Brand Guidelines
Hone your eye for great brand writing with these top notch brand voice, expression and verbal identity examples.
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.
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 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 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.
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.
The luxury automaker showcases their brand elements in a simple site experience. There voice and tone section is definitely worth checking out.
A sparse but beautifully made brand site that showcases the thoughtful design work behind the brand.
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.
A link straight to the Converse brand book that showcases what an iconic brand looks like at the foundational level.
The verbal identity guidelines for online bank Monzo is right on the money.
A very transactional resource for the Meta family of brands. It mostly covers logo and usage for the various brands.
See how the Rhode Island School of Design thinks about their brand expression and how they break down their tone of voice.
A comprehensive guideline for all things Dropbox including strategy (a rare public find), brand system, and writing principles.
An interactive and playfully designed brand site that is less informative and more a showcase of their brand expression.
An impressive breakdown of their verbal identity with tons of great thinking around tone, vocabulary, inclusive language, stylistic writing choices and more.
A comprehensive look at the Mailchimp voice, the rules that govern it and the nuances that make it.
Buzzfeed's style guide for everything from breaking news to "which type of sandwich are you" quizzes.