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21 Brand Style Guide Examples for Visual Inspiration

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21 Brand Style Guide Examples for Visual Inspiration


When it comes to building a memorable brand, it’s all about consistency. Like when you’re shopping for your favorite cereal or coffee at the grocery store, you want to be able to spot it from a mile away.

The best brands stick in our brains because their presence is defined by the repetition of the same logo, fonts, colors, and images. Once we see them enough, they become instantly recognizable, bringing us a clear sense of reliability and security.

Developing a consistent brand starts with creating a brand style guide. These branding rule books help graphic designers, marketers, web developers, community managers, and even product packaging departments all stay on the same page, and present a unified vision of the brand to the public.

In this article, we’ll go over what brand guidelines are, elements of a style guide, and some amazing examples of them in action to use as inspiration for your next branding project or website redesign.

What are brand guidelines?

Brand guidelines, also known as a brand style guide, govern the composition, design, and general look-and-feel of a company’s branding. Brand guidelines can dictate the content of a logo, blog, website, advertisement, and similar marketing collateral.

Picture the most recognizable brands you can think of. Chances are, you’ve learned to recognize them because of the consistency across the messaging — written or visual — these brands broadcast. The same brand colors are reflected across them. The language sounds familiar. It’s all very organized and, while not rigid, it’s cohesive.

Here are a few types of guidelines you’d find in a brand style guide and which parts of a brand they can influence.

Download our free resource on how to create your own style guide with brand guidelines templates to follow. Creating a consistent style guide isn’t easy, but with these tools you can build an unforgettable one with ease.

The Elements of a Brand Style Guide

A brand style guide encompasses much more than just a logo. It visually encompasses everything your brand is about — down to your business’ purpose. Here are some key elements that make or break a brand style guide.

  • Mission Statement: Your mission statement is the compass of your brand style guide. It ensures that all your content is working toward the same goal. This statement can guide your blog and paid content, ad copy, visual media and slogan.
  • Buyer Persona: A buyer persona is the fictional representation of your ideal customer. It includes details on your customer’s job title, age, gender and professional challenges — therefore stipulating for whom your brand publishes content. Your buyer persona guides you blog content, ad copy, and visual media.
  • Color Palette: Your color palette is a group of colors your company uses to design its brand, guiding every piece of visual content created. These color combinations often follow HEX or RGB color codes, and govern your logo, web design, printed ads and event collateral.
  • Editorial Style Guide: The job of an editorial style guide is to commit an editorial stylebook on how to phrase certain products, list topics the brand can and cannot write about, and other companies it can mention. Your editorial style guide can guide your blog content, video scripts, website and landing page copy, PR talking points and knowledge base articles.
  • Typography: Typography is a visual element of your brand style guide that goes beyond the font you use in your company logo. It supports your blog design down to the links and copy on your website — even your tagline.

As you can see, the purpose of the brand style guide is to form and maintain all of the various elements of a company that, when combined, spell out the entire brand as it’s recognized.

Intrigued? Check out 21 of the best ones we could find.

1. Medium

Medium emphasizes both typography and color in its brand style guide. Its guide also includes details related to the company’s “Purpose” and “Product Principles.”

See the full brand guide here.

Brand style guide from Medium, featuring a white, black, and green color palette.

Medium brand style guide typohgraphy

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2. Wolf Circus Jewelry

Wolf Circus Jewelry’s product is all about appearance. Naturally, the company’s style guide is too. The brand’s style guide includes the company’s mission statement, product details, typeface, logo variations, a color palette, and a separate set of guidelines just for advertisements.

See the full brand guide here.

Logo variations for Wolf Circus Jewelry

wolf circus jewelry color palette

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3. Ollo

Ollo is so into color and typography, it turned its style guide into a game. Click the link below to see how much you can manipulate the brand. It’s the perfect way to show content creators how creative they can get but also still adhere to Ollo’s specific typeface and color codes.

See the full brand guide here.

Ollo brand style guide color palette

ollo brand style guide typography

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4. Skype

Everyone’s favorite video chat platform also has a squeaky-clean style guide for its brand. Skype, now owned by Microsoft, focuses primarily on its product phrasing and logo placement.

