21 Brand Style Guide Examples for Visual Inspiration

Growing a constant model begins with making a model model information. These branding rule books assist graphic designers, entrepreneurs, internet builders, group managers, and even product packaging departments all keep on the identical web page, and current a unified imaginative and prescient of the model to the general public.

The perfect manufacturers stick in our brains as a result of their presence is outlined by the repetition of the identical brand, fonts, colours, and pictures. As soon as we see them sufficient, they turn out to be immediately recognizable, bringing us a transparent sense of reliability and safety. All of that is attainable when every member of your group adheres to a cohesive model model information.

Free Download: How to Create a Style Guide [+ Free Templates]

On this article, we’ll go over what model pointers are, the weather of a mode information, and a few superb examples of them in motion to make use of as inspiration to your subsequent branding venture or web site redesign.

Image essentially the most recognizable manufacturers you may consider. Likelihood is, you’ve got discovered to acknowledge them due to the consistency throughout the messaging — written or visible — these manufacturers broadcast. The identical model colours are mirrored throughout them. The language sounds acquainted. It is all very organized and, whereas not inflexible, it is cohesive.

Even when you work at a small firm, you may as well create a model model information that takes your organization’s visible identification to the following degree. However earlier than you sit right down to create your branding pointers, it’s important to take a step again and outline your model’s mission assertion and purchaser personas.

These strategic components will show you how to dive into the tactical parts of your model model information later.

Model Pointers Mission Assertion

Your mission assertion is an action-oriented assertion declaring your group’s objective, making it the compass of your model model information. It ensures that every one your content material is working towards the identical objective and connecting along with your viewers. This assertion can information your weblog and paid content material, advert copy, visible media, and slogan.

You’ll be able to both embody your mission assertion inside your model information, create a separate doc that you would be able to reference throughout the creation course of, or distill your mission assertion right into a slogan that you would be able to place on the head of your doc.

branding style guide: mission statement

Model Pointers Purchaser Persona

A purchaser persona is a fictional illustration of your splendid buyer. It contains particulars in your buyer’s job title, age, gender, {and professional} challenges — due to this fact stipulating for whom your model publishes content material.

Your purchaser persona guides your weblog content material, advert copy, and visible media, which may appeal to helpful leads and clients to what you are promoting.

Obtain our free useful resource on tips on how to create your individual model information with model pointers templates to observe. Making a constant model information is not simple, however with these instruments you may construct an unforgettable one with ease.

Subsequent, we’ll go over just a few components you’d discover in a model model information and which elements of a model they’ll affect.

Obtain our free useful resource on tips on how to create your individual model information with model pointers templates to observe. Making a constant model information is not simple, however with these instruments you may construct an unforgettable one with ease.

The Parts of a Model Type Information

A model model information encompasses way more than only a brand (though that’s essential, too). It visually encompasses every part your model is about — right down to what you are promoting’ objective. Listed below are some key components that make or break a model model information.


Your brand would possibly seem to be the best side of your branding pointers, however in actuality, it’s one of the vital complicated and most essential elements.

In your information, it’s best to embody a visible of your brand, clarify its design particulars, and describe how it may be utilized by exterior and inside publishers (with or with out your model image, as an illustration, or with sure spacing necessities).

branding style guide: logo

You also needs to embody mistaken usages — i.e, you would possibly advise in opposition to rotating the design or curving the font. That approach, whether or not you or another person is publishing details about your organization, your brand appears constant all over the place.

In case your model is well-known and many shops publish details about you, you would possibly wish to present a whole doc outlining acceptable use insurance policies to your brand.

branding style guide: wrong logo usage example

Shade Palette

The colour palette might be one of the vital distinctive and recognizable elements of an organization’s branding pointers. It’s the group of colours your organization makes use of to design its model belongings, guiding each piece of visible content material created. These colour combos typically observe HEX or RGB colour codes, and govern your brand, internet design, printed advertisements, and occasion collateral.

branding style guide: color palette

A model colour palette shouldn’t solely embody your main colour, but additionally all kinds of secondary, tertiary, and impartial colours. It will let you give you extra dynamic and assorted designs within the content material creation stage. In the event you don’t outline an array of choices, you may run the danger of getting your group create content material with random secondary colours, which may look inconsistent.


Typography is a visible factor of your model model information that goes past the font you utilize in your organization brand. It helps your model’s design right down to the hyperlinks and replica in your web site — even your tagline. We advocate specifying a main and secondary font, with a mix of serifs and font weights for various use instances.

