Are you looking to create your own Brand Guide? These 15 successful global brands’ style guide examples will give you a lot of inspirations.
If you are looking to build a brand from scratch, I would recommend giving our ultimate branding checklist 2019 a quick read first.
These examples (15 to be exact!) are carefully picked by myself for a reason. They come from various sectors/niches. They are big players in their own industries. These brands are all visible, noticeable and most importantly fun!
Alright let’s get started!
NASA deal with space travel. Any minute error in their engineering could cost a lot in terms of lives and property. Is it then any wonder that they have such a detailed guide? I guess not!
I guess not!
Their style guide is as thorough as they come, with precise instructions on everything concerning their logo and color palette.
LUSH begins its style guide with a visually appealing color-guide, along with clear instructions written in print.
It then continues with a colorful font guide, giving it an overall magazine-like feel. This goes along well with the bright and colorful products LUSH is offering, such as bath bombs and fresh masks.
The colorful brand identity draws inspiration from its raw ingredients – such as those leafy greens and bright yellow honeycomb.
A clean, easy to understand and straightforward guide. The addition of LEGO minifigure characters also adds some vibrancy to it, giving it an all-round happy feel.
Its something you could consider as well – adding your brand mascot or character could lighten up your brand guide.
The Facebook guide is simple and stylistically similar to their app interphase, with its predominantly white, grey and blue layout.
It begins by briefly describing the logo vis a vis its terms of usage before going on to do the same for its ‘reactions’ feature. Their reaction emoticons are perhaps unique to their platform (i.e. Facebook and its Messenger app) – hence they also go quite a long way to spell out its proper use.
MAC is a leading cosmetic brand, with the promise to provide a creative makeup experience for their teeming clients. Style, confidence and poise seem to be their watch word, and this is encapsulated by their bold and colorful guide, set within a jet-black theme.
Their well-explained guide contains the required color palettes as well as their brand rules. Easy and to the point!
Spotify style guide is as simple as they come. The basic white and green layout may not seem like much, but it does quietly pack the punch with its few lines of design instructions.
Overall, its eclectic green look encompasses the feel they’d like to create with their music brand: energy and liveliness.
IKEA style guide is a lesson in symbolism: a concept that you can explore in creating your own brand. The blue and yellow contrast of their logo isn’t just a play on colors, but also representative of their country of origin, Sweden’s flag colors.
The guide doesn’t just stop at the logo colors. It goes into detailed description of the typography and logo descriptions.
Slack is an app that encourages team collaboration. That’s why I am seeing chat boxes design as part of its logo. The interaction of all shapes in the center also implies the idea of intersection and interaction.
As can be seen on its logo, the company seem to have a liking for simple geometric shapes of varying colors, and this theme finds its way into their style guide.
The key elements of the style guide include the usual subjects of typeface, colors and so on.
The Japanese company has a concise guide, though you get the sense that they’re unwilling to leave any stones unturned.
It has a simple color palette which is (from my perspectives) closely related to minimalism, as well as instructions on the proper typeface to use.
It also include its vision statements as part of the guide (even though a lot of other brand do too), we can see how its vision of “creating a simple, pleasant life” already manifests itself from its brand guide – being simplistic, minimalist and pleasant to read and follow.
The logo is minimalist and so is the company’s style guide. It delves into the origin of the logo design before laying down the requirements for the fonts/typeface to be used.
We particularly want to feature Nike Women because we do see a lot of photography, slogans and banners featuring women empowerment and power. To me, the font “Futura Bold” particularly help strengthen such message and vision.
The style guide ends with a few more guidelines on the acceptable color and image for the brand.
A cypher of sorts, the Airbnb style guide is as unusual as they come.
At first glance, you might only notice some symbols and small print in their enigmatic guide, but further inspection typically reveals the guidelines into their typography and color schemes.
I particularly love how the logo is derived. Inspired by the “people” element of connecting world travelers with local home owners and the “love” dedicated to immersing travelers into local cultural experiences while travelling, the logo embodies a concept that’s more than leasing your home. It’s about people sharing joy and love.
Adidas brand clearly care that their image identity isn’t misinterpreted, and this can be seen in the attention to detail in their style guide.
From the specifics of the logo elements to details of the typeface, adidas style guide goes the extra mile to keep you from confusion.
This brand guide is as detailed as they come. It basically touches everything from the design of the ribbon in the logo to the contour of the bottle.
The theme for the brand guide is called “image is everything” and you can tell that it clearly takes its brand image very seriously. You should as well.
The brand uses a lot of its Coke Red – which is basically the typical recognizable color that CocaCola is well known for. Well done!
This style guide is ridiculously simple and playful, just like the chimp in their logo. And this is consistent with their brand story and identity.
The bold yellow themed guide has a few light instructions on the exact color hues as well as typeface acceptable.
The idea of explaining complex ideas via simple (and sometimes abstract) graphics is well spotted on. This is a hot key graphic trend in 2019. Not only is Mailchimp doing this, even Apple, BlackRock and other big players are doing the same. Yeah! Simple hand-drawn graphics do matter!
Why say anything when you can show it? This seems to be the idea behind netflix’s ‘wordless’ style guide.
The huge entertainment company has only provided pictures of its accepted logo and layout colors in its guide, and this seems to work.
So Now, What?
These 15 brands would probably be able give you some inspirations on what to include in your brand guide. If you are a beginner with no ideas in mind, you could start with a creating brand board.