See the full brand guide here.

skype brand style guide logo and icon usage

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5. Barre & Soul

Barre & Soul’s brand style guide includes variations of its logo, logo spacing, secondary logos, supporting imagery, and a five-color color palette.

See the full brand guide here.

barre & soul brand style guide

barre & soul brand style guide logo imagery and color palette

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6. Spotify

Spotify’s style guide might appear simple and green, but there’s more to the brand than just a lime green circle. Spotify’s color palette includes three color codes, while the rest of the company’s branding guidelines focus heavily on logo variation and album artwork. The style guide even allows you to download an icon version of its logo, making it easier to represent the company without manually recreating it.

See the full brand guide here.

spotify brand style guidelines logos and color palette

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7. Jamie Oliver

Jamie Oliver has an extremely thorough brand style guide, covering logo placement across all of its kitchenware products. The company also includes a large color palette with each color sorted by the product it should be shown on.

See the full brand guide here.

Brand style guide for Jamie Oliver with red tiled images showing photography restrictions

Typography guidelines for Jamie Oliver

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8. Herban Kitchen

Herban Kitchen has both a color and texture palette in its style guide. These guidelines help to show not just how the brand’s logo will appear, but how the company’s various storefronts will look from the outside to potential customers.

See the full brand guide here.

Brand style guide for Herban Kitchen with eight logo variations and six color code tiles

herban kitchen brand style guide

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9. Urban Outfitters

Photography, color, and even tone of voice appear in Urban Outfitters’ California-inspired brand guidelines. However, the company isn’t shy to include information about its ideal consumer and what the brand believes in, as well.

See the full brand guide here.

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

urban outfitters brand style guide

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10. Love to Ride

Love to Ride, a cycling company, is all about color variety in its visually pleasing style guide. The company’s brand guidelines include nine color codes and tons of detail about its secondary logos and imagery.

See the full brand guide 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 art and learning center in the United Kingdom, sports a loud yet simple style guide focusing heavily on its logo and supporting typefaces.

See the full brand guide here.

barbican brand style guide logo format

Typography guidelines in the style guide of Barbican art and learning centre

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12. I Love New York

Despite its famously simple t-shirts, I Love New York has a brand style guide. The company begins its guidelines with a thorough explanation of its mission, vision, story, target audience, and tone of voice. Only then does the style guide delve into its logo positioning on various merchandise.

See the full brand guide here.

Brand style guide for I Love New York with logo and gridlines

i love new york brand style guide typography

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13. Cisco

Cisco’s style guide isn’t just a guide — it’s an interactive brand book. The company takes website visitors page by page through its brand’s vision, mission, strategy, and even its promise before showing users their logo and allowing them to actually type using their proprietary typeface, “CiscoSans.” Where’s Cisco’s color palette, you ask? The business has a separate webpage for just that.

See the full brand guide here.

cisco brand style guide book

cisco brand style guide sans typography

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14. University of the Arts Helsinki

The style guide of the University of the Arts Helsinki is more of a creative branding album than a traditional marketing guide. It shows you dozens of contexts in which you’d see this school’s provocative logo, including animations.

See the full brand guide here.

university of the arts helsinki brand style guide typography

university of the arts helsinki brand style guide

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15. NJORD

NJORD’s minimalist style guide gives you everything you’d need to know to design using the brand’s logo and color palette for both web and print.

See the full brand guide here.

Brand style guide for NJORD with black and white logo and color palette

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16. Espacio Cultural

This cultural center in Argentina has a color palette that’s as elaborate as the artistic workshops it hosts. Nonetheless, the brand does a fantastic job of breaking down every last color code and logo placement you can find — from the building itself to the advertisements promoting it.

See the full brand guide here.

espacio cultural brand style guide

espacio cultural brand style guide

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17. Alienware

Video gamers know Alienware from its game-friendly computers, but the rest of the world knows it by the brand’s sleek aesthetic. The company organizes its brand style guide into four basic parts: voice, design, photography, and partner. The latter describes (and shows) how the brand interacts with partner brands, such as Star Wars.

See the full brand guide here.

