BSG resource

Briefly discuss one resource from the class website or from your own research that you’ve found to be helpful in understanding the genre of the Brand Style Guide and/or the process of developing the style for a brand. (Please include a link if you mention a specific website.)

Update: additional resources that you’ve suggested are listed on the Resources page.

20 thoughts on “BSG resource”

  1. Hubspot’s “21 Brand Style Guide Examples for Visual Inspiration” article was easy to follow and provided a variety of examples that helped me better understand the process of developing the style for a brand. Although the examples largely featured businesses, there were still a lot of great takeaways that will help me better approach my own BSG later this quarter. This resource begins by breaking down the basic components in a BSG (i.e. mission statement, typography, etc.), providing a clear definition and explanation for why it’s important. The latter half of the article walks through 21 different examples, including screenshots of each guide to complement a short description about a specific genre feature. The screenshots also allowed for side-by-side comparisons of the different art styles and tone available. As a visual learner, I enjoyed browsing through all the examples and hope to translate some of that inspiration into my own creativity.

    Here’s the link to Hubspot’s resource: [](

    1. I also found Hubspot’s article to be extremely useful for this class, and especially for understanding each of the components of the BSG in more depth in the context of our group analysis presentations. In addition, the Hubspot article includes a link to a free e-book that goes into even further detail about each of the BSG components. I highly recommend that everyone take a look at this e-book/pdf before giving your class presentations, and especially while creating your own BSG’s later in the quarter. I have yet to find a resource that breaks down each section in such a comprehensive and user-friendly way. I hope this helps!|1d0d4bea-3996-4a7a-9749-6845508e53e0&submissionGuid=f4fe629e-d890-4d1c-971c-ce5a8b6b0402&__hstc=20629287.3aac1ac200c715c94310b88d558a8116.1610466874047.1610466874047.1610466874047.1&__hssc=20629287.3.1610466874047&__hsfp=1851083812

  2. I really enjoyed looking through the different brands in “Identity Designed” by David Airey. As a visual learner, I maximize my creativity by looking through a range of examples of excellent design. The simplicity of the website layout was extremely appealing and portfolio-like, and it made me feel compelled to click on and view each brand individually. Each design was incredibly unique but also very simplistic. I found that many of them were effective because they used minimal lines, font choices, and shapes, but incorporated these elements in ways that maximized aesthetic and brand memorability. One of my favorite brands was Lick. I thought they did an excellent job creating a look that was chic and classy, but also youthful and felt accessible to a wider range of socio-economic levels.

    Another resource that I often use outside of class is Pinterest. There is an endless array of design material to draw inspiration from on there, and once you start creating boards, it’ll recommend images to you that align with what you’ve already pinned to the board.

    1. Hey Rachel!

      I also loved Identity Designed! I think that seeing the principles we’re learning applied to multiple real-life contexts is super helpful for 1) solidifying my understanding of these concepts and 2) giving me inspiration for future designs. I totally agree with you– I love the minimalist trend that ran through these examples! I love intentional and the minimal lines, shapes, layouts and color palettes were. My personal favorite was Justine – I love how they took traditional French café menus, New Orleans signposts, and interior design and focused on making small details (iconography, color palettes, font) funky. These designers subverted the expectations of what a restaurant should be/look like and made these recognizable features their own.

      I also use Pinterest! I really liked the suggestion one of the Brand Style Guide How-To’s (I forgot which one) where they recommended making a brand mood board. One of the companies had their employees make Pinterest boards that expressed their company’s brand to make the re-designing more collective and democratic. It’s such a wonderful tool for finding inspiration and expanding upon a singular image or idea. is also a great place to find high quality, royalty free images and videos for inspiration.

  3. I thought that the article from 99designs about “How to create a brand style guide” was really helpful for me. I have more of a background in UX design, and while I was sort of familiar with design systems and style guides, I more knew what they were than how they were created/used. I liked that the 99designs article provided a broad overview of the brand style guide genre assuming that I didn’t have any prior knowledge, because I think it made everything very easy to understand.

    I’m also a very visual person, so I thought that a lot of the tips and suggestions they had for creating a brand style guide were relevant, especially creating a mood board/inspiration board because it’s something that I did a lot during my previous work as a freelance photographer.

    1. Hi Irene!

      I also found Shirley Chan’s 99design article to be very informative, as it clearly lays out the significance of a brand style guide and the skeletal structure of one’s that are most successful and effective. I enjoyed clicking on the supplemental links and reading through the examples that Chan provide throughout the article. Like yourself, I’m a visual learner and I comprehended the overall purpose and layout of a brand style guide with ease.

      Prior to this course, I had experience utilizing UCSB’s Visual Identity Guidelines to create content such as signage, brochures, and flyers for the Alumni Association. After reading this article and exploring brands from David Airey’s “Identity Designed,” I’ve noticed that different style guides hold a variety of digital assets (i.e. business cards, packaging, and store signage) unique to that company, brand, or business.

