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I love me some Brand Identity Guideline Resources and you will see that in the past I have featured a variety of such brand book guidelines covering: 

I keep searching for other prime examples of branding books, corporate guidelines, identity guides, and through out these searches I often stumble across some nice examples, but not examples that provide the WOW factor.

The WOW factor is more of personal opinion rather than a scientific method of assessing WOW from NON-WOW, but usually based on what I also feel other people will take note of.

The Bulging Sack of Brand Identity Guideline Resources is a collection of branding and identity guidelines resources that I have collected over time that will hopefully keep you busy for a short while. A few are a few years old, and you have likely seen around, but I also think a few could be new to you.

Massive thanks [email protected] reaching out to me, and sending me CISCO, Best Buy and Ford brand guideline.

Bulging Sack of Brand Guideline Resources

The Oxfam Brand Book

Download The Oxfam Brand Guidelines

The Jamie Oliver Brand Book

Download Jamie Oliver Brand Guidelines Book

New York City Transit Authority Graphics Manual

View more photos of the New York City Transit Authority Graphics Manual
Found via Swiss Legacy

The Best Buy Brand Book

Download the Best Buy Brand Guidelines

The Ford Brand Book

Download the Best Buy Brand Guidelines

The Barbican Brand Guidelines

Download The Barbican Brand Guidelines
Found via AisleOne

The FearNet Brand Book

Download The FearNet Brand Book

The Easy Group Brand Manual

Download The easyGroup Brand Manual
Found via LogoDesignLove

Apple Identity Guidelines

Download Apple Identity Guidelines

The BBC GEL Styleguide

Download the BBC GEL Style Guide

Seagate Corporate Style Guide

Download the Seagate Corporate Style Guide

Vintage McDonalds Specification Manual

View more on Vintage McDonalds Specification Manual

The Propellerhead Brand Manual

Download the Propellerhead Brand Manual

The F-Secure Brand Identity Guidelines

Download the F-Secure Brand Identity Guidelines

The Skittles Brand Book

Download the Skittles Brand Book
Found via Couldal

Other Brand Guideline Resources

So as well as all those don't forget I have featured the following brands on imjustcreative: Skype, I Love New YorkFourSquare, Adobe, Sony VaioCISCO, Santa Claus, The Nazis and even Vintage NASA (part 1 & part 2).

Buy a Brand Book?

If you have some spare dosh you could head over to Blanka and buy some printed brand books with brands such as First Direct, Barbican and RAC.

Brand Guideline Links

Designing Style Guidelines For Brands And Websites - Smashing Magazine

Guidelines And Standards Manuals - IdentityWorks

Brand Identity - Computer Arts

List of Corporate Brand Guidelines - DesignersTalk

Single Page Logo Guideline Template - imjustcreative

Four Page Logo Guideline Template - imjustcreative

Online Brand Guidelines

Some companies don't feel the need to create a brand book and so create a simpler online version. Penguin Logo Guidelines is one such example.

Brand Guideline Books

These are a few books on brand identity that I can highly recommend after having read them myself.

Book Overview: Brand Identity Essentials by Rockport

Logo Design Love by David Airey

Designing Brand Identity byAlina Wheeler

Wally Olins: The Brand Handbook by Wally Olins

On B®and by Wally Olins

The New Guide to Identity by Wolff Olins

Bonus Branding Book

The Pepsi brand book is really good for a giggle. Have to wonder what planet the design team/person was on when this was conceptualised, but regardless of home planet they certainly have a wicked sense of humour. Practical joke time.

Download the Pepsi Brand Book





View high resolution version of the Carl Zeiss Jenna Logo Specification Sheet on Flickr.

After spending some time recreating the Vintage VW Logo Specification sheet I got all hot and horny for these classic logo specifications, but finding more has proved to be fruitless until now. After glancing through one of my logo books for reference and inspiration a whole page image of the Vintage Carl Zeiss Jenna logo specification sheet stared back at me.

Clearly only one thing I could do at this point.

