15 Great Examples of Brand Guidelines (And Tips to Make Your Own) (2023)

When it comes to building a memorable brand, consistency is everything.

Just look at the world’s most recognizable companies and how fast you recognize them. A glimpse of the swoosh and you know it’s Nike. The golden arches represent McDonald’s. The same goes for Apple’s bitten apple.

These companies are practically glued inside your brain, and strong brand guidelines are part of the glue that makes them stick.

But brand guidelines go far beyond a logo or icon. It’s in their colors, imagery, fonts, tone, and even the feeling you get when you see an ad.

In this article, we’ll look closer at what brand guidelines are, 15 examples from companies that nailed it, and some tips for how to create effective brand guidelines of your own.

Let’s get to it.

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What are brand guidelines?

Brand guidelines, also called a brand style guide, are essentially an instruction manual and rule book on how to communicate your brand.

They lay out all the visual details, as well as important notes about a company’s voice, tone, and messaging. They come in the form of a physical or digital booklet filled with examples of what to do and what not to do.

Brand guidelines comprehensively cover a company’s brand identity, including its:

  • Logos: full logos, secondary logos, and icons
  • Color palette: primary and secondary colors
  • Typography: font styles, sizes, and spacing
  • Other imagery: photos, illustrations, and artwork
  • Voice and tone: how the brand uses language and emotion

Why are brand guidelines important?

When companies take the time to create brand guidelines, it helps to ensure that their brand image stays consistent, no matter where it shows up.

This will pay off big time in the long run, as your company will generate the familiarity and reliability that open the doors to brand loyalty.

Next up, let’s explore 15 awesome brand guideline examples you can use as inspiration.

15 companies with killer brand guidelines

1. Asana

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While some logos and brand images might seem random, savvy companies create them with a specific strategy and meaning. Asana helps people understand the “why” behind its branding by explaining its choices, including the logo’s three dots.

These dots highlight the limitless potential of human collaboration, and the company hopes that they communicate a sense of clarity, balance, and purpose-driven design.

Micah Daigle, who co-led a rebrand for the SaaS company, even published a brand book about the origin and thought process behind Asana’s rebranding.

2. Slack

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Nested under its media kit, brand guidelines from Slack cover everything from branded themes to governance considerations.

The material manages to be informative without overwhelming readers by implementing a healthy amount of white space and graphics. Bright colors and bold, clean lines are an excellent representation of the Slack brand.

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The key here is the comparative lists. Slack simplifies the concept of its brand by displaying improper use cases alongside acceptable occurrences. You can see this clearly in how its logo is compared and contrasted. Its brand voice also gets a similar treatment.

3. Nusr-Et

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For food companies, photography can be make or break. That’s why Nusr-Et included product photography in its brand guidelines.

It uses cold and dark backgrounds to make sure the food is the star of the show. Especially in meat photos, the texture and thickness should easily be seen, so viewers can immediately tell that it’s high-quality stuff.

These photos set a clear mood and tone for the company’s branding: the minimalist backgrounds and attention to detail show sophistication and dedication to craft.

You can learn more about Nusr-Et’s brand formation through its brand book. If you’re thinking of starting a restaurant, you can even use it as a brand guidelines template for your own business.

4. Wolf Circus

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Ecommerce company Wolf Circus’s brand guidelines cover everything from the brand’s “why” to its typeface system.

Going through its brand style guide, you can see how certain colors are key indicators of the Wolf Circus brand design. Blue-gray, pastel pink, and nude act as supporting colors that can be used for various design elements and backgrounds.

Its grand guidelines also show how the brand wants to display its promotional content.

For example, Wolf Circus wants advertisements for its product to emphasize minimalism and make the jewelry the center of attention.

5. Urban Outfitters

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Urban Outfitters, a lifestyle retailer, is all about edgy designs and quirky product shots in its visually creative style guide.

The retailer’s brand guidelines include its photography methodology and a good deal of information about its logo and brand face.

As Urban Outfitters believes in evolving with consumers’ changing preferences, the retailer doesn’t shy away from rebranding itself every six months or so.

Everything from the logo to the store environment is refreshed to appeal to modern consumers, making Urban Outfitters one of the best brand guidelines examples to follow if you’re interested in staying hip and relevant.

6. Google Marketing Platform

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Sometimes it’s necessary to merge two products into a single brand.

On July 24, 2018, Google launched its Google Marketing Platform—a collaborative brand that unified its DoubleClick advertiser products and the Google Analytics 360 Suite.