  4. I found “Identity Designed” by David Airey ( very helpful in beginning the brainstorming process for my own Brand Style Guide as well as the Brand Style Guide Analysis. The examples that he provided are varied and show different styles of Brand Style Guides which I found to be interesting and helpful. I explored this site and also was able to see the overall style he used for his website. It is a classy, clean cut, organized website, a style that appeals to my eye.

    Another resource I have found to be helpful in creating the Brand Style Guide Analysis is Canva. Canva allows you to share projects in the same way a “Google Doc” or “Google Slides” works. There are hundreds of styles to choose from to spark creativity but also keep uniformity among the group while you are each working on different pages or slides separately.

    1. Hi Becca!
      I completely agree with what you mentioned both about “Identity Designed” and Canva. It was really helpful to see a lot of different companies from the same website and with a bit more of the background story. The layout to flip through the different brands and compare trends and styles was also especially helpful for me to better understand my group’s project which focused on the “special feature”, and many of these companies had great examples! The only drawback to this website that I found was it wasn’t the Brand Style Guide specifically, but it still helped me understand all of the elements and processes that go into one better.

      I also really like working as a team (or solo) on Canva as well. I have only recently worked on shared docs in Canva and it is going to be such a useful feature in other areas where I use it for work or internships. It makes for a cleaner, modern design without sacrificing the teamwork aspect of it, like you mentioned.

  5. The introduction to brand style guides by 99 designs ( was very helpful to me. I had no idea what a BSG was before this class, and the site did a great job of explaining the components and characteristics of a new genre. The article had many examples, but also organized information (with headers, subheaders, lists etc.) in a clear and consistent way. Breaking the article into sections was also helpful.

    My group has also been experimenting with Canva ( I was surprised to see that it has templates for both infographics and slideshows. You can also customize the dimensions of the slides to create PDFs with different looks. Overall, it’s a pretty neat website for creating well-designed presentations and infographics from a template.

  6. David Airey’s article in Identity Designed ( was incredibly helpful, informative, and inspiring for my understanding of BSG’s and how I may possibly want to create my own brand. All of the different brands present on the website present such a well-rounded idea of how much really goes into designing a full-fledged brand. Everything from the logo, color choices, materials used, page design, physical locations, and more all have a massive impact on how the general public perceives a brand. This article/website gave me such a clear, visual, representation of how all these different brands represent and express their style through such unique ways. I feel so inspired by some of the creative ways in which many of the brands presented here created logos, used imagery in powerful ways, combined unique color schemes, and uniquely expressed their brand’s identity and values. Seeing all of the amazing graphic design present throughout many of these brand’s materials made me feel inspired to create something that I know will take a great deal of brainstorming and thinking! After looking at these brands, I realize that creating a unique, bold, and powerful brand image is not an easy task, but one that I cannot wait to try and achieve!

    As well, I have had a lot of fun recently experimenting with various applications and websites such as Procreate, Illustrator, and Canva. I do not have much prior experience at all with Procreate or Illustrator, but I find that (especially Illustrator’s) tutorials are so helpful and informative. Since I don’t know much about how these platforms work, I defiantly want to get a head start with trying to learn them so that by the time I need to actually start designing my logo & BSG, I have a much better handle on how they work. As a whole, all of these platforms have made it really easy to me to just jot some ideas down and see what happens (especially Canva since its so easy to use). I know that over time, continuing to create small pieces on these platforms may eventually result in a larger result that I am really excited about!

  7. One resource I found to be particularly useful in helping me understand brand style guides is the 99designs article we read during the first week of the quarter ( The concept of a creating a brand style guide felt somewhat unfamiliar to me coming into this class, and given all the different elements within a brand style guide (writing, color scheme, typography, etc.), there can be so much information to process. However, I felt like the 99designs article laid out a clear step-by-step outline that helped get me thinking about the different elements within a brand style guide, as well as what I might want to do for my own.

    The article also provided a lot of useful information without overloading the page with text. While the writing on a web page is important, I have always learned better when there are visual demonstrations to accompany the text. I particularly appreciated how the article focused on ways to find inspiration, because finding that spark of creativity to get started on projects is often the hardest part. On top of that, the author made it clear that there is no specific formula for finding your inspiration, as everyone ultimately needs to do what works for them. This is one piece of advice I will surely remember when I begin the process of developing my own personal style.

  8. In addition to the resources provided by Professor Sorapure, I recently discovered a live Youtube stream from Adobe Creative Cloud to be very informative and insightful. The two-hour-long live featured Designer and Illustrator Sydney Michuda as she demonstrates how she creates a comprehensive brand identity. I thought that the overall format of the live was easy-to-follow and I was able to obtain great information after watching it! Since I am more so an auditory and visual learner, I really enjoyed the video format of learning things and diving deeper into constructing brand identities and styles. In the live, Sydney shows how she leverages custom color palettes and layouts to design branded elements and logos. I love how she also offers industry advice in how she devises these guides/identities for her clients and how she manages to design well with competitors in mind. Here’s the link if anyone was interested in watching it themselves! There are two parts, but here is Part 1:

    I also really enjoyed Hubspot’s ’21 Brand Style Guide’! I noticed a couple of my peers have mentioned it already, so I’ll just quickly add to what they’ve said. I like how the article is formatted in a way that is straight-forward and educational at the same time. It provides a neat and simple overview of key components to a typical Brand Style Guide and then segues into a bunch of different comprehensive examples. It was really cool browsing through all the BSG’s and really trying to decipher what each brand is trying to convey to their audience through the elements of design.

