Specifically, regarding keys: I strongly disagree with the strange idea that keys must be without meaning. In general, I consider a database a collection of facts; as soon as you start adding arbitrary numbers (like generated keys) and other irrelevant information into it, it should be a warning sign. I recommend this articly by Joe Celko for more on keys.
More general notes:
Suggestions for schema designs/data models for different businesses:
David C. Hay: Data Model Patterns: Conventions of Thought
Rather old, but there is a reason why it's still in print
http://www.dorsethouse.com/books/dmp.html
Maybe not very pattern-like, but still very good:
Stephane Faroult, Peter Robson: The Art of SQL
http://oreilly.com/catalog/9780596008949/
Another one which I can recommend:
Vadim Tropashko: SQL Design Patterns - The Expert Guide to SQL Programming
http://www.rampant-books.com/book_2006_1_sql_coding_styles.htm
Systematic text-book about data modelling:
Graeme Simsion & Graham Witt, "Data Modeling Essentials"
http://www.elsevierdirect.com/product.jsp?isbn=9780126445510
Maybe you are actually looking for a "style guide"?. I that case:
Joe Celko: SQL Programming Style
http://www.elsevierdirect.com/product.jsp?isbn=9780120887972