Bear in mind, the objective of your branding pointers is to empower your individuals and exterior stakeholders to create constant however assorted collateral on behalf of your model. You don’t wish to restrict them with a single font possibility.

As an illustration, HubSpot’s main font is Lexend Deca (sans-serif), whereas our secondary font is Queens (serif). They’re each built-in in our group’s CMS, CMS Hub, and our design instrument, Canva, the place we are able to use all kinds of font weights to create belongings. branding style guide: font and typography

Don’t overlook: Typography performs a significant position in your web site’s consumer expertise, so that you wish to be sure it’s visually interesting whereas additionally being accessible and straightforward to learn.

Imagery and Iconography

You could possibly solely embody your brand, colours, and fonts in your pointers, however when you’d prefer to create a stronger model information, take into account together with authorised imagery, pre-designed icons, and customized symbols to your firm to make use of throughout your web site and print collateral.

In case your price range is smaller, you may advocate photographic kinds (i.e candid versus staged, etcetera), after which direct content material creators to your most popular inventory picture supplier (i.e. Shutterstock, Unsplash). Alternatively, you may fee an organization photoshoot at a studio and make the ensuing pictures out there for artistic use.

branding style guide: brand symbols example

Symbols and icons may also be a terrific addition to your branding pointers. As with photographs, you may all the time discover free icons on-line and advocate what to make use of versus what to not use — as an illustration, you would possibly choose to make use of define icons solely, and never full-color. You can even fee customized icons from a contract graphic designer.

Model Voice

If your organization visuals are the flesh and bones of your model information, your model voice is the beating coronary heart.

branding style guide: brand voice

The significance of your model voice can’t be overstated. Whether or not you need your organization’s persona to be pleasant and informal, or distant and formal, you wish to make it simple for entrepreneurs, salespeople, and content material creators in your group to know tips on how to characterize your model on-line. It will guarantee constant messaging throughout all channels.

You can even embody a full editorial model information. The job of an editorial model information is to commit an editorial stylebook on tips on how to phrase sure merchandise, checklist subjects the model can and can’t write about, and different firms it could point out. Your editorial model information can information your weblog content material, video scripts, web site and touchdown web page copy, PR speaking factors, and information base articles.

As you may see, the aim of the model model information is to type and keep all the numerous components of an organization that, when mixed, spell out your entire model because it’s acknowledged.

Intrigued? Take a look at 21 of the perfect ones we might discover.

1. Medium

Medium easy model model information emphasizes utilization of its brand, wordmark, and image. Medium’s brand is the model’s main graphic factor and was created to really feel “assured, premium, timeless, and trendy.”

See the complete model information right here.

medium logo usage guidelinesexamples of incorrect usage of Medium's logo

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2. Walmart

Walmart is among the world’s largest and most recognizable manufacturers, so it is no shock that its model information is extraordinarily thorough.

The information contains the model’s brand, pictures, typography, illustrations, iconography, voice, editorial model, and extra. Walmart’s colour palette is so integral to its model identification that its main colour known as “Walmart Blue.”

See the complete model information right here.

example of logo usage in walmart's brand guide

walmart brand color guidelines

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3. Asana

Asana’s easy model information highlights its brand and colour palette. It additionally explains tips on how to correctly use the model’s belongings.

See the complete model information right here.

logo usage examples in asana's brand guidelines

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4. Skype

Everybody’s favourite video chat platform additionally has a squeaky-clean model information for its model. Skype, now owned by Microsoft, focuses totally on its product phrasing and brand placement.

See the complete model information right here.

skype brand style guide logo and icon usage

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5. Barre & Soul

Barre & Soul’s model model information contains variations of its brand, brand spacing, secondary logos, supporting imagery, and a five-color colour palette.

See the complete model information right here.

barre & soul brand style guide

barre & soul brand style guide logo imagery and color palette

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6. Spotify

Spotify’s model information would possibly seem easy and inexperienced, however there’s extra to the model than only a lime inexperienced circle. Spotify’s colour palette contains three colour codes, whereas the remainder of the corporate’s branding pointers focus closely on brand variation and album paintings.

The model information even means that you can obtain an icon model of its brand, making it simpler to characterize the corporate with out manually recreating it.

See the complete model information right here.

spotify brand style guidespotify brand icon usage guidelines

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7. Starbucks

Starbucks’ interactive model model information contains particulars about tips on how to use its core components corresponding to the enduring Siren brand and inexperienced colour palette.

