Brand Guidelines
Hone your eye for great brand writing with these top notch brand voice, expression and verbal identity examples.
A link straight to the Converse brand book that showcases what an iconic brand looks like at the foundational level.
A comprehensive guideline that covers literally everything about the brand -- history, guidelines, resources, usage, even the story behind their tagline. A very thoughtful example of an external brand book.
Shopify has a very thoughtful breakdown of their verbal identity and content that spans everything from language to grammar to tone to naming.
A comprehensive look at the Mailchimp voice, the rules that govern it and the nuances that make it.
A public and online document of Google's brand guidelines. It doesn't give much more than the basics but still interesting to see.
More helpful for designers than writers, this brand site showcases the design system in a bold and thoughtful way.
A very transactional resource for the Meta family of brands. It mostly covers logo and usage for the various brands.
Buzzfeed's style guide for everything from breaking news to "which type of sandwich are you" quizzes.
While this site doesn't have much in regards to writing, it does have a section on their strategy where it talks about their philosophy.
A slick site with all their brand guidelines captures in one place. There's some interesting content under the Theory category that talks more about the brand itself.
See how the Rhode Island School of Design thinks about their brand expression and how they break down their tone of voice.
A sparse but beautifully made brand site that showcases the thoughtful design work behind the brand.
An impressive breakdown of their verbal identity with tons of great thinking around tone, vocabulary, inclusive language, stylistic writing choices and more.
The verbal identity guidelines for online bank Monzo is right on the money.
A comprehensive guideline for all things Dropbox including strategy (a rare public find), brand system, and writing principles.
A style guide for government content that’s clear, helpful, and user-friendly.
An interactive and playfully designed brand site that is less informative and more a showcase of their brand expression.