What is in a brand identity? The checklist for small businesses
A brand identity is the set of visual rules that makes everything you publish look like it came from the same business. You do not need everything on day one.
Must have from the start
- Logo in colour, black and white versions, as vector files
- Two to four brand colours with print (CMYK) and screen (HEX) codes
- One or two typefaces
- Business card and email signature
- A profile image and cover for your social channels
Add when you grow
- Letterhead, invoice and quotation templates
- Signage and uniforms
- Packaging or menus
- Social media templates
- Photo and illustration style
What a brand guide contains
Even an eight-page guide saves time: logo usage and clear space, colours, fonts, a few example layouts, and things not to do. Give it to every printer and freelancer you work with.
Our Essential identity plan covers the first list plus a 12-page guide; Complete adds the second list.
