Edward Boatman • Jun 4th
Creating consistent, well-loved brands doesn’t happen by accident. Behind every recognizable logo, color palette, and tone of voice is a thoughtfully crafted brand guideline. These documents help companies stay visually and verbally consistent across all channels.
From fast-growing startups to century-old institutions, the best brands have one thing in common: they stick to their guidelines. And experts notice.
In this post, we’ll break down 27 brand guidelines that experts love, unpack what makes them stand out, and explore what you can learn from each.
Brand guidelines are like a rulebook for how your brand looks, sounds, and feels. They’re typically built for internal teams like marketing, design, and product, but are also used externally by partners, agencies, and vendors. Think of them as a set of tools and instructions to help everyone present your brand in the same way.
Brand guidelines vary from company to company, but most strong systems share a common foundation. Here are the core elements typically included in a complete brand guide:
Strong guidelines prevent inconsistent visuals, speed up content production, and build trust through brand consistency. The more your brand grows, the more important these rules become.
Not all brand guidelines are created equal. Some sit forgotten in dusty PDFs, while others become daily tools that creative teams genuinely rely on. What separates the two? Experts gravitate toward guidelines that are practical, flexible, and built for real-world use.
These are the guides that don't just dictate; they give teams the clarity and confidence to create within a defined system. They are accessible, frequently updated, and written with creators in mind. In short, expert-approved brand guidelines are ones that actually get used. Here's what sets them apart:
Example: Slack’s guidelines are clean and intuitive, with immediate access to downloads and logo usage rules.
The best digital brand guidelines don’t stop at listing logos, fonts, and color codes. They bring branding to life by showing exactly how those elements should work in context. This includes real examples like social posts, motion graphics, presentations, product UI, and email campaigns. When teams can see branding in action, it becomes easier to apply it consistently across departments and platforms.
As branding expert Debbie Millman puts it, “Branding is deliberate differentiation.” It's not just about keeping things consistent. It's about helping a brand stand apart with intention. Millman, a pioneer in design thinking and host of the long-running podcast Design Matters, says that strong branding only works when it’s applied with purpose. The most effective brand guidelines support that goal by making it easy for others to interpret and execute the brand clearly in any real-world scenario.Updated frequently
Guidelines should evolve with your brand. Stale PDFs don’t reflect new audiences, channels, or messaging. Experts favor living documents.
Pro tip: Use a tool like Lingo to create dynamic Kits and Portals that always stay current.
Rigid rulebooks kill creativity. Guidelines experts love to create boundaries with room for interpretation. They empower teams rather than limit them.
So, without further adieu, and in no particular order, here are the brand guidelines that experts love most:
Why Experts Love It:
Figma's brand guidelines are a testament to simplicity and clarity. They provide comprehensive instructions on using their logo, wordmark, and other brand assets, ensuring consistency across various platforms.
Key Features:
Access Figma's Brand Guidelines.
Why Experts Love It:
Patagonia's brand book reflects its commitment to environmental activism and quality. The guidelines emphasize storytelling, sustainability, and authenticity, aligning with the brand's core values, vision, and culture.
Key Features:
Access Patagonia's Brand Book.
Why Experts Love It:
In-N-Out Burger's brand guidelines maintain the classic and nostalgic feel of the brand. The guidelines ensure consistency in logo usage, color schemes, and typography, preserving the brand's iconic identity.
Key Features:
Access In-N-Out Burger's Brand Guidelines.
Why Experts Love It:
Reddit’s brand guidelines emphasize clarity and consistency, providing comprehensive instructions on using their logo, wordmark, and other brand assets. The guidelines ensure that the brand’s identity is maintained across various platforms, reflecting Reddit’s unique community-driven ethos.
Key Features:
Access Reddit’s Brand Guidelines.
Why Experts Love It:
Teenage Engineering's brand assets showcase a minimalist and innovative design philosophy. Their guidelines emphasize simplicity, functionality, and a distinct aesthetic that resonates with their target audience.
Key Features:
Explore Teenage Engineering's Press Assets.
Why Experts Love It:
Oatly's brand guidelines reflect its bold and unconventional approach to branding. The guidelines emphasize a casual and irreverent tone, aligning with the brand's mission to challenge industry norms.
