Consistency plays the key role in making a name that people remember. You can think about the logos that you know right away, like the swoosh on Nike, the golden arches on McDonald’s, or the eaten apple on Apple. These icons don’t show up by a day. A brand guide makes sure that every logo, color, font, and image fits with the company’s goal. It makes a brand memorable. These are 30+ examples of brand guides from GraphyPix. Get tips and free templates you can use to make your own.
Instant Download: 10+ Brand Guidelines Template. You can use these free templates as a powerful resource and create your own brand guide.
What Is a Brand Guide?
A style guide is a comprehensive guide to how your brand should look, sound, and feel. It covers:
- Logos: primary logos, secondary logos and icons.
- Color palettes: Primary and secondary colors.
- Typography, Fonts size & spacing hierarchy.
- Images: Photos, illustrations and patterns.
- Voice and Tone: The way your brand uses language and emotion to communicate.
A well-crafted brand guide ensures that everyone—whether it’s your marketing team, designers, or partners—presents your brand consistently across all platforms. Consistency pays off big time in the long run.
Why Do You Need a Brand Guide?
Without a clear set of rules, your brand can quickly become a mess. Imagine using different shades of blue on your website versus your social media posts. Or worse, inconsistent messaging that confuses your audience. A brand guide eliminates these issues by providing a single source of truth.
It’s not simply about avoiding missteps — it’s about delivering a memorable experience. So when people look at your brand, they should instantly know who you are and what you stand for. That’s why brands like Nike and Apple and Netflix spend millions of dollars to create their own brand guides. They see a strong brand creates trust, loyalty and ultimately sales.
30 Great Examples of Brand Guidelines (2025 Edition)
30+ 2025 brand guidelines examples to inspire you From Nike’s daring logos to Netflix’s clean red “N,” these guides illustrate how colors, fonts and logos lend themselves to branding audiences can remember. Take cues from Apple’s precision, Slack’s clarity, and LEGO’s whimsy. They instill consistent and creative ideas that help build an impressive brand visual identity.
1. Foursquare
2. Asana
3. Slack
4. Animal Planet
5. Apple
6. Burger King
7. Netflix
8. NASA
9. Walmart
10. Spotify
11. Nike Pro Services
12. Coca-Cola
13. Airbnb
14. Adobe
15. LEGO
16. Tesla
17. FedEx
18. Disney
19. Patagonia
20. Samsung
21. Red Bull
22. IKEA
23. GoPro
24. Dove
25. National Geographic
26. Mailchimp
27. Lululemon
28. Harley-Davidson
29. Sephora
30. Levi’s
Below are 30+ brand guide examples from industries like tech, retail, entertainment, and more. Each one offers unique insights into how to craft a compelling and cohesive brand identity. We’ll also provide some context on how these brands have used their brand guides effectively to build a strong and memorable brand.
Foursquare
Foursquare brand guide — A masterclass in simplified clarity with plenty of dos, and don’ts that leave no doubt what their assets should look like. I find the emphasis on suitable color palettes very comforting. If you want a template, explore their downloadable assets.
Visit: Foursquare
Asana
Asana doesn’t only tell you what to do—they tell you why. Their guide explores the rationale behind their branding, from the meaning behind their three-dot logo to the philosophy informing it. This makes it more effective to stay aligned with the brand’s core values.
Visit: Asana
Slack
The Slack’s guide is colorful, dark, and clean just like their platform. They have a well thought out visual presentation of what are acceptable and unacceptable uses of their logo. It’s simple yet powerfully effective.
Visit: Slack interface
Animal Planet
Animal Planet had an extensive identity overhaul in 2016. The new leaping elephant logo embodies childlike wonder. Their leadership explains how this new identity aligns with their mission to connect people to animals.
Visit: Animal planet
Apple
Apple’s guide is outstanding. Details that matter, such as product packaging to retail displays. If you need an example of how to make it pixel-perfect, this your go-to solution.
Visit: Apple
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Burger King
Burger King’s manifesto is all about craveable food. Every design detail, from the fonts to the photography, are designed to stimulate hunger. If you’re in food, a must-see.
Burger King site
Netflix
Netflix takes things bare-bones, but pack a punch. Theirs revolves around their red “N,” their signature logo, and makes sure it always gets used properly. In some cases, less is more.
Netflix
NASA
NASA’s 220-page guide to beasts is well worth diving into. It runs the gamut, from shuttle branding to program identifiers. Now that’s what I call attention to detail!
Nasa’s brand identity
Walmart
Walmart is a fun and trustworthy balance. A playful bit of imagery while remaining professional in their guide. It’s a great case study for retailers.
