- **Epistemic status:** #budding Guideline that defines how the assets and materials of a company is designed and maintained. These can include logos, typography, color palettes, messaging (such as mission statements and taglines), collateral (such as business card and PowerPoint templates), etc. They are essential to establish a cohesive presence across an increasing number of media, channels, and touchpoints. Internally, everyone in the organization speaks an [[Ubiquitous Language]] and feel part of a singular entity. Externally, third parties know which colors to use and how to use the brand's logo. They are easier to establish than a [[Design Language System]] because a [[Design Language System]] describes the general direction, philosophy, and approach to developing projects or products. Examples of such guidelines are: - [Design guidelines by Spotify](https://developer.spotify.com/documentation/general/design-and-branding/) - [Brand assets by Netflix](https://brand.netflix.com/en/assets/) - [Brand toolkit by Twitter](https://about.twitter.com/en/who-we-are/brand-toolkit) - [Branding by Monday](https://mindsparklemag.com/design/monday-com-branding/) - [Design guidelines by NASA](https://brandingstyleguides.com/guide/nasa/) --- ## References - “Atomic Design by Brad Frost.” Accessed Apr 11, 2022. <http://atomicdesign.bradfrost.com/>. - Brad Frost. “Style Guides,” November 18, 2014. <https://bradfrost.com/blog/post/style-guides/>.