Brand Guidelines
Hone your eye for great brand writing with these top notch brand voice, expression and verbal identity examples.
A comprehensive guideline for all things Dropbox including strategy (a rare public find), brand system, and writing principles.
More for the designer than writer, this online brand book offers a thoughtful look at the brand and even shows the design idea and concept behind the work.
Firefox puts it all out there for public view -- including their positioning, persona, tone of voice and full design kit of parts.
More helpful for designers than writers, this brand site showcases the design system in a bold and thoughtful way.
An in-depth look at the brand with a great section on voice and tone. They outline writing principles, preferred CTAs, inclusive language direction and have lots of great copy examples.
The verbal identity guidelines for online bank Monzo is right on the money.
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 style guide for government content that’s clear, helpful, and user-friendly.
Explore the brand's take on all things band in this simple but engaging brand site.
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.
A comprehensive look at the Mailchimp voice, the rules that govern it and the nuances that make it.
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.
A sparse but beautifully made brand site that showcases the thoughtful design work behind the brand.
A basic guidelines site for the brand but it includes everything from writing to illustration to marketing. The writing section goes deeper than most with sample messaging, audience-specific messaging, persona and more.
An impressive breakdown of their verbal identity with tons of great thinking around tone, vocabulary, inclusive language, stylistic writing choices and more.
The site itself is very minimal but there's a link to download the full brand book which has a lot more information about the brand, including a snapshot of their strategy, tone of voice and full brand system.