The most important golden rule is for height.
The top of the chimney should be above anything else near by.
That includes trees as well.
Otherwise when the wind blows from the direction of the higher object there will be a downdraught created into the chimney.
I'd agree with that in an ideal world, but it's frequently not possible. We used to live in a wood with mature (and protected) trees very close to the house, but the use of an 'H-pot' pretty much eliminated blowback, even in windy conditions.
Is the OP thinking of regulations or appearance?
From the variety to be seen around the country, there's no real convention convention as far as appearance is concerned but there is a lot of info within part J of the building regulations . . . assuming you can stay awake long enough to read through it all.