Plus, the information incorporates a visible spectrum of how their artistic belongings can be utilized throughout completely different channels in addition to case research of various seasonal campaigns and product launches.

See the complete model information right here.starbucks siren logo presented in its brand style guide

starbucks sodo sans typeface guidelines in brand style guide

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8. Paris 2024

Paris 2024’s model identification pays homage to the 1924 Olympic Video games by way of Artwork Deco impressed design. The enduring emblem, colour scheme, typeface, and iconography are all detailed in its model information. Better of all, designers utilized eco-branding strategies to Paris 2024’s model supplies to scale back the quantity of ink and paper wanted for bodily supplies in addition to restrict the ability and information consumption on digital components.

See the complete model information right here.

paris 2024 olympics brand identity overviewparis 2024 olympics emblem as presented in its style guide

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9. City Outfitters

Pictures, colour, and even tone of voice seem in City Outfitters’ California-inspired model pointers. Nevertheless, the corporate is not shy to incorporate details about its splendid shopper and what the model believes in, as nicely.

See the complete model information right here.

Brand style guide for Urban Outfitters with black and white logo variations

urban outfitters brand style guide

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10. Like to Trip

Like to Trip, a biking firm, is all about colour selection in its visually pleasing model information. The corporate’s model pointers embody 9 colour codes and tons of element about its secondary logos and imagery.

See the complete model information right here.

Color palette for Love to Ride with nine cool colors in circular icons

Infographic guidelines for Love to Ride

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11. Barbican

Barbican, an artwork and studying middle in the UK, sports activities a loud but easy model information focusing closely on its brand and supporting typefaces.

See the complete model information right here.

barbican wordmark brand style guidelinesbarbican brand type family

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12. I Love New York

Regardless of its famously easy t-shirts, I Love New York has a model model information. The corporate begins its pointers with a radical rationalization of its mission, imaginative and prescient, story, target market, and tone of voice. Solely then does the model information delve into its brand positioning on numerous merchandise.

See the complete model information right here.

Brand style guide for I Love New York with logo and gridlinesi love new york brand style guide typography

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13. TikTok

TikTok’s model information is not only a information — it is an interactive model guide. First, it offers an in-depth look into the way it brings its model to life by way of design. Then, it offers an outline of its brand, co-branding, colour, and typography. At its core, TikTok is a model that “celebrates the relentless power, creativity, and expression of [its] customers.”

See the complete model information right here.

tiktok design idea and logo in its brand guidelines

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14. College of the Arts Helsinki

The model information of the College of the Arts Helsinki is extra of a artistic branding album than a conventional advertising information. It exhibits you dozens of contexts wherein you’d see this college’s provocative brand, together with animations.

See the complete model information right here.

university of the arts helsinki brand style guide typography

university of the arts helsinki brand style guide

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15. Ivy Lane Occasions

Ivy Lane Occasions’ daring model information is reflective of the edgy occasions the corporate produces. In it, you will discover a temper board with darkish, romantic visuals impressed by “victorian gothic model and classic guide artwork.” The information additionally particulars the right utilization design components such because the wordmark, main icon, secondary logos, colour, and typography.

See the complete model information right here.

ivy lane events brand overviewivy lane events color usage and logo guidelines

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16. Western Athletic Convention

The Western Athletic Convention’s model model information contains intensive details about its historical past, mission, and imaginative and prescient. It additionally highlights its member universities and athletic championships and awards it’s concerned with. The model components embody brand, colours, slogan, patch, and extra.

See the complete model information right here.


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17. Discord

Discord’s model information is as colourful and playful because the communities it serves. The model’s movement components are based mostly on the dot, which represents the Discord consumer interacting with others within the communities it belongs to. The information describes utilization of Discord’s typography, colours, and icon (lovingly named Clyde).

See the complete model information right here.

discord brand and logo usage guidelines

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18. Netflix

So far as its public model belongings are involved, Netflix is concentrated totally on the therapy of its brand. The corporate gives a easy algorithm governing the scale, spacing, and placement of its well-known capitalized typeface, in addition to a single colour code for its traditional pink brand.

See the complete model information right here.

netflix brand wordmark guidelinesnetflix brand color guidelines

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19. Scrimshaw Espresso

That includes a six-code colour palette, this “laid again,” “cool,” and “eclectic” model has numerous secondary logos it embraces in numerous conditions.

See the complete model information right here.

scrimshaw coffee brand mood boardscrimshaw coffee brand color palette

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20. NASA

NASA’s “Graphics Requirements Guide” is as official and complicated as you suppose it’s. At 220 pages, the information describes numerous brand placements, colour makes use of, and supporting designs. And sure, NASA’s house shuttles have their very own branding guidelines.