Brand style guide and color palette for Alienware

alienware brand style guide sleek aesthetic

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18. Netflix

As far as its public brand assets are concerned, Netflix is focused primarily on the treatment of its logo. The company offers a simple set of rules governing the size, spacing, and placement of its famous capitalized typeface, as well as a single color code for its classic red logo.

See the full brand guide here.

netflix brand style guide logo

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19. Scrimshaw Coffee

Featuring a five-code color palette, this “laid back,” “friendly,” and “modern” brand has a number of secondary logos it embraces in various situations.

See the full brand guide here.

scrimshaw coffee brand style guide color palette and logos

scrimshaw coffee brand style guide

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20. NASA

NASA’s “Graphics Standards Manual” is as official and complex as you think it is. At 220 pages, the guide describes countless logo placements, color uses, and supporting designs. And yes, NASA’s space shuttles have their own branding rules.

See the full brand guide here.

The NASA Graphics Standards Manual white cover sheet brand style guide

Red color palette of the NASA brand style guide

nasa brand style guide typography

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21. New York City Transit Authority

Like NASA, the NYCTA has its own Graphics Standards Manual, and it includes some fascinating typography rules for the numbers, arrows, and public transit symbols the average commuter takes for granted every day.

See the full brand guide here.

nycta brand style guide typography

nycta brand style guidelines

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Build a Memorable Style Guide of Your Own

Once you build your unique brand style guide, customers will recognize your brand and associate it with all the visual cues you want them to. We hope you were inspired by our list of amazing brand style guides and wish you luck in creating a timeless style of your own.



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4 Reasons to Use Chatbots as part of your Digital Marketing Strategy

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4 Reasons to Use Chatbots as part of your Digital Marketing Strategy


Scan the leading websites in your industry – whatever your industry – and you’ll be struck by the ubiquity of chatbots.

Even five years ago, these automated tools were regarded as having a fairly niche set of uses, and were seen as so expensive and complicated that only the biggest brands were able to use them. But in the space of five short years, that’s all changed. Chatbots are now an incredibly important tool for businesses, and can be added to your customer-facing portals very easily.

Alongside the widespread adoption of these tools has also come an increasing recognition from customers: as we’ve previously pointed out, approximately 47% of customers are now open to shopping for items using a chatbot, and many now find them invaluable for searching for products.

This is not the only use of chatbots, however. Incorporating them into your digital marketing strategy has a number of key advantages, from increased lead generation to the ability to generate instant feedback on product ideas. In this article, we’ll take a look at four of these advantages, and show you how chatbots can improve the efficacy of your digital marketing.

1 – Lead generation

When it comes to generating leads, chatbots have a huge advantage over their human “colleagues” – they don’t have to sleep. This means that they can interact with customers 24 hours a day, 365 days a year, and can do so in real time. This means that potential customers don’t have to send an enquiry form, and wait for a response from one of your employees. Instead, you can offer them instant, tailored advice on your products.

That might sound like a small extra service to offer your customers, but research indicates that the impact it can have on your sales is enormous. Surveys indicate that about 64% of consumers see 24-hour service as the biggest benefit of chatbots.

These stats have led to a corresponding increase in the use of chatbots across a wide range of industries, and in many circumstances chatbots have been given high levels of responsibility in the sales process. Research shows that by 2019, over half of all companies were using automation for part of their businesses processes.

2 – Instant feedback

Another important advantage of integrating chatbots into your digital marketing campaigns is that they can be used to quickly and efficiently elicit feedback from your customers, and intelligently respond to these suggestions.

This is not a commonly mentioned advantage of chatbots, because many brands still see them mainly as a tool that requires data to function, rather than one that can be used as a source of business intelligence. It’s true that training chatbots to respond to customer queries normally requires large datasets, but there are other ways of using them that don’t require this level of technical infrastructure and knowledge.

A good example of this is the campaign that was run by Absolut Vodka in 2018. This marketing campaign, as reported by entrepreneur, used a chatbot to interact with potential customers over Facebook messenger. The purpose of this outreach was partially to perform a survey on the most popular vodka-based cocktails among Absolut’s customer base. However, the technique also led to a x2 conversion increase via Facebook messenger, and allowed Absolut to open another way to interact with their key customers.

