30 Examples of Brand Guidelines

John Spacey, September 01, 2022

Brand guidelines is a document that outlines the visual and conceptual identity of a brand. These are rulebooks that align product design, product packaging, marketing communications, corporate communications and internal communications to a brand identity. In many cases, brand guidelines also outline the spirit, story, values and experience of a brand. The following are common elements of brand guidelines.

Brand Colors / Color Palette / Color Guide	Brand Experience
Brand Identity / Who We Are	Brand Illustrations
Brand Name (e.g. meaning, style and usage)	Brand Personality
Brand Philosophy	Brand Photography (specifications and examples)
Brand Positioning	Brand Promise
Brand Slogans	Button / Link Style
Color Usage	Core Values
Corporate Stationery	Font Specimens
Iconography /Icon Assets / How to Use Icons	Image Style
Logo Counterexamples (what you can't do to the logo)	Logo Variations
Media Assets	Mission & Vision
Mood Board	Signature Colors / Secondary Colors
Spacing & Sizing	Taglines
Target Customer / Target Audience	Typography / Branded Fonts
Voice & Tone	Writing Style Guide

Brand guidelines are focused on visual identity but some also try to convey the entire brand image, brand experience, position and target customer.

Some brand guidelines are highly technical specifications that give numbers for font spacing and so forth. Others try to convey a mood and style without technical specifications. The latter approach is important when you expect users of the brand guidelines to be creating their own media assets such as photography and illustrations.

30 Examples of Brand Guidelines

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