Brand Guidelines
Brand guideline breakdowns for hundreds of brands — the colour palettes, typefaces, logos and design systems that define them, each with honest notes on who owns the brand and where its products are made. Browse the collection below, from heritage names to modern challengers across audio, eyewear, appliances, outdoor gear, tools and more.
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American Airlines Brand Guidelines: Vignelli’s AA
Brand Guidelines · Field Guide American Airlines Brand Guidelines A logo so good its own designer begged the airline not to replace…
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Chupa Chups Brand Guidelines: Dalí’s Daisy
Brand Guidelines · Field Guide Chupa Chups Brand Guidelines The only candy logo drawn by a Surrealist master — and the reason…
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Quaker Oats Brand Guidelines: Saul Bass’s Quaker
Brand Guidelines · Field Guide Quaker Oats Brand Guidelines America’s first registered cereal trademark — later simplified by Saul Bass into a…
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Woolmark Brand Guidelines: The Skein
Brand Guidelines · Field Guide Woolmark Brand Guidelines A single looping skein of yarn — routinely voted one of the greatest logos…
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Renault Brand Guidelines: Vasarely’s Diamond
Brand Guidelines · Field Guide Renault Brand Guidelines A diamond drawn by the father of Op Art — the only mainstream car…
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Mobil Brand Guidelines: The Red O
Brand Guidelines · Field Guide Mobil Brand Guidelines One red letter in a field of blue — and one of the most…
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Shell Brand Guidelines: The Pecten
Brand Guidelines · Field Guide Shell Brand Guidelines A scallop shell from a Victorian import business — refined by Raymond Loewy into…
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Chase Brand Guidelines: The 1961 Octagon
Brand Guidelines · Field Guide Chase Brand Guidelines In 1961 a bank did something radical: it adopted a logo that looked like…
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UPS Brand Guidelines: Paul Rand’s Shield
Brand Guidelines · Field Guide UPS Brand Guidelines A Paul Rand shield, a brown borrowed from luxury railcars, and a 2003 redesign…
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AT&T Brand Guidelines: Saul Bass’s Globe
Brand Guidelines · Field Guide AT&T Brand Guidelines Two Saul Bass logos, a corporate break-up, and a striped sphere that engineers still…
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NBC Brand Guidelines: The Peacock
Brand Guidelines · Field Guide NBC Brand Guidelines A bird invented to sell colour television — and quietly redrawn in 1986 into…
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CBS Brand Guidelines: William Golden’s Eye
Brand Guidelines · Field Guide CBS Brand Guidelines One eye, drawn in 1951 and never redrawn — the most disciplined act of…