Key Features:
Access Map & Fire’s Branding Strategy for Oatly.
Why Experts Love It:
charity: water's brand guidelines highlight the organization's commitment to transparency and impact. The guidelines provide clear instructions on logo usage, color schemes, and storytelling elements.
Key Features:
Access charity: water's Brand Book.
Why Experts Love It:
Lime’s brand stands out in the micromobility space for its bold simplicity and consistent design language. Its visual identity is clearly well-governed across cities, vehicles, and digital platforms. From the recognizable lime green to its use of modern iconography, Lime's brand is made to be instantly understood in motion.
Key Features:
Read the Lime case study to see how their three-person marketing team scales a global brand.
While Lime’s Brand Guidelines are not fully publicly available, they do have two public Kits that are available to the public and hosted on Lingo.
Why Experts Love It:
BrainPOP’s branding reflects its commitment to engaging and accessible education. The guidelines highlight the brand’s playful approach, ensuring consistency in visual and verbal communication across educational platforms.
Key Features:
Access BrainPOP’s Public Brand Evolution Portal:
While BrainPOP’s Brand Guidelines are not fully publicly available, they do have three public Kits contained in one public Portal, that are available to the public and hosted on Lingo.
Why Experts Love It:
Linear's brand guidelines exemplify clarity and precision, mirroring their product's focus on streamlined workflows.
Key Features:
Access Linear's Brand Guidelines.
Why Experts Love It:
Webflow provides comprehensive brand guidelines that cover visual and verbal identity, ensuring consistency across all platforms.
Key Features:
Access Webflow's Brand Guidelines.
Why Experts Love It:
Amplitude's brand guidelines offer a cohesive visual and communicative framework, aligning with their data-driven product offerings.
Key Features:
Access Amplitude's Brand Guidelines.
Why Experts Love It:
Cinemark's updated brand identity enhances the cinematic experience, focusing on immersive visuals and sound. The guidelines provide a cohesive framework for maintaining brand consistency across theaters and marketing materials.
Key Features:
Access Cinemark’s Brand Information:
While a formal brand guideline isn't publicly available, see the Cinemark brand system on Matchbox Studio, or visit the public Vendor Brand Guidelines, one of many Kits Cinemark broadcasts through their Lingo system.
Why Experts Love It:
Gong's rebranding showcases a bold and energetic visual identity, reflecting their dynamic company culture.
Key Features:
Access Gong's Media Kit.
Why Experts Love It:
Vanta's branding combines professionalism with a touch of playfulness, exemplified by their llama mascot.
Key Features:
Access Vanta's Brand Assets.
Why Experts Love It:
Wild Fork's branding emphasizes quality and freshness, aligning with their commitment to providing high-quality meat and seafood. The guidelines ensure a consistent and trustworthy brand image across all customer touchpoints, including in-store POS, influencer content, and photography for all seasons.
Key Features:
Access Wild Fork’s Brand Guide, hosted on Lingo.
Why Experts Love It:
Lavender, an AI-powered email assistant, showcases a modern and engaging brand identity. Their digital presence reflects innovation and user-centric design, aligning with their mission to enhance email communication.
Key Features:
Access Lavender's Brand Information:
While a comprehensive brand guideline isn't publicly available, insights into their branding approach can be found through their official website.
Why Experts Love It:
Cann's branding breaks stereotypes in the cannabis industry, presenting a vibrant and social image. The guidelines highlight the brand's commitment to inclusivity and fun, ensuring a consistent and engaging presence.
Key Features:
Access Cann Brand Assets:
While a formal brand guideline isn't publicly available, see the Cann brand system on Red Antler, or visit the public Cannabis Dispensary Asset Library, one of the Kits Cann broadcasts through their Lingo system.
Why Experts Love It:
A24, an independent entertainment company, is renowned for its distinctive and avant-garde branding that resonates with a diverse audience.
Key Features:
Access A24's Brand Information:
While a formal brand guideline isn't publicly available, insights into their branding approach can be found through GrandArmy's project overview.
Why Experts Love It:
Aesop, a luxury skincare brand, exemplifies refined branding that combines simplicity with sophistication.
