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.
-
Target Brand Guidelines: The Bullseye & Target Red
Brand Guidelines · Field Guide Target Brand Guidelines One red bullseye, one word, one very good dog — a mass-market brand that…
-
WIRED Brand Guidelines: Day-Glo & the Didone
Brand Guidelines · Field Guide WIRED Brand Guidelines A 1993 magazine that printed the future in fluorescent ink — and broke every…
-
HBO Brand Guidelines: The Eye in the O
Brand Guidelines · Field Guide HBO Brand Guidelines Three letters, one small circle, zero colour — a premium identity so confident it…
-
IKEA Brand Guidelines: Blue, Yellow & “Verdana-gate”
Brand Guidelines · Field Guide IKEA Brand Guidelines Swedish blue and yellow, a name built from four initials, and a typeface change…
-
Lufthansa Brand Guidelines: Otl Aicher’s Masterclass
Brand Guidelines · Field Guide Lufthansa Brand Guidelines A hundred-year-old bird in a circle, and the design system that turned an airline…
-
Adobe Brand Guidelines: The Red A & a Type Empire
Brand Guidelines · Field Guide Adobe Brand Guidelines A red “A” drawn for free in 1982, a single confident red, and a…
-
Muji Brand Guidelines: The “No-Brand” Brand
Brand Guidelines · Field Guide Muji Brand Guidelines A brand whose entire idea is not to be a brand — one quiet…
-
Volkswagen Brand Guidelines: The 2019 Flat Rebrand
Brand Guidelines · Field Guide Volkswagen Brand Guidelines One of the world’s most continuous logos, flattened from shiny chrome into clean blue…
-
Nickelodeon Brand Guidelines: The Logo That Could Be Anything
Brand Guidelines · Field Guide Nickelodeon Brand Guidelines A logo with no fixed shape at all — it could be a splat,…
-
Braun Brand Guidelines: Dieter Rams & “Less, But Better”
Brand Guidelines · Field Guide Braun Brand Guidelines A wordmark that hasn’t really changed since the 1950s, a near-monochrome palette, and ten…
-
Microsoft Brand Guidelines: The Four Squares & Segoe
Brand Guidelines · Field Guide Microsoft Brand Guidelines Four coloured squares, a quiet grey wordmark, and one very persistent myth about what…
-
PayPal Brand Guidelines: The Double-P & Two Blues
Brand Guidelines · Field Guide PayPal Brand Guidelines Two overlapping letters, two shades of blue — a monogram built to say “connection”…