21 Model Fashion Information Examples I Love (for Visible Inspiration)

Creating a constant model begins with making a model type information. These branding rule books assist graphic designers, entrepreneurs, net builders, group managers, and even product packaging departments current a unified imaginative and prescient of the model to the general public.

marketer creating a brand style guide

The perfect manufacturers stick in our brains as a result of their presence is outlined by the repetition of the identical emblem, fonts, colours, and pictures. As soon as we see them sufficient, they change into immediately recognizable. All of that is potential when every member of your crew adheres to a cohesive model type information.

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

So, what’s a model type information? On this article, I am going to go over the weather of a method information and share some superb examples of them in motion to assist encourage your subsequent branding venture or web site redesign.

Desk of Contents

Image probably the most recognizable manufacturers you’ll be able to consider.

Likelihood is, you have discovered to acknowledge them resulting from one of many following causes:

  • There is a written or visible consistency throughout the messaging.
  • The identical model colours are mirrored throughout each asset.
  • The language sounds acquainted.
  • It‘s all very organized and, whereas not inflexible, it’s cohesive.

However earlier than you sit all the way down to create your branding pointers, I would suggest taking a step again and outline your model’s mission assertion and purchaser personas.

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

Model Pointers Mission Assertion

To me, your mission assertion is the compass of your model type information. It‘s an action-oriented assertion declaring your group’s function.

This assertion ensures that every one your content material is working towards the identical objective and connecting along with your viewers. It might probably additionally information your weblog and paid content material, advert copy, visible media, and slogan.

Professional tip: You’ll be able to both embody your mission assertion inside your type information, create a separate doc for reference, or distill your mission assertion right into a slogan that you may place on the head of your doc.

Model Pointers Purchaser Persona

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

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

Professional tip: Obtain our free useful resource under on methods to create your individual type information with model pointers templates to observe. Making a constant type information is not straightforward, however with these instruments you’ll be able to construct an unforgettable one with ease.

The Components of a Model Fashion Information

A model type information encompasses far more than only a emblem (though that’s essential, too). It visually encompasses every little thing your model is about — all the way down to what you are promoting’ function.

Listed below are some key parts that I consider make or break a model type information.


Your emblem may look like the only side of your branding pointers, however in actuality, I‘d argue it’s one of the vital complicated and most essential components.

In your information, it is best to:

  • Embody a visible of your emblem.
  • Clarify the design particulars of your emblem.
  • Describe how your emblem can be utilized by exterior and inside publishers.

You must also embody fallacious usages — i.e, you may advise towards rotating the design or curving the font. That means, whether or not you or another person is publishing details about your organization, your emblem appears constant in every single place.

Professional tip: In case your model is well-known and many retailers publish details about you, you additionally may need to present a complete doc outlining acceptable use insurance policies in your emblem.

Shade Palette

In my view, the coloration palette might be one of the vital distinctive and recognizable components of an organization’s branding pointers.

It’s the group of colours your organization makes use of to design its model property, guiding every bit of visible content material created.

These coloration combos usually observe HEX or RGB coloration codes, and govern your emblem, net design, printed adverts, and occasion collateral.

Professional tip: A model coloration palette mustn’t solely embody your main coloration, but additionally all kinds of secondary, tertiary, and impartial colours. This can assist you to give you extra dynamic and diverse designs within the content material creation stage.

For those who don’t outline an array of choices, you’ll be able to run the chance of getting your crew create content material with random secondary colours, which might look inconsistent.


Typography is a visible factor of your model type information that goes past the font you employ in your organization emblem. It helps your model’s design all the way down to the hyperlinks and replica in your web site — even your tagline.

I like to recommend specifying a main and secondary font, with a combination of serifs and font weights for various use circumstances.

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

For example, HubSpot’s main font is Lexend Deca (sans-serif), whereas our secondary font is Queens (serif). They’re each built-in in our crew’s CMS, CMS Hub, and our design device, Canva, the place we are able to use them to create property.

Professional tip: Don’t neglect that typography additionally performs a serious function in your web site’s consumer expertise. You need to make certain it’s visually interesting whereas additionally being accessible and simple to learn.

Imagery and Iconography

You might be able to solely embody your emblem, colours, and fonts in your pointers.

Nonetheless, in case you’d wish to create a stronger type information, take into account together with accepted imagery, pre-designed icons, and customized symbols in your firm to make use of throughout your web site and print collateral.

In case your price range is smaller, you’ll be able to suggest photographic types (i.e candid versus staged, etcetera), after which direct content material creators to your most well-liked inventory picture supplier (i.e. Shutterstock, Unsplash).

Alternatively, you’ll be able to fee an organization photoshoot at a studio and make the ensuing images obtainable for artistic use.

