21 Model Model Information Examples for Visible Inspiration


Growing a constant model begins with making a model type information. These branding rule books assist graphic designers, entrepreneurs, internet builders, group managers, and even product packaging departments all keep on the identical web page, and current a unified imaginative and prescient of the model to the general public.

The most effective manufacturers stick in our brains as a result of their presence is outlined by the repetition of the identical brand, fonts, colours, and pictures. As soon as we see them sufficient, they turn into immediately recognizable, bringing us a transparent sense of reliability and safety. All of that is attainable when every member of your staff adheres to a cohesive model type information.

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

On this article, we’ll go over what model pointers are, the weather of a mode information, and a few superb examples of them in motion to make use of as inspiration in your subsequent branding mission or web site redesign.

Image probably the most recognizable manufacturers you possibly can consider. Likelihood is, you’ve got discovered to acknowledge them due to the consistency throughout the messaging — written or visible — these manufacturers broadcast. The identical model colours are mirrored throughout them. The language sounds acquainted. It is all very organized and, whereas not inflexible, it is cohesive.

Even should you work at a small firm, you too can create a model type information that takes your organization’s visible id to the following degree. However earlier than you sit right down to create your branding pointers, it’s important to take a step again and outline your model’s mission assertion and purchaser personas.

These strategic components will enable you dive into the tactical parts of your model type information later.

Model Tips Mission Assertion

Your mission statement is an action-oriented assertion declaring your group’s function, making it the compass of your model type information. It ensures that each one your content material is working towards the identical aim and connecting together with your viewers. This assertion can information your weblog and paid content material, advert copy, visible media, and slogan.

You possibly can both embody your mission assertion inside your type information, create a separate doc you can reference through the creation course of, or distill your mission assertion right into a slogan you can place on the head of your doc.

branding style guide: mission statement

Model Tips Purchaser Persona

A buyer persona is a fictional illustration of your ideally suited buyer. It contains particulars in your buyer’s job title, age, gender, {and professional} challenges — due to this fact stipulating for whom your model publishes content material.

Your purchaser persona guides your weblog content material, advert copy, and visible media, which may entice invaluable leads and clients to your corporation.

Obtain our free useful resource on learn how to create your individual type information with model pointers templates to comply with. Making a constant type information is not simple, however with these instruments you possibly can construct an unforgettable one with ease.

Subsequent, we’ll go over just a few components you’d discover in a model type information and which elements of a model they’ll affect.

Obtain our free useful resource on learn how to create your individual type information with model pointers templates to comply with. Making a constant type information is not simple, however with these instruments you possibly can construct an unforgettable one with ease.

The Components of a Model Model Information

A model type information encompasses far more than only a brand (though that’s vital, too). It visually encompasses the whole lot your model is about — right down to your corporation’ function. Listed here are some key components that make or break a model type information.


Your logo may look like the only facet of your branding pointers, however in actuality, it’s some of the advanced and most vital elements.

In your information, you need to embody a visible of your brand, clarify its design particulars, and describe how it may be utilized by exterior and inner publishers (with or with out your model image, as an example, or with sure spacing necessities).

branding style guide: logo

You also needs to embody incorrect usages — i.e, you may advise towards rotating the design or curving the font. That approach, whether or not you or another person is publishing details about your organization, your brand appears constant in all places.

In case your model is well-known and many shops publish details about you, you may wish to present a complete doc outlining acceptable use insurance policies in your brand.

branding style guide: wrong logo usage example

Coloration Palette

The color palette might be some of the distinctive and recognizable elements of an organization’s branding pointers. It’s the group of colours your organization makes use of to design its brand assets, guiding every bit of visible content material created. These shade combos typically comply with HEX or RGB shade codes, and govern your brand, internet design, printed advertisements, and occasion collateral.

branding style guide: color palette

A brand color palette mustn’t solely embody your major shade, but in addition all kinds of secondary, tertiary, and impartial colours. This may will let you give you extra dynamic and different designs within the content material creation stage. When you don’t outline an array of choices, you possibly can run the danger of getting your staff create content material with random secondary colours, which may look inconsistent.


Typography is a visible ingredient of your model type information that goes past the font you employ in your organization brand. It helps your model’s design right down to the hyperlinks and duplicate in your web site — even your tagline. We advocate specifying a major and secondary font, with a mix of serifs and font weights for various use circumstances.

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

As an example, HubSpot’s major font is Lexend Deca (sans-serif), whereas our secondary font is Queens (serif). They’re each built-in in our staff’s CMS, CMS Hub, and our design instrument, Canva, the place we will use all kinds of font weights to create property. branding style guide: font and typography

Don’t overlook: Typography performs a serious position in your web site’s consumer expertise, so that you wish to be certain it’s visually interesting whereas additionally being accessible and straightforward to learn.

Imagery and Iconography

You could possibly solely embody your brand, colours, and fonts in your pointers, however should you’d prefer to create a stronger type information, think about together with accredited imagery, pre-designed icons, and customized symbols in your firm to make use of throughout your web site and print collateral.

