Brand Guidelines
Hone your eye for great brand writing with these top notch brand voice, expression and verbal identity examples.
A sparse but beautifully made brand site that showcases the thoughtful design work behind the brand.
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.
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 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.
See how the Rhode Island School of Design thinks about their brand expression and how they break down their tone of voice.
Firefox puts it all out there for public view -- including their positioning, persona, tone of voice and full design kit of parts.
A link straight to the Converse brand book that showcases what an iconic brand looks like at the foundational level.
Shopify has a very thoughtful breakdown of their verbal identity and content that spans everything from language to grammar to tone to naming.
A very transactional resource for the Meta family of brands. It mostly covers logo and usage for the various brands.
Unique brand guidelines that put creativity at the heart of their visual and verbal language.
A comprehensive guideline for all things Dropbox including strategy (a rare public find), brand system, and writing principles.
A public and online document of Google's brand guidelines. It doesn't give much more than the basics but still interesting to see.
A style guide for government content that’s clear, helpful, and user-friendly.
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.
An interactive and playfully designed brand site that is less informative and more a showcase of their brand expression.
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.