elements:
Plain language is used to explain concepts clearly—The focus is understanding over strict adherence.
While rules are provided, the language leaves a bit more room for interpretation with words like "preferred" vs. absolute mandates.
Visual examples are emphasized over dense text—Simple iconography demonstrates proper logo use.
The structure progresses logically from logo, color, co-branding, merchandising, and approval—Topics are broken into digestible sections.
There is less emphasis on legal compliance compared to IBM—The tone is more guidance to align with brand values vs. strict demands.
Violations are shown but the language is soft "Please avoid..." vs. IBM's direct "Don't do this"—The overall tone aims to educate over dictate.
LG's brand guidelines use conversational language, visual examples, and an educational tone to explain branding rules in an easy-to-understand way for partners—The warmth matches the LG brand image.
Freepik's guidelines aim to build a distinctive, fresh brand identity that focuses on creativity, inspiration, and empowerment.
The tone used in the guidelines is conversational and friendly using words like "let's" and "we." This creates an inclusive, warm feeling.
Clear explanations are provided for the rationale behind brand changes, not just rules—This educational approach is welcoming.
It covers the following elements:
The language used aims to inspire creativity with words like "joyful", "rebelliousness", and "kaleidoscopic eyes."
There is flexibility in the guidelines to allow for creative expression vs. rigid demands— Words like "preferred" are used over mandates.
The text incorporates narrative elements explaining Freepik's story and mission—It's not just a dry set of rules.
Whimsical creative touches like the "Hi! Here is Freepik" comment add warmth and reinforce the brand's personality.
The tone is more peer-to-peer guidance than top-down rules—This creates a collaborative feel.
Freepik's brand guidelines use an approachable, narrative tone to educate, inspire creativity, and build an inclusive feel aligned with their brand image.
The friendly tone invites partners to co-create the brand story.
If you’re working on your brand guidelines—these examples showcase some of the best practices when it comes to style guide creation.
By checking out these guidelines you can understand various approaches, as they come in different sizes (some are simple, other very detailed).
If you browse my portfolio, you will see that I use a template with all my clients.
I develop this 70-page style guide template in InDesign, so that I don’t have to design everything from scratch, every single time.
So if you want to be able to develop your style guide fast and easy (in PDF format), then check out the Brand Guidelines Kit.
Just customize my template for your new client and replace the content inside (structure and descriptions are already there!).
If you’re looking to hire an expert to create a style guide for you—Start you project here.
