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What belongs in a brand kit?
Keep files, styles and guidance you need in one place, so your business looks and sounds consistent.
More than just a folder of logos
A useful brand kit brings together approved assets and simple instructions for using them. It should help you, your colleagues and your suppliers make consistent choices.
Brand assets
The files you use: logos, fonts, graphics and templates.
Brand guidelines
The instructions that explain how and when to use them.
Start with these six essentials
01
Logo versions
Primary logo, alternative layouts, a small-use mark and light or dark versions, where needed.
02
Colour palette
Approved colours, their roles and HEX or RGB values. Add print specifications for the agreed output conditions.
03
Typography
Heading and body fonts, useful weights and fallback options. Include font sources and licence information.
04
Imagery & graphic elements
Photography style, icons, patterns and other approved assets, with examples of how to use them.
05
Voice & key messages
A short business description, core messages and examples of how your business should sound.
06
Everyday templates
The documents and layouts you use most, such as proposals, presentations and social posts.
What a simple kit could look like
A small usable kit is more helpful than a large collection nobody knows how to use.
Include the right files
Supply EPS or other formats when a supplier specifically needs them.
| Asset | Useful formats | Include a note on |
|---|---|---|
| Logos | SVG, PDF and transparent PNG | Which version to use and minimum size |
| Typography | Font source links and licensed files where permitted | Weights, roles and licence restrictions |
| Templates | Editable originals and example PDFs | What can be changed |
| Images & graphics | Suitable originals and ready-to-use exports | Usage rights, credits and cropping |
Make the kit easy to use
Clear names
Label assets by purpose, background and format. Avoid files called final-final.
One approved location
Keep a shared master folder and make the current version easy to find.
A short read-me
Explain what is included, who maintains it and where to ask for help.
Add more when you need it
You may later need packaging layouts, signage rules, presentation templates or guidance for partner branding.
Build around the work you actually do. A small business does not need every possible brand asset on day one.
Before you share it
Files open and are clearly named
Logo versions work on intended backgrounds
Font and image permissions are documented
Guidance has an owner and revision date
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