This new brand focuses on being trustworthy, professional, and insightful, while still maintaining the feeling of approachability that Google customers have come to love.

Its visual guide blends simplicity and powerful visual elements to showcase its brand in a way that’s easy to understand.

7. Uber

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Ride-hailing app Uber communicates its brand to the general public via nine core elements:

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  1. Logo
  2. Color
  3. Composition
  4. Iconography
  5. Illustration
  6. Motion
  7. Photography
  8. Tone of voice
  9. Typography

The company’s brand page provides an overview of each of these elements, along with best-in-class examples for quick insights.

An overview of the Illustration section, for example, shows that the company uses limited color, clean lines, negative space, and basic geometric shapes to give its illustrations a branded feel.

8. Alienware

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In its younger days, Alienware was branded as a company that catered to “serious gamers.”

But after doing more market research to better understand its audience, the company realized that serious gamers view gaming as a lifestyle choice—one with a diverse, ever-expanding culture.

So the company revamped, using its brand guidelines to show that its new identity is a closer reflection of the gaming community’s identity.

Everything from illustrations and logo to layouts and photography is also clearly defined for anyone looking to promote or sell the company’s products through its own campaigns.

9. Audi

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Audi is a household name worldwide, meaning the brand is replicated and promoted in thousands of places.

That’s why the company’s online brand guidelines are very specific.

Audi uses different guidelines for its brand appearance in user interfaces, communication media, corporate branding, corporate sounds, motion pictures, motorsports, and dealer facilities.

Even ratios and alignment rules exist for using the company logo in any branding material.

10. Carrefour

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A broad color palette and lively layouts complement the rich, colorful history of the Carrefour brand.

Its brand guidelines content focuses on being warm, open, and connected to its brand’s environment. Because Carrefour is in the retail food industry, this is an excellent approach to take in its goal of becoming recognized and respected for its dedication to customer service.

If you’re building a welcoming “family brand” that aims to instill a sense of familiarity and warmth, Carrefour’s brand book might have some great inspiration.

11. Shazam

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This Apple-owned app makes it easy to identify songs you hear in restaurants, shops, and pretty much anywhere else.

The company implements the same straightforward approach in its brand identity guidelines as it does in its user interface. It explains the important role its logo plays in identifying its brand and how to combine the logo with the watermark in different contexts.

Shazam also incorporates a little humor in its identity guide to keep things fun and interesting while driving home the brand’s personality.

12. Netflix

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More than 20 years after it was born, Netflix continues to grow in popularity as a cornerstone of the on-demand media market.

The company’s logo and “N” icon have practically grown into entities of their own.

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Because its brand is mostly recognized by this, it doesn’t concentrate on too much in its online brand guidelines except for the logo and symbol.

This shows that your brand guidelines only need to go as far as the scope of your brand.

Sometimes, the basics are all you need to effectively keep things in line.

13. Berkshire Hathaway HomeServices

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Berkshire Hathaway HomeServices offers a suite of tools to US home buyers, sellers, or luxury real estate investors.

Its brand guide is comprehensive, covering 106 pages of information regarding color palettes, voice, and tone. It also provides pre-set guidelines for physical collateral like yard signage and printed stationery.

The genius of this style guide rests in its thoroughness. Every possible use case is outlined in the document to prevent misrepresentation or miscommunication. This applies to online platforms as well as offline brand interactions.

This is a great reminder that guides should focus on both the physical and digital elements of your brand. The more thorough they are, the more value they provide as you grow.

14. Hulu

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Hulu relays its original, fun, and friendly personality through its brand guidelines. The green and white color palette essentially screams “Hulu” and enables the subscription streaming service to promote consistent branding.

Hulu’s brand voice is bold, empathetic, controversial, and witty—freelancers and media creatives will get a feel for it as they go through its brand kit.

The company also includes examples of its illustration style, which aligns with its personality. Graphic designers can refer to it to create assets that reflect Hulu’s brand.

15. Visa

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Sweet and simple instructions do a great job representing this global payment brand.

Visa focuses on the effect of UX and online design on its logos and color elements. It self-identifies a digital tone of authentic, iconic, and smart.

An interesting addition to this brand guideline is its sensory elements. Visa goes into detail discussing the sight, sound, and haptics of its brand in an online environment. Because Visa payments can happen on thousands of apps, coherence in physical identity is a must.

Sensory feedback could be important to your brand guidelines if you own an ecommerce or digital-only brand.