By the way the book in question is Marks of Excellence by Per Mollerup—as a side note I would highly recommend getting this book for your logo design book collection—and the Carl Zeiss Jenna image can be found on page 180.

I initially took a quick photo with my iPhone and did a Google image search to see if the image was referenced anywhere online, but nothing at all showed up. I also did some searches for "Carl Zeiss Jenna logo specification", "Carl Zeiss Jenna logos" etc which didn't result in anything appropriate for this little project.

You can see the original Carl Zeiss Jenna logo being used on products: Zeiss Corporate History

During the search I did manage to find this nice Carl Zeiss Jenna logo history sheet, below,which shows how the logo has changed very little over the years with the notable change in name to Zeiss Ikon, and is now just called Zeiss.

After trying to locate an online source for the Carl Zeiss Jenna logo, and not having any luck, the only other option was to photograph the page from the book which is what you see above. There was some tight cropping done on the book version which meant some of the imagery like the logo and table information were cut off so I did take a small liberty to recreate these lost little bits on all 4 sides.

The next step, when I have some time, is to recreate this sheet just as I did with the Vintage VW Logo Specification sheet. I can see this taking considerably longer due to the handwritten nature of the text and other hand drawn details, but this will be a nice little project to further the digital life of this bit of brand history before it all gets lost in the ether.

If anyone can provide further details on who originally designed the Carl Zeiss Jenna logo then I would be very grateful. I have done some cursory searches on Google and Wikipedia, but nothing is obviously popping up. Would be great to be able to assign proper designer credits to this.

To wrap up this is how we now know the original Carl Zeiss Jenna brand…


I totally love the Sport Review logo mark created by Astronaut Design, but can't say I am a fan of the typeface used for the magazine word mark which you can see over at Carole Guevin.

The mast head banner font seems an odd choice for a logo mark that is pretty thick and wide. I personally like to try and factor a sense of oneness with a type based logo mark and the supporting word mark. Sometimes opposites can attract, but this combination doesn't work for me personally. Other than that the whole package is really rather gorgeous with the photography and magazine layout design creating something quite unique.

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cisco brand book 1

I was chuffed when I found the Adobe Brand Identity Book a little while back, but am more chuffed on getting my hands on The Cisco Brand Identity Book and Guidelines.

Massive thanks to Sasha Agapov @agapov for reaching out to me, and sending me these Cisco brand guidelines, and a few other brand books my way.

Once you check out the following images you will see exactly why I am really pleased to have these Cisco guidelines land on my desk. In terms of design and aesthetics, structure and layout the Cisco guidelines have to be one of the greatest set of brand guidelines I have seen recently, and comes close to trumping the Adobe Brand Book.

This set of Cisco guidelines were put together late 2010 so must be the most recent version?

cisco brand book 2

Everything about these guidelines is bordering on the perfect, and certainly appeals to my overall sense of design and layout. Every section is clearly presented with attention to the details that really make it stand out. It's fresh and lively without being too bland and conservative like the Sony Vaio brand book I covered recently.

The Cisco brand book is the complete opposite of the Sony Vaio guidelines. They show how capturing and presenting key valuable components of a brands identity can be done in a way that is a joy to read as well as being totally practical at the same time.

These guidelines are what I will strive to aim for in terms of layout and the presentation of information. I have found it quite difficult in limiting the pages to include in this post as so many of them are pretty good on the eyes, and keep going back to the pages for closer inspection.

The colour pages are particularly wonderful as is how one should use colours and gradients when working with the Cisco brand. Beautiful. You can download the 75 page PDF below.

View Other Brand Identity Guidelines

You can see other brand identity books that I have collected over time right here: Skype, I Love New YorkFourSquare, Adobe, Sony Vaio (how not to design guidelines) and even vintage NASA (part 1 & part 2).

Download the The Cisco Brand Identity Book and Guidelines


The subject of logo design pricing and deposits seems to be lingering and changing/evolving the more I get into being a self-employed logo and identity designer. I have written about this a few times before over the last few years mostly as a result of some steep learning curve and bad experiences.

