Logo Design Love

For graphic designers and all who love logos.

Identity style guides from around the world

It’s good to see how style guides are presented, so I collected a few.

Adobe brand guidelines

(Last updated: 03 July 2014)

  1. Adobe corporate brand guidelines (PDF)
  2. Alberta corporate identity manual
  3. Apple identity guidelines (PDF)
  4. Barbican identity guidelines (old)
  5. BASF summary of corporate design policy (PDF)
  6. Bath Spa University brand guidelines (PDF)
  7. Berkeley identity
  8. Best Buy brand identity
  9. Bitdefender brand guidelines
  10. Boston University brand identity standards
  11. Boy Scouts of America brand identity guide (PDF)
  12. British Council brand guidelines
  13. British Rail corporate identity manual
  14. Carnegie Mellon brand guidelines
  15. Channel 4 identity style guides
  16. Christopher Doyle identity guidelines
  17. Cisco logo usage and guidelines
  18. Code for America website style guide
  19. Columbia College Chicago brand identity manual
  20. Cornell University brand book
  21. Dropbox logos and branding
  22. Duke University style guide
  23. easyGroup brand manual (PDF)
  24. Edinburgh City brand identity guidelines (PDF)
  25. Esso Imperial Oil quick reference guide (PDF)
  26. Facebook brand assets
  27. Good Technology brand identity guide
  28. Google visual assets guidelines
  29. Haas School of Business identity standards style guide (PDF)
  30. Heineken company visual identity
  31. IEEE brand identity guidelines
  32. Jamie Oliver FRV brand guidelines
  33. Kew Royal Botanic Gardens brand guidelines (PDF)
  34. Liberty University brand identity policy
  35. Lloyd’s brand
  36. Macmillan identity guide
  37. MailChimp brand assets
  38. MasterCard brand center
  39. Microsoft corporate logo guidelines
  40. Mississauga’s Brand Story
  41. Mozilla Firefox branding
  42. NAMI identity guidelines
  43. National University of Singapore identity
  44. New York University identity and style guide
  45. NHS brand guidelines
  46. NYU-Poly identity style guide
  47. Ohio State University brand guidelines
  48. Ohio University brand standards
  49. Oregon State University brand identity guidelines
  50. Pacific University brand standards (PDF)
  51. Pearson logos and style guides
  52. Penguin logo guidelines
  53. Princeton University graphic identity (PDF)
  54. PRSA guidelines & logos
  55. Redfern brand identity guidelines (PDF)
  56. Saint Mary-of-the-Woods College style guide
  57. San Francisco International Airport identity program
  58. Santa brand book
  59. Skype brand book
  60. The Beano Comic brand guidelines (PDF)
  61. The Scout Association brand guidelines (PDF)
  62. The University of Texas brand guidelines
  63. Twitter brand assets and guidelines
  64. Ubuntu brand guidelines
  65. University of Arkansas graphic identity style guide
  66. University of California brand guidelines
  67. University of Cambridge identity guidelines
  68. University of East Anglia brand identity guidelines (PDF)
  69. University of Louisville brand graphics policy (PDF)
  70. University of Northern Colorado identity style guide (PDF)
  71. University of Wisconsin-Madison brand identity guidelines
  72. Vanderbilt University graphic standards
  73. Virginia Tech identity standards
  74. Walmart brand guidelines (PDF)
  75. Yale University identity guidelines
  76. Yelp styleguide

A few more in this handy resource: Find Guidelines. Via swissmiss.

Walmart logo guidelines

Firefox logo guidelines

University of East Anglia logo guidelines

Skype logo guidelines

Please leave a comment if you know of other good examples.

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

72 appreciated comments

  1. Mikko

    Hi, thanks for the awesome post!

    Android has pretty decent brand&visual guidelines too:
    http://developer.android.com/design/index.html
    http://developer.android.com/distribute/googleplay/promote/brand.html

  2. andrei

    This list is great!

    Because you asked, here’s a short but crisp one, for a small but growing branding agency:
    http://fabricadedesign.ro/guide/FDD_Brand_Guidelines.pdf

  3. Julio Fernandez

    I have a few good ones for your consideration. Where can I email the PDF?