Tips on how to create brand guidelines

1. Don’t be afraid to get specific

The more details, the better. If you’ve addressed this in your brand strategy, explain specific scenarios and uses for different colors, fonts, and imagery.

In Element Three’s brand guidelines, the company has an exact font for pretty much every communication channel.

The Typeface Usage section discusses the font name and style for titles and headlines, as well as body copy. These rules apply to multiple channels, including web and print content, emails, and internal employee events.

No room for uncertainty there.

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2. Name your primary color

If you want to go a step further in solidifying your brand, name your primary color.

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For example, Netflix calls its primary color “Netflix red,” and HubSpot uses “HubSpot orange.” Spotify uses—you guessed it—“Spotify green.”

In doing this, it creates an air of importance around your brand, while claiming the color as your private territory. (Spoiler alert: It’s not private, but it sure looks cool.)

This brand guidelines tip is so simple, it almost feels like cheating.

3. Brand your guidelines

The purpose of brand guidelines is to make sure your brand is always conveyed in the same way—and the document itself is no exception.

Think of it as another marketing material that showcases your brand’s vibe.

You can accomplish this by adding small touches that are in line with the guidelines you’re explaining.

For example, instead of numbering pages with plain black numbers, use your logo icon and color accents to make it your own. Use your brand colors and fonts in section headings, as well as in your explanations and descriptions.

Here’s an older iteration of the Quiqup brand, which used a fun curly Q in its logo and icon. The company extended this looped line throughout the brand guidelines document to create a visual flow while enforcing the visual identity.

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4. Get professional help

It would be a bit ironic if your brand guidelines looked like a hack job.

If nobody on your team has graphic design skills, consider hiring a professional to nail down the most important parts of your brand.

For a young business, this might feel like a steep investment, but as you know by now, your brand is a huge deal.

Look for more affordable options on freelance websites like 99designs, Fiverr, and Designhill. Where there’s a search bar, just type “brand guidelines” to see portfolios from available designers.

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Make your brand a consistent experience

As we already discussed, consistency is critical if you want your brand to stick in consumers’ minds. Every little detail counts, from your primary color all the way down to the font you use in your company emails.

Brand guidelines are a great tool for laying all of these rules out and ensuring that they’re always followed. Guidelines are especially helpful if you partner with other businesses that will be using your visual brand elements, like in promotions and advertisements.

By proactively making sure that everyone is always on the same page, you’ll have greater control over your brand image.

And as your business grows and matures, this will help to build a trustworthy and reliable experience for everyone who engages with it—which means more customers and more profits.

Brand guidelines FAQ

What are the components of brand guidelines

  • Color palette
  • Logo and logo guidelines
  • Typography
  • illustrations and other imagery
  • Voice

How do you create a brand guideline?

  • Come up with a great brand story.
  • Define your brand voice.
  • Include your logo and brand’s color palette.
  • Specify the visuals and imagery that reflect your brand image.
  • Put everything in a brand style guide.

15 Great Examples of Brand Guidelines (And Tips to Make Your Own) (23)

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Want to Learn More?


What are basic brand guidelines? ›

Brand guidelines are the set of rules that define the overall look and feel of your brand. They help you build a brand identity that your audience can recognize across all platforms. A comprehensive brand style guide outlines everything from your typography and color palette to your tone of voice and mission statement.

What are the 7 commonly used branding strategy? ›

Strategic branding helps you set yourself apart from your competition and build customer loyalty.
Let's discuss each branding method.
  • Attitude Branding. ...
  • Individual Branding. ...
  • Product Branding. ...
  • Co-Branding. ...
  • Minimalist Branding. ...
  • Brand Extension.
Apr 8, 2022

What is an example of guideline? ›

A guideline is a rule-of-thumb or suggestion that shows or tells you how to behave. If you want to stay healthy, you might want to follow the government's dietary guidelines. Sample guideline: go easy on the salt. In the 18th century, guideline referred to an actual line that you drew on fabric before cutting.