3 – Data acquisition

Take the approach we’ve mentioned above to its logical extreme, and you’ll see that chatbots can actually be an incredibly useful and effective way of collecting data from your customers.

This technique is still in its infancy, but is already showing great promise. The idea is simple enough – since a chatbot (if correctly trained and used) can potentially interact with a huge number of customers simultaneously, it makes sense to use these bots to collect information on your customers, even if all this involves is a simple question about their habits.

This information can be used for a variety of purposes. First and foremost, chatbots asking customers to rate their experience, and to collect suggestions on how your sales process can be improved, can instantly help you to improve the efficacy of your customer service offering. Information like this can also be used to inform your SEO process, by providing a finer-grained analysis of how customers arrived at your site.

The potential applications of these data go way beyond on-site marketing, though. They can be used, in other words, to inform all of your marketing channels, including arguably the most important – email.

According to Ottawa-based software developer and online marketer Gary Stevens of Hosting Canada, email remains the most effective marketing channel today, stating “Despite some outcries to the contrary, email is far from dead and is, according to all statistics and expert predictions, actually gaining traction as a marketing modality, making it more important than ever before that you have the right systems in place to ensure you aren’t leaving any money on the table.”

And last but definitely not least, this information can be fed back into your chatbot itself, and used to train it to respond more effectively, and in a more sophisticated way, to your customers. In this way, using your chatbots to collect data is essentially a way of getting them to train themselves.

4 – Building a relationship

Finally, it’s worth recognizing that when used correctly, chatbots can work in parallel with human marketers towards the most important goal of all – building a truly engaged relationship with your customers.

This is often forgotten about, because many brands still see chatbot development frameworks as a way of automating away human marketers and customer service staff. This, however, is the wrong approach – instead of seeing chatbots as an automated replacement for humans, marketers should see them as an efficiency tool. Chatbots, ultimately, can save your human marketers time that they can then spend working on more useful tasks.

Taking this approach can provide real advantages to brands. This is because it’s not just your marketing team who will applaud you for making their jobs easier – your customers will also value the more streamlined purchase process that chatbots can provide.

Examples of this kind of approach can be found in many industries, but perhaps the most prominent is Pizza Hut’s chatbot. This tool is primarily focused on providing a friendly interface for customers making online purchases. However, as part of this service it also collects information on customers, and remembers it to speed up the checkout process for future purchases.

Automate your marketing

If, after running through the advantages above, you are ready to take your first step into the exciting world of chatbots, you now have plenty of options available to you.  There are a few solutions that provide ready-to-use chatbots requiring very little in the way of training.

These can be a great solution for new companies, or those who are relatively new to the world of advanced digital marketing and want to super-charge their data acquisition process. Just remember, whichever approach you take, that chatbots are there to help your marketing staff, not replace them.



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New AR advertising experience from Emodo’s partnership with 8th Wall

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New AR advertising experience from Emodo's partnership with 8th Wall


Ericsson’s mobile ad technology business, Emodo, today announced a partnership with web-based augmented reality (WebAR) company 8th Wall to establish an end-to-end WebAR advertising solution. This solution aims at providing agencies and brands the ability to create and distribute WebAR ad campaigns.

This end-to-end solution introduces new embeddable AR ad types, as well as giving advertisers the capability to place WebAR content inside ad units directly alongside publisher content. The 8th Wall-powered WebAR ad experiences are distributed through Emodo’s ad supply chain and audience targeting solutions.

Read more: Marketers look to upgrade their 3D digital experiences as the metaverse approaches

8th Wall’s WebAR experiences work in-browser, without requiring an app to download. They can be viewed on iOS and Android phones, desktop computers and AR or VR headsets. The embeddable AR ads enable viewers to experience the ad directly on the publisher’s page. It uses 8th Wall’s Inline AR capability, and is a unique ad format to 8th Wall and Emodo.

Why we care. Marketers want to use technology that is widely adopted and adaptable, which is what Emodo promises with this new partnership. With all the talk about VR experiences and the metaverse in recent months, it’s useful to step back and consider how experience has improved using all kinds of 3D imaging and augmented techniques, from virtual try-on to OOH digital billboards.