The last time I wrote about this was Payment structure advice for larger logo design budget where I laid out how one could offer a few payment/deposit plans depending on higher project budgets, and any perceived risk of non-payment that could/has come about for one reason or another.

It's simple not always possible, or even fair to the client, to ask for full payment up front. I think I started out determined that every client should pay the full amount up front after I got burned a few times in the early days of being self-employed. My feelings changed end of 2010 to early 2011 which is where I started to try to be a little more flexible with payment as well as covering my own back.

We all have our different methods for logo design pricing, and I now feel that there isn't always a one-size-fits-all. Some clients you just know are good for it so you want to be more reasonable and flexible especially if it's a large value project where asking full payment or even a 75% deposit just sounds damn unreasonable.

So here we have more on client logo design pricing and deposits; an update from me to you.

For the most part I have simplified the process, but still cover most of the usual fears and concerns, but without appearing too unfriendly, unreasonable or stubborn.

Full Payment Incentive

First of all I have a section on my proposal that clearly states that if a client wishes to pay the full amount upfront then this of course would be most welcome, and that this generate them a 3-5% discount off the total proposed price.

The wording appears harsher than it usually ends up being as I feel it sets the upper tone of my expectations. If the client wishes to proceed then we can usually find a happy medium for the deposit and final payment which I will now describe.

You can download my proposal template as basis for you to create your own one from: Logo Design Proposal Template for Download

3-Part Payment

I have touched on the 3-part payment before but this is a slight variation which has worked really well over the last 6 months. This is not the only method I use as I do like to retain flexibility as well as calling situations as they occur, but for the most part I employ this method.

Let us say we have a logo design project for about £1000, and we are now wondering how to approach the issue of how much deposit seems fair and reasonable for this particular client. Let us also assume we have spoken to the client, and we get a good overall sense of trust from them as well as a sense they will be fun to work with.

Based on this we do not really want to force on them full payment up front; unless of course they like the idea of the 5% discount. We do still want to protect ourselves from the worse case as we don't always know how a project will pan out, and there are often times when external influences, not at first envisaged, can cause considerable problems for both parties.

The most common of which is when a new start-up approaches you for a cool new project with a nice budget for which you start work in earnest whilst committing every fibre of your soul to doing an outstanding job.

Although you have secured a nice deposit you have still invested a lot of time which now exceeds the deposit payment, but the bad news is that the start-up will now not be starting-up as it was a bad idea, or the investors have run away which leaves your client considering the options. My experience is that they just disappear and ignore all forms of communications. That is another story.

Back to topic.

The 3-part solution covers some of the bases as well as covering a few trust issues that the client themselves are likely feeling, but is just a nice average and fair solution.

It is not just the designer who deals with untrustworthy clients; it is also clients dealing with untrustworthy designers.

1st Payment - I typically roll with the following suggestion which is to to ask for an deposit between 40-60%. This allows us to start the project with some cash and a little bit of security.

2nd Payment - half of the outstanding balance, and is made when we have an actual logo concept that is ready to rock. By this I mean an actual idea that the client has approved as the basis for the design but is still needing the polish, refinements, details and flaws to iron out. It's not really enough for some dastardly scoundrel to run off with and get artworked somewhere else. This secondary payment ensures that the client is still on board, has acknowledged their happiness at how the project is proceeding, and gives you the designer, with another cash boost.

3rd Payment - and final payment is the incentive for both designer and client to meet their, supposed, contractual obligations—if you have read my older posts you know how I feel about the utter unusefullness of contracts in general. You now have the clients agreement that the project is on the final stretch. This should give you that final incentive to finish up good and proper to earn that last payment, but also ensures the client remains on board as they have yet to see the totally finished, and polished, idea brought to life as well as being the pass to getting all the vector files.

This method is not fool-proof, and I don't really think there is a totally fool-proof method, as even full payment up front has it's own set of complications and expectations.