How do I create a brand guidelines template? ›

Now, go the extra mile: Create a polished brand guidelines presentation that's clear and easy to follow for everyone on your team.
  1. Emphasize consistency. ...
  2. Collaborate with your team. ...
  3. Set an example. ...
  4. Include a list of dos and don'ts. ...
  5. Save style choices for future presentations. ...
  6. Create your own brand guidelines templates.
Sep 29, 2022

How do you create a guideline? ›

How To Create Brand Guidelines In 5 Steps
  1. Select The Format. Before you create your guidelines, you need to know which medium they will be available in for access. ...
  2. Identify The Elements. ...
  3. Create The Brand Guidelines. ...
  4. Make The Guidelines Accessible. ...
  5. Update Your Brand Guide Regularly.
Apr 22, 2021

How do I create my own brand and product? ›

How to build a brand
  1. Research your target audience and your competitors.
  2. Pick your focus and personality.
  3. Choose your business name.
  4. Write your slogan.
  5. Choose the look of your brand (colors and font).
  6. Design your brand logo.
  7. Apply your branding across your business.
Oct 29, 2022

What are the 6 essential elements of a brand style guide? ›

There are six essential elements to the brand guidelines you create: brand story, logo, color palette, typography, image guidelines, and tone of voice. They make up the DNA of your Brand Style Guide. You may already have some of them in place.

What are the guidelines for creating brand name and give example? ›

10 tips for effective brand names
  • START WITH THE END IN MIND. As with all marketing, a clear brief is critical to success. ...
  • LESS IS MORE. ...

What are three examples of information that could be included in a style guide? ›

Depending on your organization, your style guide might include grammar and web standards, copy patterns, voice and tone guidelines, content types with examples, a word list (and a blacklist), and brand basics.

What is brand identity and guidelines? ›

Your brand identity guidelines do more than just outline and specify brand standards; they are expectations, to be used both internally and externally, that exemplify your brand – who you are, what you stand for, etc. – and help build consistent brand messaging to create lasting connections with consumers.

What are 5 branding strategies give some examples? ›

Here are five different types of branding strategies your company should consider.
  • Company Name Branding. Well-known brands leverage the popularity of their own company names to improve brand recognition. ...
  • Individual Branding. ...
  • Attitude Branding. ...
  • Brand Extension Branding. ...
  • Private-Label Branding.
Aug 6, 2018

What are branding 3 examples? ›

Branding is the process of communicating a unique selling proposition, or differential, that sets a product or service apart from the competition. Examples of branding techniques include the use of logos, taglines, jingles or mascots.

How do you write general guidelines? ›

General writing guidelines¶
  1. Write in active voice. In general, write in active voice rather than passive voice. ...
  2. Use the present simple tense. ...
  3. Write in second person. ...
  4. Use appropriate mood. ...
  5. Keep sentences short. ...
  6. Avoid ambiguous titles. ...
  7. Be clear and concise. ...
  8. Write objectively.

What are the three types of guidelines? ›

Read this article to learn about the three important types of guidance, i.e, (1) Educational Guidance, (2) Vocational Guidance, and (3) Personal Guidance.

How do you write a guidelines template? ›

The proposed guideline manuscript template includes: (1) title for guideline identification, (2) abstract, including a summary of key recommendations, (3) overview of all recommendations (executive summary), and (4) the main text, providing sufficient detail about the entire process, including objectives, background, ...

How do I make a quick guide? ›

We've included them to provide absolute clarity, a principle that you should consider following in your quick start guide writing process.
  1. Identify the objective(s) ...
  2. Show don't tell. ...
  3. Define the scenarios. ...
  4. Research the user. ...
  5. Assume a low level of understanding. ...
  6. Add headings and timings. ...
  7. Keep it simple, but descriptive.
May 12, 2020

What should be in a guideline? ›

The proposed guideline manuscript template includes: (1) title for guideline identification, (2) abstract, including a summary of key recommendations, (3) overview of all recommendations (executive summary), and (4) the main text, providing sufficient detail about the entire process, including objectives, background, ...

What is a guideline plan? ›

guide plan means a plan that serves as a legally binding framework of future planning action by central, provincial and local authorities, and as a clear guideline for development actions by the private sector as well as all levels of the public sector.

What are the 4 steps of branding? ›

If you are part of a marketing team tasked with building your company's brand, you can follow these four steps:
  • Determine your target audience.
  • Position your product and business.
  • Define your company's personality.
  • Choose a logo and slogan.
Oct 7, 2019

What is an example of a brand? ›

What Are Brand Examples? Although brands are generally intangible, we often associate things like products and names with brands. Examples include Apple, Nike, Coca-Cola, Advil, and Tylenol.

What is brand style guidelines? ›

A brand style guide is a holistic set of standards that defines your company's branding. It references grammar, tone, logo usage, colors, visuals, word usage, point of view, and more.

