Identity style guides from around the world

British Rail identity guidelines

It’s helpful to see how style guides are presented, so I collected a few (some great, others not so much).

(Last updated: November 2016)

  1. Adobe corporate brand guidelines (PDF)
  2. Alberta corporate identity manual
  3. Apple Pay identity guidelines (PDF)
  4. Barbican identity guidelines (old)
  5. Bath Spa University brand guidelines
  6. Belfast brand identity guidelines
  7. Berkeley brand identity
  8. Best Buy brand identity guidelines
  9. Boston University brand identity standards
  10. Boy Scouts of America brand identity guide (PDF)
  11. British Council brand website (registration required)
  12. British Rail corporate identity manual
  13. Canadian National Railway Company visual identity guidelines (PDF)
  14. Carnegie Mellon brand guidelines
  15. Channel 4 identity style guides
  16. Christopher Doyle identity guidelines (PDF)
  17. Cisco logo usage and guidelines
  18. Code for America website style guide
  19. Columbia University visual identity (PDF)
  20. Cornell University brand book
  21. Dropbox logos and branding
  22. Duke University style guide
  23. easyGroup brand manual (PDF)
  24. Edinburgh Council brand guidelines (PDF)
  25. Eurosport brand guide
  26. Facebook brand assets
  27. Google visual assets guidelines
  28. GOV.UK elements
  29. Haas School of Business style guide
  30. Heineken visual identity
  31. IEEE brand identity guidelines
  32. Jamie Oliver FRV brand guidelines
  33. Kew Royal Botanic Gardens brand guidelines
  34. Liberty University brand identity policy
  35. Lloyd’s brand guidelines (PDF)
  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. NASA graphics standards manual (mid 1970s)
  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. Pizza Hut brand standards identity manual
  54. Princeton University graphic identity
  55. PRSA guidelines & logos
  56. Redfern brand identity guidelines (PDF)
  57. Saint Mary-of-the-Woods College style guide
  58. Santa brand book
  59. Sapo (PDF, in Portuguese)
  60. Skype brand book
  61. Sony USA brand identity guidelines version #3
  62. The Beano Comic brand guidelines
  63. The Scout Association brand guidelines (PDF)
  64. The University of Texas brand guidelines
  65. Twitter brand assets and guidelines
  66. Uber brand guide
  67. Ubuntu brand guidelines
  68. University of Arkansas style guides and logos
  69. University of California brand guidelines
  70. University of East Anglia brand identity guidelines
  71. University of Louisville brand
  72. University of Northern Colorado identity style guide (PDF)
  73. University of Wisconsin-Madison brand identity guidelines
  74. U.S. web design standards
  75. Vanderbilt University graphic standards
  76. Vimeo brand guidelines
  77. Virginia Tech identity standards
  78. Walmart brand center
  79. WordPress logos and graphics
  80. Yale University identity
  81. Yelp styleguide

Adobe brand guidelines

Walmart logo guidelines

Firefox logo guidelines

University of East Anglia logo guidelines

Skype logo guidelines

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

And get some website style guide resources on

75 responses

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

  2. 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.

  3. 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.

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

  5. This is great!

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

    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.

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

  6. 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!

  7. 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!

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

  9. 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?

  10. 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.

  11. 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!

  12. 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.

  13. 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!

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

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

  16. 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.

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

  18. I used this post back in 2013 and 2014 and it was great. Then you had the UVA brand identity guide. Do you still have that link? Thanks!

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