  4. Jason

    Awesome reference resource. Thanks for sharing.

  5. Marie

    Great! Thanks for sharing.

    Even more design manuals.

  6. Paul

    What a GREAT resource…thank you!

  7. Todrick

    What a great list of examples. Thanks so much for sharing.

  8. Jeremy

    Christopher Doyle – good call!

  9. Awesome resources. Looooooveeeeeeeeee.

  10. Thanks for this, an excellent resource.

    Would the Paul Rand book for NeXT be considered a “Brand Style Guide”?

  11. This is a fantastic collection of guides. Definitely bookmarking it. Thanks.

  12. Diky

    Hi, David. This is great!

    Many thanks for sharing. :)

  13. Stefan

    Thanks a lot.

    Here are even more: http://www.ci-portal.de/styleguides/

  14. Alina Wheeler

    What an extraordinary reference. Thank you. What a smart way to protect and preserve an organization’s valuable asset.

  15. Thank you for sharing, some very useful references!

  16. Hi everyone. I’m glad the resource is of some use, and thanks a lot for the extra links. I’ve updated the post.

  17. Emilie

    Amazing! Thank you so much, always looking for examples to show to students, this is great!

  18. I know I have posted above. But I was wondering if anyone here charges additionally for the style guide. I would include it on larger projects that are fully funded but not for smaller ones. Would be good to hear others on this.

  19. Jon

    Thanks for this David – I can see a couple of weeks of heavy reading coming up!

    @Sean – I always charge for style guides; separately for large jobs, inclusively for small ones.

  20. Wow amazing list, nice collection David.

  21. Kiki

    Alright, if those other Universities are up there…

    University of Maryland trademark style guide
    http://www.trademarks.umd.edu/guidelines/um_visual_identity_guide.pdf

    University of Maryland web style guide
    http://www.umd.edu/web_guidelines/wrap/colors.cfm

  22. Hunter

    David: This is good stuff… thanks. It’s definitely a great resource to share with our students.

  23. Nath

    Amazing compilation!

  24. Evgeny

    That’s very impressive.
    If someone owns the HP new brand book, please share?
    Thanx

  25. This is great!

    The University of Connecticut has a nice one designed by Peter Good.

    http://www.logo.uconn.edu/

    Web and link to PDF version. (Get the PDF version!)

    Peter did a great job of differentiating the three identities a university typically has.
    – The academic and marketing identity (what most would think of as the main identity).
    – The athletics or mascot identity. Not designed by Peter and very clearly just for and controlled by the athletics department. It is one of the better animal identities because it is not growling or waving a fist or too cartoonish. Just a noble and faithful Husky dog!
    – The integration of the identity into other areas, like the university hospital system or the presidents office.

    UConn has a pretty simple color palette but, many academic systems also include extra Pantone colors to be used for marketing or just for the presidential or university seal (gold, etc.). I don’t consider the seal to be part of this but, it could be a fourth “symbol” as well. But only for presidents stationary and diplomas, etc.

    Stanford University just redid their system too! It uses an altered version of a Gerard Unger typeface.

    http://www.stanford.edu/group/identity/

    I also like Vanderbilt University’s. Designed by the great Malcom Grear!

    http://www.vanderbilt.edu/publicaffairs/cs/graphicstandards/

  26. Just great to find it all here, in one place.

  27. Lorevic

    Anyone know the agencies/designers behind these beautiful, functional pieces of artwork? May have a project that needs some good loving. Skeptical that these were all done internally, but I’ve been known to be wrong before. Thanks!

  28. The Microsoft branding guidelines are for the old logo.

  29. Thank you ever so much sir, such an excellent resource this is… & your website.

  30. Janne

    Dutch site with long list of links on the right, some dated

    http://hansstol.totaldesign.nl/nl/55.html

  31. University of Colorado Boulder branding
    http://brand.colorado.edu

    Thanks for the list!!

  32. Wow! What an awesome resource – thanks so much!

  33. I’m in the process of establishing a style guide for the City of Reno. This was a great blog post to come across for reference. Thank you!