Professional tip: Symbols and icons can be a fantastic addition to your branding pointers. As with images, you’ll be able to all the time discover free icons on-line and suggest what to make use of versus what to not use (e.g., outlines solely vs. full coloration).

You too can fee customized icons from a contract graphic designer.

Model Voice

If your organization visuals are the flesh and bones of your type information, I’ll say your model voice is the beating coronary heart.

The significance of your model voice can’t be overstated.

Possibly you need your organization’s character to be pleasant and informal, or it’s possible you’ll desire a extra distant and formal voice.

Both means, you need to make it straightforward for entrepreneurs, salespeople, and content material creators in your crew to know methods to characterize your model on-line. This can guarantee constant messaging throughout all channels.

You too can embody a full editorial type information. The job of an editorial type information is to commit an editorial stylebook on methods to phrase sure merchandise, record matters the model can and can’t write about, and different firms it will probably point out.

Your editorial type 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’ll be able to see, the aim of the model type information is to kind and preserve all the varied parts of an organization that, when mixed, spell out your entire model because it’s acknowledged.

Able to get began? HubSpot’s Model Package Generator might help you create all of those key branding and magnificence information parts with ease (and without spending a dime).

1. Medium

See the complete model information right here.

Picture Supply

What I like: Medium‘s easy model type information emphasizes utilization of its emblem, wordmark, and image. Medium’s emblem is the model’s main graphic factor and was created to really feel “assured, premium, timeless, and fashionable.”

2. Walmart

See the complete model information right here.

Picture Supply

What I like: The information contains the model‘s emblem, images, typography, illustrations, iconography, voice, editorial type, and extra. Walmart’s coloration palette is so integral to its model identification that its main coloration is named “Walmart Blue.”

3. Asana

See the complete model information right here.

Picture Supply

What I like: Asana‘s easy type information highlights its emblem and coloration palette. It additionally explains methods to correctly use the model’s property.

4. Skype

See the complete model information right here.

Picture Supply

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

5. Barre & Soul

See the complete model information right here.

Picture Supply

What I like: Barre & Soul’s model type information contains variations of its emblem, emblem spacing, secondary logos, supporting imagery, and a five-color coloration palette.

6. Spotify

See the complete model information right here.

Picture Supply

What I like: Spotify‘s coloration palette contains three coloration codes, whereas the remainder of the corporate’s branding pointers deal with emblem variation and album paintings. The type information even permits you to obtain an icon model of its emblem, making it simpler to characterize the corporate with out manually recreating it.

7. Starbucks

See the complete model information right here.

Picture Supply

What I like: Starbucks’ interactive model type information contains particulars about methods to use its core parts equivalent to the enduring Siren emblem and inexperienced coloration palette. Plus, the information incorporates a visible spectrum of how their artistic property can be utilized throughout completely different channels.

8. Paris 2024

See the complete model information right here.

Picture Supply

What I like: Paris 2024’s model identification pays homage to the 1924 Olympic Video games by Artwork Deco impressed design. Better of all, designers utilized eco-branding strategies to cut back the quantity of ink and paper wanted for bodily supplies in addition to restrict the facility and knowledge consumption on digital parts.

9. City Outfitters

See the complete model information right here.

Picture Supply

What I like: Images, coloration, and even tone of voice seem in City Outfitters‘ California-inspired model pointers. Plus, the corporate isn’t shy to incorporate details about its supreme client and what the model believes in.

10. Like to Journey

See the complete model information right here.

Picture Supply

What I like: Like to Journey, a biking firm, is all about coloration selection in its visually pleasing type information. The corporate’s model pointers embody 9 coloration codes and tons of element about its secondary logos and imagery.

11. Barbican

See the complete model information right here.

Picture Supply

What I like: Barbican, an artwork and studying heart in the UK, sports activities a loud but easy type information focusing closely on its emblem and supporting typefaces.

12. I Love New York

See the complete model information right here.

Picture Supply

What I like: Regardless of its famously easy t-shirts, I Love New York has a model type 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 type information delve into its emblem positioning on varied merchandise.

13. TikTok

See the complete model information right here.

Picture Supply

What I like: TikTok‘s type information isn’t only a information — it is an interactive model ebook. First, it offers an in-depth look into the way it brings its model to life by design. Then, it offers an summary of its emblem, co-branding, coloration, and typography.

14. College of the Arts Helsinki

See the complete model information right here.

Picture Supply

What I like: The type information of the College of the Arts Helsinki is extra of a artistic branding album than a standard advertising and marketing information. It exhibits you dozens of contexts during which you‘d see this college’s provocative emblem, together with animations.

15. Ivy Lane Occasions

See the complete model information right here.

