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Brand Standards Manuals

These manuals demonstrate components and qualities discussed in Brandards:

Alzheimer’s Society:

American Red Cross:

Best Buy:

Bowling Green State University:


Five Guys Burgers and Fries:

The Institute of Internal Auditors:

New York City Transit Authority:

The Nielson Company:

Red (student project: hypothetical winery/wine distributor):

University of Cincinnati:

USAID: (manual prepared as student project for real-world client):

Mission Statements

A comprehensive list of mission statements of Fortune 500 companies can be found at

Works Cited

Airey, David. Logo Design Love: A guide to creating iconic brand identities. Berkeley, California: New Riders, 2010.

Franzen, Giep. and Sandra Moriarty. The science and art of branding. Armonk, New York: M. E. Sharpe, 2009.

Mariotti, John. Smart Things to Know about Brands and Branding. Dover, New Hampshire: Capston, 1999.

Neumeier, Marty. The Brand Gap: How to bridge the distance between business strategy and design. Berkeley, California: New Riders, 2003, 2005.

Sivulka, Juliann. Soap, Sex, and Cigarettes: A cultural history of American advertising. Wadsworth, 1997.

Twitchell, James B. Twenty Ads that Shook the World. New York: Three Rivers, 2000.

Wheeler, Alina. Designing Brand Identity: An essential guide for the whole branding team. 3rd ed. Hoboken, New Jersey: Wiley, 2009.

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