WEEK 5: Style Guides

Lecture: Key components to a style guide.

Christopher Doyle Identity Guidelines Slideshow


Lab time to work on brand projects and setting up a brand style guide Indesign document.
Peer-to-peer reviews.



Part 1: Continue developing your brand.

Part 2: Start pulling together the key components needed for your style guide. Set up your master pages in Indesign and begin filling in client history, brand purpose/mission, positioning & promise information into your guidebook.



Key components for a brand style guide. (pdf file)

How to Build a Brand Bible & Visual Style Guide (the basic elements in a guide book)
Basic sample of a logo guide book. (pdf file)

How to start your basic brand style guide (defining your colors and buffer space)
How to create a design style guide: 25 pro tips (general overview for creating tone & voice)

Future Brand Thought Book


Mandatory Viewing:

Samples of Branded Guide books:
Walmart (pdf file)

Nike Football




Online Branded Guide books:
University of California Berkeley

Boston University (both online and PDF forms available)

Seattle Central College Brand Guide (pdf)

Lists of style guides:
Identity style guides from around the world

A List of Style Guides, Brand Guidelines, and Front-End Frameworks

Find guidelines on the web

Corporate Identity Portal

19 Minimalist Style Guides

Historical style guides:
I love NY Style Guide

12 magically meticulous design style guides (some historical)




Asye Birsel Quote (pdf)

Quarter Timeline (pdf)

Quarter Deliverables (pdf)

Final Presentation Template (pdf)

What is a brand? (pdf)

Company Character (pdf)

Positioning & Promise (pdf)

Types of Brandmarks (pdf)

Lettermark Sprint Checklist (pdf)

Abstract Mark Sprint (pdf)




What they don't teach you in design school...

Paula Scher on brand


The planning of a brand experience

The consumer decision journey

The brand touchpoint matrix


Finding your brand’s emotional truth

Creating Value Propositions


Sample brand style guides


Famous Logos
CreativBloq: many branding articles


Brand Quarterly Magazine

Branding Magazine


Thinkmap’s Visual Thesaurus

Skillshare: Brand Identity: Design Adaptable Branding Systems (Paula Scher)

Aaron Draplin’s logo design challenge

Skillshare: Logo Design the Draplin Way

George Bakhua: Logo Design with Grids

George Bokhua—Mastering Logo Design: Gridding with the Golden Ratio


Brand Trends

Big Brands to Watch Out for in 2018

Trendwatching (Asia & US/Europe)

Landor: Trendwatch 2018

Packaging: 7 Key Brand Trends

Marketing Trends 2018

1 Graphic Design Trends 2018

2 Graphic Design Trends 2018

3 Graphic Design Trends 2018

Popular Brand Stories of 2017

Slideshare: The Future of Retail

Forbes — The 62 Brands Young Americans Love Most


Pantone: Color Trend Forecasting 2019

WGSN: Infuential Trends for S/S 18

WGSN: Macro Trends for 2019


Case Studies: How Brands are innovating on YouTube

Case Studies: 30+ Instagram Brands, Campaigns

1 Brands and Snapchat

2 Brands and Snapchat

2 How Brands are using Snapchat

1 Brands and Twitter

2 Brands and Twitter

3 Brands and Twitter

Case Studies: Brand Ambassadors

Brands and Influencers

Forbes: Brands and MicroInfluencers rates



Brand Case studies

Brooklyn Fare

Fred Hutch

Apple ”Think Different” Steve Jobs

Apple ”Think Different” Ads

Apple "Think Different" Commercial

The Story behind Apple ”Think Different” Campaign Ad

Nike ”Just Do It” Campaign





Brand agencies

The Brand Union

Ferro Concrete


Chermayeff and Geismar and Haviv

Ogilvy and Mather


Wolff Olins

Landor Associates



Liquid Agency

Wieden + Kennedy

Total Identity


siegel + gale

Starter list of Brand Agencies


Seattle Brand agencies


Hornall Anderson





Phinney Bischoff




Urban Influence


States of Matter

Wick & Mortar



Fell Swoop


The Hilt

Belief Agency




Designing brand identity

Building better brands

The brand gap


Brand Bible

Logo design workbook

Logo design love

The logo brainstorm book

How Brands Become Icons: The Principles of Cultural Branding

Unbranding: 100 Branding Lessons for the Age of Disruption