  34. I wish I came across this while working on a brand book for a class I just finished up. Great collection of brand books, thanks!

  35. bongo mcginty

    And Ohio State’s re: their new logo.

    http://www.osu.edu/brand/about/

  36. Such a treasure! Thank you very much.

  37. Row

    You have no idea how useful this list is. Thank you!

  38. I love you for providing this!

  39. Paul

    Great resource, thanks!

  40. Anne

    Now I really have an idea about how brand identity styles are presented before the final branding. Cool!

  41. Carolina

    Really useful collection.
    I send here another contribution. :)
    http://www.edp.pt/pt/aedp/sobreaedp/marcaEDP/campanha/ManualMarcaEDP_22jul2011_v2.pdf

  42. The Ubuntu Brand Guidelines should be added to the list: http://design.canonical.com/the-toolkit/ubuntu-brand-guidelines/

  43. Great collection we all can learn something from :)

  44. Thanks for sharing these all in one place and providing such diversity. We used these to create our creative agency’s first complete Branding Guidelines: http://www.ocimageworks.com/file/OC-Identity-Standards-2013-web.pdf

  45. I have always been interested in brand standards and style guides. At what level of a brand do you think this is necessary to include with a logo design? All cases? I feel like the company paying for the branding has to want it. If you give them rights to the logo/branding they can really do whatever they want with it once it is out of your hands, right? David, do you include brand style guides with all the brands you develop?

  46. I don’t, Andy. I’ll offer some examples of how a design can be used in context, but hardly any of my projects need a guide the size of some of these. Generally, the bigger the company, the greater the need, because more people will want a say in how the design is implemented.

  47. Really interesting and useful resource to refer to in many ways. As a small and growing business made me think more about our own branding and in house style guides and how we should do it!

  48. What an excellent resource!

    Here is an external brand guide that I completed for a small company, Magpul Industries Corp.

    https://www.dropbox.com/s/rh0npryg7akx9a8/Magpul%202013%20Brand%20Guidelines_External%2020130821.pdf

  49. One that’s a personal pet-peeve: Twitter. I see it wrong in many places, even in places you would assume they’d know what they are doing. On the other hand, what the site Twitter has about their guidelines is quite thorough and complete.

    https://about.twitter.com/press/brand-assets

  50. These style guides are so useful.

    It is great to have access to these to use as a guideline to create a pro style guide.

  51. Nikki Bodnar

    Does anyone have any examples of brand books for non-profit organizations? Im looking for BCRF, MMRF, Susan B Komen, American Diabetes Association. Basically the larger charities that are more complex.

  52. What a boon this list is; I’m about to create my first branding guidelines/press book for a logo I created for a radio station. It will be great to see how so many other designers and brands have handled showing the dos and don’ts. Thanks!

  53. Cool collection of styleguides :-)

    Future request: Would it be possible to add a sorting for “Recently Added” in the list?

    Here’s a contribution from the identity kings in my country, Kontrapunkt.
    https://www.nib.int/filebank/a/1383212828/2ad94c6c3ec1d08768fd5885517e95c0/3367-NIB_Design_Manual_Version_1_1_Screen.pdf
    Online version: http://www.nib.int/designmanual

    Cheers!

  54. Abby

    If I’m looking for a specific fashion brand’s brand standards/style guide, would you be able to locate it?

  55. Dawn

    Does anyone have a style guide they have created that I could use as a template to get me started?

  56. Love this site, thanks David… highly appreciated.

  57. danny7

    A few pages of the NeXT guide. I tried to find a full PDF but this is all I got. Enjoy.

    http://jacobmorse.com/see/Next_Rand.pdf

  58. Rich

    Thanks for the information! It’s a one stop shop with a great peak into the professional world of guidelines and logos. These lists really help to give me a head start and are an excellent learning source. I am currently a design student looking for great design blogs to learn from and to gain more knowledge.

  59. Nice list. I’d like to see more brands from the NGO and BCC (Behaviour Change Communication) world. Anyone?

  60. Tomek

    Thanks again!

    Here’s something inspiring, too. More than only branding: http://www.google.com/design/


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