These guidelines are designed to be compatible with Joe Celko's SQL Programming Style book to make adoption for teams who already read that book easier. This guide is a little more opinionated in some areas and in others a little more relaxed. It is certainly more succint where Celko's book contains anecdotes and reasoning behind each rule thoughtful prose.
It is easy to include this guide in Markdown format as a part of a project's code base or reference it here for anyone on the project to freely read - much harder with a physical book.