Brand Design
What is Included in a Brand Identity Package?
A brand identity package should give you everything you need to apply your brand consistently. Here is what to expect and what to check before accepting delivery.
Published 1 June 2026
Core logo deliverables
A properly delivered brand identity package should include your logo in multiple file formats: SVG (scalable vector, for web and digital use), PDF (print-ready vector), PNG (transparent background, for placing on different colours), and typically a reversed version for use on dark backgrounds. You should also receive the logo in all colour variants agreed during the project — full colour, black, white, and any single-colour versions required for embroidery or screen printing.
Colour and typography
Your brand colours should be supplied as hex codes (for digital use), RGB values (for screen), and CMYK values (for print). If brand colours have been matched to a Pantone reference, those should be included too. Typography should be specified by typeface name, weight, and supplier — so you can license the fonts yourself and apply them consistently. If custom or commercially licensed fonts were used, this should be clearly communicated.
Brand guidelines
A brand identity package should include some form of brand guidelines — even if brief. This document covers how to use the logo correctly (clear space, minimum sizes, incorrect usage), the colour palette, the typography system, and any additional design elements or patterns. The purpose is to give anyone producing materials for the business a clear reference to follow. Whether that is you, a marketing team, a printer or a web developer, they should be able to pick up the guidelines and apply the brand correctly without guessing.
What to check before you sign off
Before accepting delivery of a brand identity project, check: that you have received all agreed file formats, that colour values are specified for all required output types, that fonts are named and the source is clear, that the guidelines document is complete and usable, and that you have all the editable source files if that was part of the agreement. If anything is missing, ask for it before closing the project. Chasing files after a project is closed is always harder than addressing gaps before sign-off.
Work with Ross
Need help with design, websites or branding?
Ross Boag provides freelance graphic design, web design, brand design, print artwork, motion graphics and monthly creative support for businesses across Glasgow, Scotland and the UK.