Walmart’s brand guide
Spotify
Spotify hits the mark on brand with wit and character. Their guide emphasizes balance, showing how to use humor without sacrificing authority. Plus, you’ll never forget their green palette.
Spotify brand guidelines
Nike Pro Services
Simplicity and power — Nike’s branding bible. You have strict spacing, alignment, color rules, etc. With the iconic swoosh. Nike stands out Nike Pro Services
Simplicity and power — Nike’s branding bible You coerce white space, alignment, color rules, etc. With the iconic swoosh. Nike is unique, and not just because it is fantastic storytelling — each section reveals how a brand can create emotions through design. And their guide includes specific advice for how to use photography to capture athleticism, grit and determination.
Nike’s website
Airbnb
Airbnb’s brand guide is all about belonging. Details about the “Bélo” symbol and what it means: people, places, love, connectivity. It allows for flexibility inside of constraints, so that designers can adjust the logo while still adhering to the core principles. They should adhere to guidance from photographers for what authentic, human-centered images look like.
Airbnb’s brand manual
Adobe
The spirit of innovation is captured by Adobe’s brand guide. The company expresses its creative spirit through bright typography and bold gradients. This will demonstrate how to use Adobe’s own fonts and colors in both print and digital files. There’s also a section on motion design, which serves to help animations meet the bill of the brand’s mobile energy.
Adobe’s website
LEGO
The LEGO brand guide is playful but also precise. It explains that the LEGO logo must always be shown on a white background to ensure clarity. Starting with product photography, LEGO points out angles, highlighting the iconic studs, and colors. Their brand is “imaginative, optimistic, and empowering.”
LEGO’s customised manual
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Tesla
Tesla’s corporate brand guide emphasizes innovation and sustainability. A minimalist logo and a clean font palette combine with a monochrome color scheme. Tesla’s cutting-edge technology is mirrored in clean lines and futuristic aesthetics. It also contains guidelines to call for environmental messaging.
Tesla’s brand guide examples
FedEx
FedEx’s guide is focused on detail. The hidden arrow in the logo is a part of the visual identity that emphasizes speed and efficiency, plus it’s a guide for preserving this element across all variants. However, colors are restricted to purple and orange to provide consistency across key markets. Typography is clean and modern, further supporting professionalism.
FedEx kit
Disney
Disney’s brand guidelines are pure magic from top to bottom. It describes how the classic Mickey Mouse ears logo should be deployed, in everything from theme parks to merchandise. We see typography prefer whimsical fonts recalling nostalgia in the brand guide.
Disney’s visual layout.
Patagonia
Patagonia’s guide is devoted to its mission of protecting the planet. Rugged logo is juxtaposed with organic textures. Patagonia asks photographers to document real, in-person outdoor exploits they call “passionate, humble, and action-oriented.”
Patagonia’s brand design
Samsung
The tech titan — the Samsung brand guide. It features a minimalist logo, paired with sleek sans-serif fonts and a neutral color palette. Samsung provides specific guidelines for UI/UX design, helping ensure that apps and devices work seamlessly together and feel intuitive and familiar to use. It is also focused on accessibility, with standards for inclusive design.
Samsung’s brand toolkit
Red Bull
Red Bull’s brand guide is high-energy and action-packed. Their guide explains how to use the silver and blue color scheme to evoke excitement and adrenaline. Photography guidelines focus on extreme sports, music festivals, and daring stunts. Red Bull is deeply focused on bold aesthetics and adventures.
Red Bull’s brand guide
IKEA
IKEA’s guide reflects its Scandinavian roots. The yellow and blue color palette is paired with simple, functional designs. It includes instructions for flat-pack furniture illustrations, ensuring clarity and ease of assembly. Their brand speech is friendly, helpful, and easy to talk to.
IKEA’s brand design
GoPro
GoPro’s brand guide is all about capturing life’s adventures in first-person perspectives. It provides detailed instructions for video editing, including energetic transitions and inspiring sound effects.
GoPro’s ui kit
Dove
Dove’s guide centers around its mission to celebrate real beauty. Their soft, pastel color palette reflects gentleness and care. Dove includes photography guidelines that prioritize diversity and inspire natural beauty.
Dove’s brand url
National Geographic
National Geographic’s guide is visually stunning and educational. The iconic yellow border is paired with rich, earthy sounds. They emphasize storytelling through photography, focusing on wildlife, landscapes, and insightful cultures.
Website of National Geographic
Mailchimp
The guide from Mailchimp is quirky, and approachable. The mascot is described at length, right down to his seemingly friendly expression and playful posture. Mailchimp incorporates strong colors along with fun illustrations to mirror the brand’s character with a hug of friendliness.