In case your funds is smaller, you possibly can advocate photographic types (i.e candid versus staged, etcetera), after which direct content material creators to your most popular inventory picture supplier (i.e. Shutterstock, Unsplash). Alternatively, you possibly can fee an organization photoshoot at a studio and make the ensuing images accessible for inventive use.

branding style guide: brand symbols example

Symbols and icons can be a fantastic addition to your branding pointers. As with pictures, you possibly can at all times discover free icons on-line and advocate what to make use of versus what to not use — as an example, you may choose to make use of define icons solely, and never full-color. 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, your brand voice is the beating coronary heart.

branding style guide: brand voice

The significance of your model voice can’t be overstated. Whether or not you need your organization’s persona to be pleasant and informal, or distant and formal, you wish to make it simple for entrepreneurs, salespeople, and content material creators in your staff to know learn how to characterize your model on-line. This may guarantee constant messaging throughout all channels.

You too can embody a full editorial type information. The job of an editorial style guide is to commit an editorial stylebook on learn how to phrase sure merchandise, record subjects the model can and can’t write about, and different corporations 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 possibly can see, the aim of the model type information is to kind and preserve the entire varied components of an organization that, when mixed, spell out your complete model because it’s acknowledged.

Intrigued? Take a look at 21 of the perfect ones we may discover.

1. Medium

Medium easy model type information emphasizes utilization of its brand, wordmark, and image. Medium’s brand is the model’s major graphic ingredient and was created to really feel “assured, premium, timeless, and trendy.”

See the complete model information here.

medium logo usage guidelinesexamples of incorrect usage of Medium's logo

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2. Walmart

Walmart is without doubt one of the world’s largest and most recognizable manufacturers, so it is no shock that its model information is extraordinarily thorough.

The information contains the model’s brand, images, typography, illustrations, iconography, voice, editorial type, and extra. Walmart’s shade palette is so integral to its model id that its major shade is named “Walmart Blue.”

See the complete model information here.

example of logo usage in walmart's brand guide

walmart brand color guidelines

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3. Asana

Asana’s easy type information highlights its brand and shade palette. It additionally explains learn how to correctly use the model’s property.

See the complete model information here.

logo usage examples in asana's brand guidelines

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4. Skype

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 brand placement.

See the complete model information here.

skype brand style guide logo and icon usage

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5. Barre & Soul

Barre & Soul’s model type information contains variations of its brand, brand spacing, secondary logos, supporting imagery, and a five-color shade palette.

See the complete model information here.

barre & soul brand style guide

barre & soul brand style guide logo imagery and color palette

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6. Spotify

Spotify’s type information may seem easy and inexperienced, however there’s extra to the model than only a lime inexperienced circle. Spotify’s shade palette contains three shade codes, whereas the remainder of the corporate’s branding pointers focus closely on brand variation and album paintings.

The type information even lets you obtain an icon model of its brand, making it simpler to characterize the corporate with out manually recreating it.

See the complete model information here.

spotify brand style guidespotify brand icon usage guidelines

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7. Starbucks

Starbucks’ interactive model type information contains particulars about learn how to use its core components reminiscent of the long-lasting Siren brand and inexperienced shade palette.

Plus, the information includes a visible spectrum of how their inventive property can be utilized throughout totally different channels in addition to case research of various seasonal campaigns and product launches.

See the complete model information here.starbucks siren logo presented in its brand style guide

starbucks sodo sans typeface guidelines in brand style guide

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8. Paris 2024

Paris 2024’s model id pays homage to the 1924 Olympic Video games by Artwork Deco impressed design. The enduring emblem, shade scheme, typeface, and iconography are all detailed in its model information. Better of all, designers utilized eco-branding strategies to Paris 2024’s model supplies to scale back the quantity of ink and paper wanted for bodily supplies in addition to restrict the facility and information consumption on digital components.

See the complete model information here.

paris 2024 olympics brand identity overviewparis 2024 olympics emblem as presented in its style guide

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9. City Outfitters

Pictures, shade, and even tone of voice seem in City Outfitters’ California-inspired model pointers. Nevertheless, the corporate is not shy to incorporate details about its ideally suited client and what the model believes in, as nicely.

See the complete model information here.

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

urban outfitters brand style guide

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10. Like to Trip

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

See the complete model information 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 artwork and studying middle in the UK, sports activities a loud but easy type information focusing closely on its brand and supporting typefaces.

See the complete model information here.

barbican wordmark brand style guidelinesbarbican brand type family

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12. I Love New York

Regardless of its famously easy t-shirts, I Love New York has a model type information. The corporate begins its pointers with a radical clarification of its mission, imaginative and prescient, story, audience, and tone of voice. Solely then does the type information delve into its brand positioning on varied merchandise.

See the complete model information here.

Brand style guide for I Love New York with logo and gridlinesi love new york brand style guide typography

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13. TikTok

TikTok’s type information is not only a information — it is an interactive model ebook. First, it gives an in-depth look into the way it brings its model to life by design. Then, it offers an summary of its brand, co-branding, shade, and typography. At its core, TikTok is a model that “celebrates the relentless power, creativity, and expression of [its] customers.”

