Logo Design Love has an interesting post on brand identity guides for many leading brands. There are some great gems in there. Surprisingly, I was especially impressed with the Walmart guide. It’s definitely worth a slow skim (suppose that’s an oxymoron). One topic to pay close attention to is section 9 on Tone and Voice. Finding a good and consistent voice is so important. We’re working hard on voice at CCV and believe it or not for the Rock project. We want the Rock ChMS to be more than a piece of software. We want it to be a community. One with a personality.