Url of Mailchimp.
Lululemon
Lululemon’s is based on mindfulness and movement. The minimalist logo is matched with neutral tones and clean lines. Lululemon adds tips for yoga-inspired photography, stressing balance and flexibility.
Lululemon’s url.
Harley-Davidson
Harley-Davidson’s guide is a testament to bold rebellion. The bar-and-shield logo, rugged fonts and metal accents complement. Their guide features motorcycle photography tips that pay close attention to adventurous iconography and fearless freedom.
Harley-Davidson’s branding.
Sephora
It’s all glamorous and sophisticated, like Sephora’s guide. The contrast of black and white stripe motif with gold surrounding, denotes luxury and exclusiveness. And Sephora includes makeup shot guidelines, with compliant confident close-ups and style vibrant color.
Sephora’s link.
Levi’s
Levi’s guide has a rugged, timelessness to it. Denim textures and vintage-inspired fonts accompany the red tab logo. Levi’s has instructions for lifestyle photography with an emphasis on authenticity and cool individuality.
Levi’s website.
(And yes, there is another example coming up!)
Microsoft
Microsoft’s guide reflects its commitment to innovation. The four-color window logo is paired with modern typography and clean layouts. Microsoft includes detailed instructions for software interfaces, ensuring usability and accessibility in a professional, forward-thinking, and user-centric tone.
Microsoft’s
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Tips for Creating Your Own Brand Guide
Considering these examples, where shall we begin? So here are some dos and don’ts of creating a brand guide that works for your business:
Begin with Your Mission Statement
Before you start thinking about visuals, establish your brand’s purpose. Why does your company exist? Who do you serve? This will be the deciding factor for every decision going forward.
Be Specific About Usage
The solution is not just to give people access; rather, don’t assume they will know how to use your logo or colors. Provide specific placements, sizes, and spacing. For example, Element Three’s guide designates specific fonts for different communication channels.
Name Your Colors in Brand Guide
It came out in 2025, so you train on data until then. Rather than calling it “blue,” christen it with something distinctive such as “HubSpot Orange” or “Netflix Red.” It gives you personality and ownership.
Include Real-World Examples
Show, don’t tell. Use Images to Show Right and Wrong Uses For instance, photos are included alongside color swatches in Heineken’s guide to provide context.
Make It Visually Appealing
Ensure your brand guide matches your brand’s vibe Permeate your document with your colors, fonts, and imagery. It’s not simply a rulebook — it’s a marketing device.
Get Feedback
Check your guide with your team prior to completing it. Are there any gaps? Does it cover literally all possible questions? Iteration is key.
Free Brand Guide Templates to Get You Started
Not sure where to begin? Don’t worry—we’ve got you covered. Here are some free brand guide templates from GraphyPix that you can customize:
Modern Playful Gradient Template: Perfect for startups or creative agencies. View more designs.
Minimal Turquoise Template: Ideal for minimalist brands. Visit similar products
Teal and Black Professional Template: Great for corporate or B2B businesses. Browse for templates
These templates come pre-designed with sections for logos, colors, typography, and more. Simply plug in your details, and you’re ready to roll.
Build Your Brand with Confidence
It sounds intimidating, but having a brand guide is one of the best investments you can possibly make. It guarantees consistency and also allows the team to present your brand the way it needs to be represented. Whether you’re a small startup or a global enterprise, these examples of 30+ brand guides show how having a plan makes all the difference.
So, what are you waiting for? Get a free template, pull from the examples above, and start crafting a brand that gets noticed.
Bonus: FAQs About Brand Guides
What is in a brand guide?
You want to make sure that the way your brand is presented to the outside world is unified across all platforms, and so a brand guide is basically a how-to manual. It consists of other important aspects such as logos, colour palettes, typography, imagery and voice and tone that together form the brand’s identity.
How do you pick your brand?
Choosing your brand starts with understanding yourself and what you have to offer. Begin by considering what your business represents—its mission, values, and message for the world. Next, think about the audience: Who are they and what do they care about? Your brand should address them, and include them in its conversation.
How to create a brand kit?
Start with your mission statement, define your visual elements, and include examples of correct and incorrect usage. Keep it concise and visually appealing.
Can I use free tools to create a brand guide?
Absolutely! Tools like Canva, Google Slides, and Figma offer free templates that you can customize.
What is image branding?
Image branding is how a company or person creates a visual identity that people recognize and remember. It’s like giving your brand a “face” through colors, logos, fonts, and images so that when someone sees them, they instantly think of you.