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Arek Dvornechuck
Branding Expert
19 Best Examples of Brand Guidelines in 2026
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Looking for brand guideline examples to inspire your own style guide? You've come to the right place.
In 2026, having comprehensive brand guidelines is more critical than ever. Whether you're designing, printing, or fabricating elements of your brand identity system, everything depends on well-documented brand standards.
A brand style guide is the single most important tool for maintaining a consistent and professional brand image across all touchpoints.
The purpose of brand guidelines is simple: save time, reduce costs, and eliminate frustration by empowering your team to create a cohesive brand experience every time.
PS: Don't miss my comprehensive guide on building your digital style guide with the top 10 platforms available in 2026.
The scope of your brand guidelines will vary based on your organization's size and complexity. That's why this list includes everything from enterprise-level comprehensive guides to minimal startup-friendly examples.
Whether you call them brand guidelines, style guides, brand books, or brand manuals—they all serve the same purpose:
A brand guideline is a rulebook that defines how to create on-brand materials consistently.
Essentially, it's a comprehensive document outlining how to use your brand's visual and verbal assets to maintain consistency across every medium—from digital to print.
The goal? To guide designers, marketers, developers, and anyone working with your brand to produce cohesive, professional results.
Brand guidelines come in many formats and levels of detail.
While many are distributed as PDF documents, this article focuses exclusively on online brand guidelines—also known as brand portals or brand centers.
Some brand portals are extensive multi-page resources covering every brand element in granular detail.
Others focus on the essentials:
Your brand guidelines can encompass both visual identity elements and verbal identity components.
This includes strategic elements like brand mission, vision statement, brand values, and tone of voice.
Want to learn how to create your own style guide? Watch my YouTube tutorial.
Now let's dive into the best brand guideline examples of 2026.
OpenAI has established itself as the dominant force in artificial intelligence, and their brand guidelines reflect their commitment to clarity and precision.
They maintain a dedicated brand resource page where you can download logos and learn proper usage guidelines.
Unlike visually-heavy guidelines from consumer brands, OpenAI emphasizes precise naming conventions and terminology usage—reflecting the technical nature of their AI products.
The guidelines cover all the fundamentals: logo versions, usage do's and don'ts, spacing requirements, and sizing specifications.
However, their guidelines are notably rigorous about model naming, trademark compliance, and content attribution requirements.
Starbucks refers to their brand guidelines as the Brand Expression Guide—a comprehensive overview of how the Starbucks brand comes to life across touchpoints.
The opening sections showcase brand expressions—essentially case studies demonstrating real-world applications.
Starbucks' guidelines cover six core brand elements:
This brand microsite exemplifies excellent online brand documentation. The intuitive navigation and comprehensive coverage make it a gold standard for ensuring brand consistency.
Dropbox calls their guidelines Design Standards—an end-to-end design system for creating clear, simple user experiences.
The standards are organized into four main sections:
This comprehensive style guide covers all essential brand elements and more.
Dropbox created a dedicated website at dropboxdesignstandards.com.
Under Foundation, you'll find core elements including:
Unique sections like Customer Journey and Product Visuals help teams design assets quickly while maintaining consistency.
Audi redesigned their corporate identity with a digital-first approach—explore their Brand Appearance guide.
This is arguably the most comprehensive brand guideline on this list.
Audi's guidelines cover 9 core elements:
Beyond the basics, you'll discover sections on user interface design, communication media, corporate sound, motion graphics, and more.
The guide features abundant examples and clear instructions that convey brand essentials while inspiring creative applications.
Audi's philosophy: "the brand is not a static structure but a living interface."
It's an exceptionally clear and detailed approach to brand documentation—you'll understand the Audi brand immediately.
Spotify's Design Guidelines are uniquely focused on creating content for the Spotify ecosystem.
Spotify's guidelines ensure every user receives the same exceptional experience, consistently.
The guide primarily addresses content presentation within the app: album artwork, metadata display, and visual hierarchy.
It also covers browsing experiences and Spotify linking—including playing view designs and app-specific UI elements.
Core brand elements are also documented:
Unlike broader brand guidelines, Spotify's guide is highly specific to their platform features—with thorough explanations and well-considered details.
Walmart's brand documentation is housed in their Brand Center.
Walmart's standards contain three comprehensive guides:
This robust documentation includes strategic elements like brand mission, strategic initiatives, and organizational values.
The guide goes above and beyond with specialized sections:
Walmart's style guide is built using LingoApp—a platform for hosting brand guidelines online.
Zendesk uniquely names their guide Brandland—and it's one of the most advanced brand portals available.
Zendesk's style guide extends far beyond traditional brand identity documentation.
It includes guidance on copywriting, film production, animation, sound design, photography, and even interior design.
These guidelines ensure all writing, visual design, videos, and experiences work together to deliver a unified brand message.
Opening sections cover brand attributes and messaging framework.
The design section includes standard elements:
Additional specialized sections include:
Each section contains detailed subsections, making this one of the most thorough brand documentation systems available.
Keap (formerly Infusionsoft) provides an excellent example of mid-sized company brand guidelines.
Keap brand guideline
While not as large as enterprise brands on this list, Keap demonstrates how a professional style guide should be structured.