As usual I am not saying this is the best way, but I am saying this way works for me and the majority of clients. It certainly feels, to me, a fair and reasonable solution.

Curious to know if you have any other methods you swear by that work well for both designer and client?

The Sony Vaio Brand Identity Book & Guidelines has actually disappointed me a great deal. Before I downloaded the PDF I had envisaged a visual delight of branding do's and don't, but instead it feels really rather dull, uninspiring, awkward and poorly designed.

I totally get that designing and creating these guidelines is a hugely complex and time consuming task that brands such as Adobe, Skype, I Love New YorkFourSquare and even vintage NASA (part 1 & part 2) can demonstrate.

Previous examples of branding guidelines have typically been created with care, passion, attention to detail as well as the realisation that the brand guidelines also represent the brand that the brand book is attempting to keep on the straight and narrow.

When a stunning laptop such as the Sony Vaio has a brand book that looks as tired as this one does it really is a shame. Adobe had a monumental task on their hands with their brand book given how many sub brands, applications, icons, logos, logo types are in use at any one time yet they still have taken care with the overall presentation of this valuable book.

The best pages are the colour specifications only because of the lovely range of blues neatly laid out on the page.

The most interesting aspect of the Sony Vaio brand is the meaning behind the Sony Vaio logo. As it happens I have a post about that as well: The Meaning Behind the Sony Vaio Logo

Maybe I have been spoilt with some stunning previous brand guidelines and need to look past the layout, and focus more on the presented information? Yet—I still come back to thinking—the presentation is just as important as the information when you are talking about brand guidelines? Or not.

Download the PDF of the Sony Vaio Brand Identity Book & Guidelines

A while back Tim George was fortunate enough to get his hands on a few pages of the NASA Brand Identity Guidelines from 1976 and put them up on his website. The result post spawned a gazillion reposts, including here on imjustcreative, and back links for Tim, but frustratingly only a handful of pages which left us all wanting more.

Tim has now managed to get his hands on a few more pages of NASA Brand Identity Guidelines—which is not an original copy, but a photocopied duplicate—and has kindly scanned these in as well. I'm only going to show a few photos as it's only right that Tim gets the viewings and page visits for his work in making this available to us.

The NASA identity was designed by Danne & Blackburn in 1976 and has to be without a shadow of a doubt one of the most iconic examples of logo and identity design. It's a real treat to see more pages of the NASA Brand Identity Guidelines.

I have other well known brand identity guidelines littered about my blog which you can find using the Identity Guidelines category.

NASA Brand Identity Guidelines

Head over to Tim's Flickr set as well as his website for a written explanation: NASA Brand Identity Guidelines / Danne and Blackburn, 1976 of how he managed to get his hands on such a beauty.


Better late than never here are the 3 winners for the Dribbble Pro Account Giveaway I posted sometime last century.

The 3 names have been selected at random and so have no bearing on the type of work you have Dribbbled so far. Interestingly there is a distinct lack of females in the comments, very male dominated seemingly.

The Next Giveaway

Just prepping a new give-away which is for Issue 3 of 8Faces of which I have 2 copies to giveaway, so make sure you are subscribed and following me if you don't want to miss out.

The 3 Dribbble Pro Winners

1. Adam Lorber @adamlorber

2. Adam Grason @adamgrason

3. Dru Bramlett @drueyy

So well done to you 3 so please send me a note so that we can arrange the Paypal transfer. You are of course not obliged to use that money for a Pro account, and you could use it for beer instead, but if I don't see your account transformed into a Pro account within 2 weeks I will throw a pissy fit.

100 Hard Core Band Wordmarks 100 Hard Core Band Wordmarks 100 Hard Core Band Wordmarks 100 hardcore wordmarks

100 Hard Core Band Wordmarks from the 80's by Jarrod Barretto

Now these are logos that you probably won't ever see much of, so quite nice that there is an online, and viewable, collection of these hard core wordmarks from bands of the early 80', all collected by Jarrod Barretto.

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