  9. I found the “Identity Designed” website ( helpful in showcasing what a Brand Style Guide is and the multiple ways a brand can go about creating their own style guide. I loved how there were so many different examples of BSGs by different type of brands around the world, ranging from clothing stores to coffee shops. This website showed all the creative and different ways a brand could establish itself through logo design, color, typography, imagery, and more. Further, I found the layout of the website to be simple but aesthetically pleasing. The information was laid out visually in a clear and informative manner. I will definitely be looking back on this website for inspiration for my own BSG.

    In addition to the resources from the class website, another resource I often use for design inspiration and information is Behance ( Behance is a website by Adobe that allows designers around the world to upload their creative projects and is also a social platform for people to interact with other fellow designers. I found that a lot of designers and brands often upload their BSGs onto Behance and I think it would be a good source of inspiration when creating my own BSG.

    1. Hi Melody! I was also inspired by the Identity Designed website, and I’ll definitely be looking at it again for my BSG because it’s such beautiful and diverse curation of creative branding. It helped me get a sense for how a brand can truly develop an identity/personality by paying consistent attention to the details (typography, color, visuals) and how they interact with one another. The simple design of the website really lets each brand speak for itself.

      Behance is wonderful! I also refer to Pinterest and Dribbble when seeking design inspiration, which are similar search engines for imagery. I especially like these websites because they allow you to save and organize images when you’re planning projects, which would be perfect for making a BSG moodboard.

  10. I got the most use out of the Identity Designed website ( and “Creating a brand to serve” ( While I undoubtedly found the BSG informational resources helpful, the exploration of real, professional examples of brand style guides provided a deeper understanding of what makes them effective.

    REKKI’s brand style guide in “Creating a brand to serve” was particularly insightful. This article provided an extremely detailed look into the design decisions made in creating the brand’s style and image. It explains the thought process and meaning behind every element of the brand, no matter how minute, beyond that of the typical brand style guide such as the technical aspects of its custom font, the symbols and shapes in their marketing materials, how the brand name can compose lines and a plane, and repetition/rhythm in its branding. The sheer depth this brand style guide goes into is beyond impressive and inspirational.

  11. I found the 99designs article to be the most helpful resource in learning about what components go into the creation of a brand style guide. As someone who has never heard of a BSG prior to this class, I thought that the article did a really great job at explaining what a brand style guide is and all the key components that go into it. I especially appreciated the examples of the different logos because it made me consider the unique brand identity of some of the biggest companies today. These companies all have something distinctive about their brand that sets them apart from their competitors. As an aspiring marketing professional, I think this will definitely something important to keep in mind.

    Another resource that I found really helpful was the compilation of BSG examples under the Projects tab, especially the ones from past students. Most online examples of brand style guides represent a company, restaurant, or organization, but the student examples showcased an individual’s personal brand identity, which I think will become even more useful when I work on my own BSG.

    1. Hi William! I also found the 99designs article to be the most helpful resource in learning about what components go into the creation of a brand style guide (BSG). Although the 99designs article “How to Create a Brand Style Guide” gave a more high-level overview of what goes in a BSG, they had another article on “The 7 types of logos (and how to use them)” which provided further details. Another really good resource that served as a source of inspiration for me was looking at different brands and how past WRIT155A students went about creating their logo. I particularly liked the past student example from Mable Truong because the logo in her BSG really reflected her style and her interests–which is what a good logo should do for a company.

  12. Personally speaking, I really love the Identity Designed website (, including plenty of examples to help us to develop the brand identity. When you click on each sample, you can see a complete, visualized, and well-annotated BSG analysis.

    Besides the resources provided by Professor Sorapure, I also notice that the Pinterest website ( works very effectively when you are trying to search for inspired ideas or specific topics. Pinterest allows people to chronicle, share, and search for what they love more targeted. People can enjoy Pinterest without reading anything because Pinterest is all about images. Accordingly, audiences can fully immerse themselves in a powerful community experience that is 100% visual. When I first tried to create my own logo, I first listed the key terms that I wanted to convey through the logo. After that, I searched the listed key terms through Pinterest and found a large number of examples of logos that were creative, attractive, and meaningful. I don’t need to click on pictures one by one; instead, I can quickly browse the web and find what I need.

  13. I really enjoyed reading the 99designs article. I really liked the outline they included. It explained that BSGs need a mission, a vision, a target audience, brand personality, and core values. I also really enjoyed all the graphics for each section that the article was explaining. I’m definitely a visual learner, so it was really helpful to see. I also thought that the example outline was very thorough, and provides a solid foundation for anyone who is a beginner at BSGS.

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