What is the golden rule in promoting a brand? ›

The biggest golden rule is to carefully identify what your clients need and want, and then to show them that you can provide them with the service that will meet those needs. You need to have a direct connection with your target market to get the best return on investment from your marketing spend.

What are the 5 elements that make a strong brand? ›

But, unless you've carefully considered and defined ALL five of the key brand elements—position, promise, personality traits, story, and associations—you still have work to do.

How do I create my own brand name? ›

Follow these steps to come up with a brand name that's sure to turn heads and invite consumers to learn more:
  1. Determine your brand's values.
  2. Get to know your target market.
  3. Brainstorm potential brand names.
  4. Conduct a linguistic screening.
  5. Make sure your name is available.
  6. Test it!
  7. Incorporate your brand name everywhere.
Jan 27, 2021

How do you create a unique brand name? ›

Designing your brand name
  1. Step 1: Identify your target audience. ...
  2. Step 2: Define your brand personality. ...
  3. Step 3: Make a list of brand name ideas. ...
  4. Step 4: Narrow your list. ...
  5. Step 5: Check for availability. ...
  6. Step 6: Test your shortlist of potential brand names.

How do you create a strong brand name? ›

In order to do that, make sure the name you choose meets the following criteria:
  1. Distinctive. In order to be memorable, stand out from the competition, and avoid confusion among your target audiences, a strong brand name must be distinct—especially within your industry. ...
  2. Authentic. ...
  3. Memorable. ...
  4. Enduring. ...
  5. Defensible.
Sep 19, 2018

What are the 3 C's of branding? ›

The 3 Cs of Brand Development: Customer, Company, and Competitors. There is only a handful of useful texts on strategy. Any MBA student will be familiar with these: Competitive Advantage and Competitive Strategy by Michael Porter.

Which are the three most widely used style guides? ›

The most frequently used style guides in academic writing include the Publication Manual of the American Psychological Association (APA), the Modern Language Association's MLA Style Manual, and the Chicago Manual of Style (CMOS).

What are style guides give two examples? ›

A style guide is a set of standards for the writing, formatting, and design of documents. A book-length style guide is often called a style manual or manual of style (MoS or MOS). (Typical examples include the Chicago Manual of Style and the AMA Manual of Style.)

Why is a brand style guide important? ›

A brand style guide (also known as a brand book or brand guide) acts as a key document that helps content creators communicate a consistent message to your audience, so it's a great asset for creating consistent, on-brand content. Your brand style guide communicates your company's design standards to your whole group.

What are the 10 guidelines to build a brand? ›

A 10-Step Brand Development Strategy
  • Consider your overall business strategy. ...
  • Identify your target clients. ...
  • Research your target client group. ...
  • Develop your brand positioning. ...
  • Develop your messaging strategy. ...
  • Develop your name, logo and tagline. ...
  • Develop your content marketing strategy. ...
  • Develop your website.
Sep 21, 2022

What are the 7 elements of brand identity? ›

These seven elements of a strong brand will help you cultivate a strong, positive brand image to tell the world the right story.
  • Purpose-driven. ...
  • Unique. ...
  • Knows its target market. ...
  • Stays on-brand at all times. ...
  • Authentic. ...
  • Thick-skinned.
May 2, 2018

What is an example of brand identity? ›

Typically, any brand asset is a component of your brand identity. Nike's iconic swoosh logo, for instance, is part of the company's brand identity, and it's an important one that has become synonymous with the brand – even though it doesn't include the company's name.

What are brand guidelines of a brand? ›

Brand guidelines are the standards and rules an organization uses to maintain brand consistency across channels. They define the framework for visual, verbal, or written communication and they set the foundation for a solid brand to grow and thrive.

What is branding and give 5 examples of branding? ›

Branding is the process of communicating a unique selling proposition, or differential, that sets a product or service apart from the competition. Examples of branding techniques include the use of logos, taglines, jingles or mascots.

What are the 3 R's of branding? ›

Hootsuite describes the three Rs of influence as: Relevance: The influencer shares content relevant to your business and industry. Reach: The number of people that can be reached through the influencer's follower base. Resonance: The level of engagement an influencer can create with an audience relevant to your brand.

What are the 4 C's of branding? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4 C's determine whether a company is likely to succeed or fail in the long run.

What are the 6 Personal Branding types? ›

According to research, there are 6 main personas that best identify personal brand types - altruists, careerists, hipsters, boomerangs, connectors & selectives. Every branding type represents a motivation through which individuals share information and establish how they're seen within their industry.


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