See the complete model information right here.

Red color palette of the NASA brand style guide

nasa brand style guide typography

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21. New York Metropolis Transit Authority

Like NASA, the NYCTA has its personal Graphics Requirements Guide, and it contains some fascinating typography guidelines for the numbers, arrows, and public transit symbols the typical commuter takes with no consideration day-after-day.

See the complete model information right here.

nycta brand style guide typography

nycta brand style guidelines

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Branding Pointers Ideas

If you wish to take your branding model information to the following degree, I like to recommend following these greatest practices, which the HubSpot Inventive group has used to disseminate branding info to the remainder of the HubSpot Advertising group.

This has not solely made my job as a blogger simpler, but additionally makes our branding really feel nicely thought-out and cohesive.

1. Make your pointers a branded doc.

Whether or not you’re publishing your branding pointers on-line or creating an inside presentation, take into account making the rules themselves a branded doc. Make sure the printed doc follows your established model voice, makes use of the symbols and imagery you’ve created, and employs the colours and typography that makes your model really feel such as you.

When our Inventive group rolled out a visible identification refresh for the HubSpot model, all of us acquired entry to a branded playbook that summarized all of the adjustments and described how we should always characterize HubSpot on-line shifting ahead. Not solely was I an enormous fan of the refresh, but additionally of the best way it was offered to our group in a branded doc.

You are able to do the identical, no matter your price range. Our Inventive group truly used a free instrument, Google Slides — so it’s completely doable for a small or freelance model!

2. Identify your model’s colours.

You’ve already chosen your colour palette — why go so far as naming the colours? Giving your colours distinctive names (apart from “blue” or “orange”) can assist you tie the tactical components of your branding into an general theme or ethos.

To not point out that it’s superior to have the ability to seek advice from firm colours by a novel title. Think about if we referred to as Solaris, HubSpot’s main model colour, “HubSpot Orange” — that merely doesn’t have the identical ring.

branding style guide tips: colors with custom names

In our visible identification refresh, our Inventive group brightened and intensified our colour palette, then renamed the person hues. They wrote, “Each colour, tint, and shade is predicated on central themes. […] Whether or not it’s a subway line in Paris, or a flower-lined road in Japan, the secondary colour names are a veritable tour of essential cultural and geographical touchstones from HubSpotters all around the world.”

Take into consideration what makes your model distinctive, and why you selected the colours that you simply did. As an illustration, when you work at a legislation agency that focuses on automotive accident instances, you would possibly select pink as one of many model colours and name it “Cease Mild.”

3. Create easy-to-use branded templates.

branding style guide: designed templates

Alongside your branding pointers needs to be templates to empower your group to simply design branded belongings, even when they’re not designers. At HubSpot, we preserve all of our templates in our group’s Canva account. There, anybody (myself included) can edit pre-made designs for any variety of use instances.

As a author on the HubSpot weblog, I’ve to create graphics to complement the knowledge I’m sharing. The branded templates made by our Inventive group have made my work a terrific deal simpler — and I can think about that it’s the identical for our Social Media group, when they should publish an replace on any one in every of HubSpot’s social media profiles.

Whether or not you run a small or giant enterprise, you may profit from creating at the very least one template that might be adjusted to completely different sizes. Not everyone seems to be a designer, however with templates, you may guarantee your model appears skilled regardless of who creates an asset.

4. Guarantee your branding is optimized for all channels.

branding style guide: different mediums

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Your branding pointers ought to embody completely different specs for various channels — or, alternatively, it’s best to have belongings and designs that may be adjusted for numerous channels and mediums. Not just for sizing functions, however for accessibility functions, too.

As an illustration, when you primarily market your model over Instagram and in your web site, then your branding ought to have internet accessible colours, in addition to Instagram-friendly designs and sizes. On Instagram, you would possibly wish to keep away from small, mild typography, and so your font ought to work nicely for that channel, too.

You don’t wish to considerably change your branding from channel to channel; it ought to work comparatively nicely regardless of the place you’re advertising your model.

Construct a Memorable Type Information of Your Personal

When you construct your distinctive model model information, clients will acknowledge your model and affiliate it with all of the visible cues you need them to. We hope you had been impressed by our checklist of wonderful model model guides and want you luck in making a timeless model of your individual.

Editor’s be aware: This submit was initially printed in January 2017 and has been up to date for comprehensiveness.

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