Emodo’s focus on mobile ads, along with 8th Wall’s app-free experience, gives marketers the opportunity to deliver a tech-forward AR ad to consumers who are out in the world, or in-store, close to a point of sale.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Building Your Brand Identity – A Complete Guide

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Building Your Brand Identity - A Complete Guide


What is the single most important thing every business must do?

We bet millions of thoughts are going through your mind, so let us answer the questions right now: A company has to build a unique brand identity in order to succeed. This is the only chance you have to distinguish your organization from competitors and grow your business steadily and long-term.

But how do you build a brand identity?

Well, this question has more than one answer as it requires a fair share of planning and strategic thinking to come up with a memorable brand identity. Our job is to help you with that, so here’s a complete guide on how to build a brand identity.

The Basics of the Concept

The sheer phrase ‘brand identity’ may sound obvious and self-explanatory, but it is actually vague and convoluted.

There are many definitions of the concept, but we like the one claiming that the brand identity is a set of ideas and features that a company wants people to connect in their minds with its products or brand. It is a broad explanation, but that’s just because brand identity is a broad phenomenon. Here are the major components of brand identity:

  • Logos, color schemes, fonts
  • Visual templates and graphic design
  • Images and iconography
  • Data visualization patterns
  • Videos materials, GIFs, animations, and illustrations
  • Content writing style

But the sum of all elements is not enough to make a great brand identity. On the contrary, it also needs to fulfill certain criteria in order to reach the desired level of quality.

Jake Gardner, a web designer at the best essay writing service, explains that brand identity has to be specific and different than competitors’ brand identities: “It also needs to be appealing and memorable because you want customers to remember it quickly. Besides that, it must be simple enough for different kinds of designers to apply it to their products.”

Practical Tips to Build the Brand Identity

Building a brand identity is obviously complicated, but it gets a lot easier if follow a few basic rules in a step by step manner. Here are the most important tasks on your to-do list:

1. See where you are right now

If you are about to launch a totally new company, you can skip step one. But most companies don’t think about brand-building from day one, so they need to reconsider it somewhere along the way. For this reason, it all starts with a question: What is the current status of the brand identity?

Our advice is to analyze the opinions of your employees, business partners, and clients in order to figure out how they perceive your company. This helps you distinguish between the pros and cons of the existing brand identity.

2. Make a plan

Now you know how all parties involved in the process see your business, but what is your point of view? How do you want people to perceive the brand?

It’s a critical step because you are the one who makes the plan and decides which way to go. This is exactly why it’s necessary to analyze the purpose of the business, its values, mission, and vision. It is also important to determine key brand messages and come up with a unique selling proposition.

3. Create a buyer persona

Who is your typical client? Is it a 15-year old girl or a retired police officer? Target groups vary significantly, so you have to create the average buyer persona and learn what really inspires this person to show interest in a brand and to take action.

4. Analyze your competitors

The next step is to analyze your competitors and see what they are doing to build a unique and memorable brand identity. Do it the same way you would analyze your own company. In other words, try and check all elements of their brand identities one by one.

The point is to pinpoint common features that you have to add to the strategy, too. On the other side, you also want to identify their weaknesses and learn how you can do better than other companies in your niche.

5. Create brand identity visuals

After everything you’ve done so far, creating brand identity visuals should be much easier for you and your team of designers. For instance, if the audience consists of young and passionate individuals, you know your visual messages need to be direct, clear, upbeat, and energetic.

The logic applies to all elements of the brand identity, but the most important thing is to make it work for the official logo, color scheme, and website.

The Bottom Line

Building a powerful brand identity is a key marketing task for every organization or company, but it’s not as simple and obvious as it may seem at first. In this post, we showed you a step by step guide on how to build a memorable brand identity. Do you think you can do it like this?

Author Bio:

Alice Jones is a full-time digital marketer and a part-time blogger from San Francisco, CA. As a member of the professional dissertation writing service, Alice is making blog posts about branding, entrepreneurship, and personal development. Besides that, she is a passionate traveler and a dedicated yoga practitioner.



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