Picture Supply

What I like: Ivy Lane Occasions‘ daring type information is reflective of the edgy occasions the corporate produces. In it, you’ll discover a temper board with darkish, romantic visuals impressed by “victorian gothic type and classic ebook artwork.”

16. Western Athletic Convention

See the complete model information right here.

Picture Supply

What I like: The Western Athletic Convention’s model type information contains in depth 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.

17. Discord

See the complete model information right here.

Picture Supply

What I like: Discord‘s model information is as colourful and playful because the communities it serves. The model’s movement parts are based mostly on the dot, which represents the Discord consumer interacting with others within the communities it belongs to.

18. Netflix

See the complete model information right here.

Picture Supply

What I like: So far as its public model property are involved, Netflix is targeted totally on the therapy of its emblem. The corporate affords a easy algorithm governing the scale, spacing, and placement of its well-known capitalized typeface.

19. Scrimshaw Espresso

See the complete model information right here.

Picture Supply

What I like: That includes a six-code coloration palette, this “laid again,” “cool,” and “eclectic” model has plenty of secondary logos it embraces in varied conditions.

20. NASA

See the complete model information right here.

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What I like: NASA‘s “Graphics Requirements Handbook” is as official and complicated as you suppose it’s. At 220 pages, the information describes numerous emblem placements, coloration makes use of, and supporting designs. And sure, NASA’s house shuttles have their very own branding guidelines.

21. New York Metropolis Transit Authority

See the complete model information right here.

Picture Supply

What I like: Like NASA, the NYCTA has its personal Graphics Requirements Handbook, and it contains some fascinating typography guidelines for the numbers, arrows, and public transit symbols the typical commuter takes with no consideration each day.

Branding Pointers Suggestions

If you wish to take your branding type information to the subsequent degree, let HubSpot’s Model Package Generator do among the heavy lifting for you.

I would additionally suggest following the most effective practices under, which the HubSpot Inventive crew has used to disseminate branding data to the remainder of the HubSpot Advertising crew.

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.

Insights from HubSpot’s Inventive Group

When our Inventive crew rolled out a visible identification refresh for the HubSpot model, all of us obtained entry to a branded playbook that summarized all of the adjustments and described how we should always characterize HubSpot on-line transferring ahead.

Not solely was I an enormous fan of the refresh, but additionally of the way in which it was introduced to our crew in a branded doc.

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

2. Identify your model’s colours.

You’ve already chosen your coloration palette — why not go so far as naming the colours?

Giving your colours distinctive names (except for “blue” or “orange”) might help you tie the tactical parts of your branding into an general theme or ethos.

To not point out that it’s superior to have the ability to confer with firm colours by a singular identify. Think about if we known as Solaris, HubSpot’s main model coloration, “HubSpot Orange” — that merely doesn’t have the identical ring.

Insights from HubSpot’s Inventive Group

In our visible identification refresh, our Inventive crew brightened and intensified our coloration palette, then renamed the person hues.

They wrote, “Each coloration, 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 coloration names are a veritable tour of essential cultural and geographical touchstones from HubSpotters everywhere in the world.”

Take into consideration what makes your model distinctive, and why you selected the colours that you simply did. For example, in case you work at a legislation agency that makes a speciality of automotive accident circumstances, you may select crimson as one of many model colours and name it “Cease Mild.”

3. Create easy-to-use branded templates.

Alongside your branding pointers ought to be templates to empower your crew to simply design branded property, even when they’re not designers.

Insights from HubSpot’s Inventive Group

At HubSpot, we preserve all of our templates in our crew’s Canva account. There, anybody (myself included) can edit pre-made designs for any variety of use circumstances.

As a author on the HubSpot weblog, I’ve to create graphics to complement the data I’m sharing.

The branded templates made by our Inventive crew have made my work a fantastic deal simpler, and I can think about that it’s the identical for our Social Media crew.

Not everyone seems to be a designer, however with templates, you’ll be able to guarantee your model appears skilled irrespective of who creates an asset.

4. Guarantee your branding is optimized for all channels.

Your branding pointers ought to embody completely different specs for various channels.

Or, alternatively, it is best to have property and designs that may be adjusted for varied channels and mediums. Not just for sizing functions, however for accessibility functions, too.

Picture Supply

For example, in case you primarily market your model over Instagram and in your web site, then your branding ought to have net accessible colours, in addition to Instagram-friendly designs and sizes.

Nonetheless, you don’t need to considerably change your branding from channel to channel. It ought to work comparatively nicely irrespective of the place you’re advertising and marketing your model.

Construct a Memorable Fashion Information of Your Personal

When you construct your distinctive model type information, clients will acknowledge your model and affiliate it with all of the visible cues you need them to.

I hope you had been impressed by our record of wonderful model type guides and want you luck in making a timeless type of your individual.

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

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