Short answer
What should a small-business brand identity package include?
A useful package includes your logo in several versions and file formats, a colour palette with exact codes, one or two typefaces, simple rules for using them, and templates you will reuse, such as social posts and a business card. A logo alone isn't a brand identity; the system around it is what keeps you consistent.
The logo, in every version you'll need
- Primary logo, plus a compact version for small spaces such as profile pictures
- Light and dark versions, so it works on any background
- Files in SVG for print and web, and PNG for everyday use
- A favicon for your website's browser tab
Colours and type with exact values
"Blue" isn't a specification. Your palette should list exact HEX codes for digital use, CMYK for print and, ideally, the nearest Pantone colour. Choose one or two typefaces with licences that cover web and print, so your website, documents and signage match.
Simple usage rules
Brand guidelines don't need to be a hundred pages. Two or three pages showing clear space around the logo, minimum size, colour combinations that work, and a few examples of what not to do will keep a printer, a designer and your staff consistent.
Templates you'll actually use
- Social media post and story templates
- Business card and email signature
- A quotation or invoice layout
- A cover image for Facebook and LinkedIn
What it costs
My brand identity work starts from ₱35,000 (US$1,400 internationally). See brand identity for what's included, or my own KB brand for an example of a full system.
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