See the complete model information here.

tiktok design idea and logo in its brand guidelines

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14. College of the Arts Helsinki

The type information of the College of the Arts Helsinki is extra of a inventive branding album than a conventional advertising information. It exhibits you dozens of contexts through which you’d see this college’s provocative brand, together with animations.

See the complete model information here.

university of the arts helsinki brand style guide typography

university of the arts helsinki brand style guide

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15. Ivy Lane Occasions

Ivy Lane Occasions’ daring type information is reflective of the edgy occasions the corporate produces. In it, you will discover a temper board with darkish, romantic visuals impressed by “victorian gothic type and classic ebook artwork.” The information additionally particulars the correct utilization design components such because the wordmark, major icon, secondary logos, shade, and typography.

See the complete model information here.

ivy lane events brand overviewivy lane events color usage and logo guidelines

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16. Western Athletic Convention

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. The model components embody brand, colours, slogan, patch, and extra.

See the complete model information here.


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17. Discord

Discord’s model information is as colourful and playful because the communities it serves. The model’s movement components are based mostly on the dot, which represents the Discord consumer interacting with others within the communities it belongs to. The information describes utilization of Discord’s typography, colours, and icon (lovingly named Clyde).

See the complete model information here.

discord brand and logo usage guidelines

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18. Netflix

So far as its public model property are involved, Netflix is targeted totally on the remedy of its brand. The corporate provides a easy algorithm governing the dimensions, spacing, and placement of its well-known capitalized typeface, in addition to a single shade code for its traditional pink brand.

See the complete model information here.

netflix brand wordmark guidelinesnetflix brand color guidelines

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19. Scrimshaw Espresso

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

See the complete model information here.

scrimshaw coffee brand mood boardscrimshaw coffee brand color palette

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20. NASA

NASA’s “Graphics Requirements Handbook” is as official and complicated as you suppose it’s. At 220 pages, the information describes numerous brand placements, shade makes use of, and supporting designs. And sure, NASA’s area shuttles have their very own branding guidelines.

See the complete model information here.

Red color palette of the NASA brand style guide

nasa brand style guide typography

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21. New York Metropolis Transit Authority

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.

See the complete model information here.

nycta brand style guide typography

nycta brand style guidelines

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Branding Tips Ideas

If you wish to take your branding type information to the following degree, I like to recommend following these greatest practices, which the HubSpot Inventive staff has used to disseminate branding info to the remainder of the HubSpot Advertising staff.

This has not solely made my job as a blogger simpler, but in addition 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 inner presentation, think about making the rules themselves a branded doc. Make sure the revealed 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.

When our Inventive staff rolled out a visible id refresh for the HubSpot model, all of us obtained entry to a branded playbook that summarized all of the adjustments and described how we must always characterize HubSpot on-line transferring ahead. Not solely was I an enormous fan of the refresh, but in addition of the way in which it was offered to our staff in a branded doc.

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

2. Identify your model’s colours.

You’ve already chosen your shade palette — why go so far as naming the colours? Giving your colours distinctive names (apart from “blue” or “orange”) may help you tie the tactical components of your branding into an total theme or ethos.

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

branding style guide tips: colors with custom names

In our visible id refresh, our Inventive staff brightened and intensified our shade palette, then renamed the person hues. They wrote, “Each shade, tint, and shade relies on central themes. […] Whether or not it’s a subway line in Paris, or a flower-lined avenue in Japan, the secondary shade names are a veritable tour of vital 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. As an example, should you work at a legislation agency that makes a speciality of automotive accident circumstances, you may select pink as one of many model colours and name it “Cease Mild.”

3. Create easy-to-use branded templates.

branding style guide: designed templates

Alongside your branding pointers needs to be templates to empower your staff to simply design branded property, even when they’re not designers. At HubSpot, we maintain all of our templates in our staff’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 knowledge I’m sharing. The branded templates made by our Inventive staff have made my work a fantastic deal simpler — and I can think about that it’s the identical for our Social Media staff, when they should publish an replace on any one in every of HubSpot’s social media profiles.

Whether or not you run a small or massive enterprise, you possibly can profit from creating at the very least one template that may very well be adjusted to totally different sizes. Not everyone seems to be a designer, however with templates, you possibly can guarantee your model appears skilled regardless of who creates an asset.

4. Guarantee your branding is optimized for all channels.

branding style guide: different mediums

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Your branding pointers ought to embody totally different specs for various channels — or, alternatively, you need to have property and designs that may be adjusted for varied channels and mediums. Not just for sizing functions, however for accessibility functions, too.

As an example, should you primarily market your model over Instagram and in your web site, then your branding ought to have internet accessible colours, in addition to Instagram-friendly designs and sizes. On Instagram, you may wish to keep away from small, gentle typography, and so your font ought to work nicely for that channel, too.

You don’t wish to considerably change your branding from channel to channel; it ought to work comparatively nicely regardless of the place you’re advertising your model.

Construct a Memorable Model 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. We hope you have been impressed by our record of fantastic model type guides and need you luck in making a timeless type of your individual.

Editor’s be aware: This put up was initially revealed in January 2017 and has been up to date for comprehensiveness.

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