Most small businesses come to us with a logo they paid for once and a folder of slightly different versions of it. A logo on its own isn't a brand. It's one asset, and without rules around it, every new flyer, slide and social post drifts a little further from the last one.
The difference between a logo and a brand kit
A logo tells people who you are. A brand kit tells everyone who makes things for you, from designers and developers to your own team on a Friday afternoon, how to use it consistently. The kit is what keeps your website, your pitch deck and your social posts looking like the same company.
What belongs in a starting brand kit
- A logo suite: the primary logo, a simpler mark for small spaces, and light and dark versions
- A colour palette with exact values for screen and print
- Typography: one heading font and one body font, with sizes and weights for each
- Usage rules on a single page: clear space, minimum size, and what not to do
- Templates for the things you make most often, like social posts and a pitch deck
- Every file handed over in an editable format that you own
What you can leave out for now
A 60-page guidelines book, a custom illustration system, motion rules and merchandise mockups are all useful later. At the start they mostly slow things down. If a rule won't be used in the next six months, it doesn't need to be written yet.
How to tell if your current kit is working
Ask someone who didn't design it to make a social post using only what's in the folder. If they have to guess a colour, stretch the logo to fit, or message you to ask which font to use, the kit is missing something.
Where this fits with our Brand Kit package
This list is the scope of our Brand Kit package: a logo suite, colours, type and usage rules on one sheet, plus social and pitch-deck templates, ready in two weeks for a fixed $1,900. Everything is handed over editable, so you're never locked in to us to make the next thing.