# Published brand guidelines, annotated

> Twelve brand guides that companies and public bodies publish, from Mailchimp to the NHS, each with its best rules quoted with notes, and what it leaves out.

Twelve published brand guides each have their own page. Each page says what the guide covers and what it leaves out. It also quotes the best rules word for word, with a note on each. We chose them for variety, and because each guide does at least one part of a guide well. No guide is perfect, and the gaps are as useful as the rules.

| Guide | Where it is published | Best parts to learn from |
| --- | --- | --- |
| [Mailchimp](https://aibrandguidelines.org/examples/mailchimp) | Website | Voice and tone, Words and style |
| [GOV.UK](https://aibrandguidelines.org/examples/gov-uk) | Website | Words and style, Voice and tone |
| [Microsoft](https://aibrandguidelines.org/examples/microsoft) | Website | Words and style, Voice and tone |
| [NHS](https://aibrandguidelines.org/examples/nhs) | Website | Logo, Color |
| [IBM](https://aibrandguidelines.org/examples/ibm) | Website | Color, Typography |
| [Mozilla](https://aibrandguidelines.org/examples/mozilla) | Website (Frontify portal) | Positioning and messaging, Logo |
| [Spotify](https://aibrandguidelines.org/examples/spotify) | Website | Logo, Color |
| [Atlassian](https://aibrandguidelines.org/examples/atlassian) | Website | Logo, Voice and tone |
| [Shopify](https://aibrandguidelines.org/examples/shopify) | Website, with Markdown copies | Words and style, Voice and tone |
| [Dropbox](https://aibrandguidelines.org/examples/dropbox) | Website and a legal page | Positioning and messaging, Logo |
| [GitHub](https://aibrandguidelines.org/examples/github) | Website, PDF and Figma files | Logo, Color |
| [Experian](https://aibrandguidelines.org/examples/experian) | Website | Using AI, Photography and imagery |

## How to use these pages

Read the guide that is most like yours first: the guide of a software company, of a public service, or of a design system. Then read the part pages, for example [voice](https://aibrandguidelines.org/parts/voice) or [logo](https://aibrandguidelines.org/parts/logo). These pages put quotes from several guides next to each other.

Every quote links to the page that it comes from, and shows the date that it was checked. Guides change, so follow the link before you depend on a rule.

---

Source: https://aibrandguidelines.org/examples
Last updated: 2026-11-11
Published by Annotated Guidelines. Annotated Guidelines is run by the team at Rainbrand.