Beyond visual basics, there's a comprehensive section on brand voice and verbal identity.
A standout feature: click any logo to download assets instantly—no login or request process required.
Asana's Brand Guidelines take a minimalist approach—a clean one-pager covering the essentials.
You'll find information on logo specifications, clear space requirements, and color variations.
The Logo Don'ts section clearly illustrates common mistakes to avoid.
Additional trademark usage information is also provided.
This exemplifies a simple, effective brand guideline covering only the necessities.
Netflix's Brand Site functions primarily as logo guidelines—keeping things deliberately minimal.
Netflix guidelines cover three essential elements:
You'll also find usage restrictions and proper application examples.
The Readability section addresses contrast requirements between logo and background.
Co-branding guidance for partner logo usage is also included.
This represents one of the most streamlined approaches to online brand guidelines.
Instagram's Brand Assets and Guidelines provide another excellent minimal guideline example.
The Instagram Brand Assets and Guidelines page contains usage instructions and legal information.
The Brand Elements section links to Instagram icon specifications and guidelines.
Here you'll find logo (glyph) usage rules with clear do's and don'ts.
Additional sections include screenshot templates and broadcast templates.
Instagram's style guide is platform-specific but straightforward—covering only the essential basics.
You'll find: logo usage, glyph specifications (black/white versions), and template downloads.
TikTok's style guide offers more depth than Instagram's minimalist approach.
Introductory pages describe the brand story, design concept, and underlying philosophy.
Core elements covered include:
Overall, it's a focused style guide with everything needed to bring the TikTok brand to life consistently.
ActiveCampaign provides another example of minimal, effective brand documentation.
ActiveCampaign brand guideline
It's a single page with essential logo usage information.
ActiveCampaign maintains two logo color variations:
White logo—for dark backgrounds.
Base color logo (blue)—for light backgrounds.
Discord's Branding Guidelines keep things simple and accessible.
Discord's style guide is a single page covering brand basics:
This represents a minimal online style guide approach.
A downloadable PDF version with additional details is also available.
For more PDF examples, see my article featuring 100 Style Guides.
Salesforce houses their documentation in Brand Central.
The site covers brand values and strategic elements alongside visual guidelines:
Salesforce's guidelines function as a style guide within a style guide—each element has a dedicated sub-page with comprehensive details.
Exploring all pages reveals more depth than the surface suggests.
YouTube's guidelines are called Brand Resources.
YouTube's brand resources cover four essential elements:
You'll find logo usage rules, minimum sizes, placement guidelines, color versions, and application examples.
YouTube's style guide is concise yet complete—everything essential in one place.
This exemplifies the most basic approach to creating an effective online style guide.
IBM's guidelines are titled IBM Logo and Brand Guidelines for Third Parties.
IBM's comprehensive guidelines include 13 sections covering:
IBM maintains strict trademark and logo usage rules to protect brand integrity—usage requires a trademark license agreement.
The language is direct, formal, and authoritative—matching IBM's professional brand personality.
Visual examples demonstrate proper and improper usage clearly.
Clear hierarchy and logical structure prioritize licensing and context before visual rules.
The tone balances helpfulness with firmness—educating third parties while enforcing compliance.
Specific language like "you must" and "don't" indicates clear mandates.
Violations are illustrated with explanations, reinforcing adherence importance.
The writing is concise and precise—matching IBM's brand character.
LG's Branding Guidelines take a more casual, approachable tone.
LG's guidelines are more conversational—matching their approachable, lifestyle brand positioning.
Elements covered include:
Plain language explains concepts clearly—focusing on understanding over strict compliance.
While rules exist, language like "preferred" allows some flexibility.
Visual examples take precedence over dense text—simple iconography demonstrates proper usage.
Logical structure progresses from logo to color to co-branding to merchandising to approval.
Less emphasis on legal compliance compared to IBM—the tone offers guidance aligned with brand values rather than strict demands.
Soft language like "Please avoid..." creates a collaborative, educational feel.
Freepik's guidelines build a distinctive, creative brand identity focused on inspiration and empowerment.
The conversational, friendly tone uses words like "let's" and "we"—creating an inclusive atmosphere.
Clear explanations provide rationale behind brand decisions, not just rules.
Elements covered:
Language aims to inspire creativity with words like "joyful", "rebelliousness", and "kaleidoscopic."
Flexibility encourages creative expression—"preferred" rather than absolute mandates.
Narrative elements explain Freepik's story and mission—beyond dry rules.
Whimsical touches reinforce brand personality throughout.
The peer-to-peer guidance tone creates collaborative energy.
Freepik's guidelines use approachable language and narrative to educate, inspire, and build inclusivity—inviting partners to co-create the brand story.
These examples showcase best practices for creating effective style guides in 2026.
By studying these guidelines, you'll understand various approaches—from simple startup guides to comprehensive enterprise documentation.
Browse my portfolio to see the consistent template I use with all clients.
I developed a 70-page style guide template in InDesign so I don't design from scratch every time.
Want to create your style guide quickly and professionally? Check out the Brand Guidelines Kit.
Watch my YouTube tutorial on using my template to create custom style guides efficiently.
Simply customize the template for your client and replace content—structure and descriptions are ready to go.
Looking to hire an expert to create your style guide? Start your project here.
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I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
