by ibby
There’s some exciting news from Standards—the design software startup just launched a brand new site (July 16), and it’s packed with published brand systems from some of the most design-forward companies around. Think Cash App, Mailchimp, and The Obama Foundation.
But to understand why this is such a big moment, we’ve got to go back a bit.
Where It Started
In 2014, Pentagram designers Hamish Smyth and Jesse Reed launched a Kickstarter to reprint the 1970s NYCTA Graphics Standards Manual. It was a surprise hit. What started as a niche archival project caught fire—pulling a forgotten era of graphic standards into the design spotlight.
From there, the duo built Standards Manual, an independent publishing imprint that reissued iconic style guides for NASA, the EPA, and even DC Comics. These weren’t just design nerd artifacts anymore—they showed up in fashion, business, and culture.
And that’s where the idea for Standards—the software—was born.
Abduzeedo’s Take
Abduzeedo founder Fabio Sasso shared his reaction to the redesign:
“What I love about the new Standards site is how transparent and useful it is—not just for companies managing their own design systems, but for anyone who wants to learn how great brands stay consistent. It’s like a design system and inspiration board rolled into one—super clean, super useful.”
Why This Matters
Over the past year, Standards has quietly exploded boasting 300%+ MRR growth, doubled customer count, servicing over 1,000 companies and most profoundly, still 100% bootstrapped. With the new site, they’re doubling down on clarity, transparency, and the real work of design systems—not just logos and colors, but motion rules, voice, layout, and evolution over time.
Visit Standards for the full experience and to see the featured brand systems in action.
