Brand Guidelines
Hone your eye for great brand writing with these top notch brand voice, expression and verbal identity examples.
Shopify has a very thoughtful breakdown of their verbal identity and content that spans everything from language to grammar to tone to naming.
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.
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.
The luxury automaker showcases their brand elements in a simple site experience. There voice and tone section is definitely worth checking out.
Firefox puts it all out there for public view -- including their positioning, persona, tone of voice and full design kit of parts.
A comprehensive look at the Mailchimp voice, the rules that govern it and the nuances that make it.
See how the Rhode Island School of Design thinks about their brand expression and how they break down their tone of voice.
A very transactional resource for the Meta family of brands. It mostly covers logo and usage for the various brands.
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.
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 link straight to the Converse brand book that showcases what an iconic brand looks like at the foundational level.
An impressive breakdown of their verbal identity with tons of great thinking around tone, vocabulary, inclusive language, stylistic writing choices and more.
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.
Buzzfeed's style guide for everything from breaking news to "which type of sandwich are you" quizzes.
Unique brand guidelines that put creativity at the heart of their visual and verbal language.
More helpful for designers than writers, this brand site showcases the design system in a bold and thoughtful way.
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.