Key Features:
Access Aesop's Brand Guidelines:
Formal brand guidelines are not publicly available. Visit ward.studio for their brand design and creative expression for the Aesop brand.
Why Experts Love It:
Pod, a leading UK electric vehicle (EV) charging provider, has recently evolved from a hardware-centric company to a comprehensive charging service provider. Pod’s visual identity and user-centric design instills trust among a well-executed brand strategy.
Key Features:
Access Pod’s Brand Guidelines, proudly housed on Lingo.
Why Experts Love It:
Stella McCartney's branding is deeply rooted in sustainability and ethical fashion. Their guidelines reflect a commitment to environmental responsibility and innovative design.
Key Features:
Access Stella McCartney's Brand Guidelines:
While Stella McCartney’s Brand Book is not publicly available, you can see their branding on their website and their adherence to sustainability through their Responsible Sourcing Guide.
Why Experts Love It:
Maude's branding challenges traditional norms in the sexual wellness industry, promoting inclusivity and simplicity.
Key Features:
Access Maude's Brand Information:
While a formal brand guideline isn't publicly available, insights into their branding approach can be found through their official website and Studio Paquette's design showcase.
Why Experts Love It:
Beginning as a seasonal food truck in New York City, Big Gay Ice Cream's branding is vibrant, playful, and unapologetically bold, reflecting their unique approach to ice cream. Their brand keeps true to their mission to keep the fun in ice cream, while supporting causes ranging from LGBTQIA+, animal shelters, hunger and homelessness initiatives.
Key Features:
Access Big Gay Ice Cream's Brand Information:
While a comprehensive brand guideline isn't publicly available, insights into their branding approach can be found through their official website.
Why Experts Love It:
Driven by the spirit of ‘doing it better,’ Chad Robertson and Elizabeth Prueitt founded Tartine Bakery, dedicated to making baking better and more nutritious. Today, Tartine Bakery's branding combines artisanal craftsmanship with modern design, creating a warm and inviting identity.
Key Features:
Access Tartine Bakery's Brand Information:
While a formal brand guideline isn't publicly available, insights into their branding approach can be found through their website and Chin I Lee's design showcase.
Why Experts Love It:
Founded on Chicago’s west side Star Lounge Coffee Bar, Dark Matter Coffee's branding is unconventional and artistic, reflecting their commitment to creativity and quality. Community is everything, inspiring hyper-local partnerships and friendships, establishing Dark Matter Coffee as a Chicago staple with a hip, refreshing brand vibe.
Key Features:
Access Dark Matter Coffee's Brand Information:
While a comprehensive brand guideline isn't publicly available, insights into their branding approach can be found through Zimmer Design's project.
Why Experts Love It:
Harvesting salt from the cold, pristine waters of Netarts Bay on the Oregon Coast, Jacobsen Salt Co. wants to transform the way people cook and experience food. Emphasizing sustainability and local sourcing of salt (and now, local honey, too), their brand photography and positioning is centered around the concept of local foraging.
Key Features:
Access the Jacobsen Salt Co. Brand Information:
While a formal brand guideline isn't publicly available, insights into their branding approach can be found through their official website.
If there’s one takeaway from the 27 brands we’ve reviewed, it’s this: great brand guidelines are not about perfection. They are about practicality.
The most respected brands don’t just distribute a static document and hope it sticks. They treat brand guidelines as active tools that support creativity, ensure consistency, and make execution easier for teams and partners.
Whether the brand is a startup or a global name, the strongest guidelines tend to have a few key things in common:
If you’re building or revising your own brand guidelines, here are a few things to keep in mind:
By learning from brands that do this well, you can build guidelines that feel useful, not rigid. And more importantly, you’ll give your team a creative foundation they’ll actually want to use.
Great brand guidelines are more than static documents. They’re living resources that keep your entire brand team aligned. Whether you’re a solo designer or a large marketing team, studying the brand guidelines that experts love will help you create a more consistent, scalable, and inspiring brand.
Ready to make your own guidelines a brand-building advantage? Start with clarity, built-in flexibility, and share them with confidence. You can do that in Lingo today with a 30-day free trial.