“We need a logo” is how most branding projects start. But a logo alone rarely solves the real problem: your business looks different on your website, your trucks, your Instagram and your business cards. That’s what a brand identity package is for.
Here’s what a professional package should include, and why each piece matters.
1. Logo system (not just one logo)
You need versions of your logo that work everywhere:
- Primary logo the full version for your website and documents.
- Secondary / horizontal version for narrow spaces like headers and email signatures.
- Icon or symbol for social media avatars, favicons and app icons.
- Monochrome versions white and black, for dark backgrounds, embroidery and stamps.
Each should come in vector formats (SVG, PDF, AI/EPS) and ready-to-use PNGs.
2. Color palette
A defined set of brand colors with exact values for every use:
- HEX / RGB for screens,
- CMYK for print,
- Pantone when you print packaging or merchandise.
A good palette includes primary colors, supporting colors and neutrals, and rules on how to combine them.
3. Typography
One or two font families with clear roles: headings, body text, accents. The package should name the fonts, confirm licensing, and show the hierarchy (sizes and weights) to use on web and in print.
4. Graphic elements
Patterns, shapes, icons, photo style, illustration style. These are the elements that make your materials recognizable even without the logo. For example, the meditating bear symbol we created for Yoga Drew carries the brand on its own.
5. Brandbook (brand guidelines)
The brandbook ties everything together. It explains:
- how to use the logo, minimum sizes and clear space,
- what not to do (stretching, wrong colors, busy backgrounds),
- color and typography rules,
- examples of the brand applied correctly,
- tone of voice: how your brand speaks.
Without a brandbook, every new designer, printer or employee will interpret your brand differently. With one, your image stays consistent for years.
6. Key applications
Most businesses also need the identity applied to the things they use every day:
- business cards and email signature,
- social media templates (posts, stories, highlights covers),
- presentation or commercial proposal template,
- letterhead and documents,
- signage, vehicle wraps or uniforms if relevant.
7. Packaging (for product businesses)
If you sell physical products, packaging is often the most important touchpoint. A complete package can include boxes, labels, stickers and seals, bags and inserts, all print-ready. See how we approached packaging for Crafty Box.
Optional: naming
If you’re launching a new business or product, naming comes first. A strong name is memorable, easy to spell, available as a domain and on social media, and legally safe to use.
Checklist
Before you sign off on a branding project, make sure you receive:
- Logo system in vector and PNG formats
- Color palette with HEX, RGB, CMYK (and Pantone if needed)
- Fonts with licensing information
- Graphic elements and photo style
- Brandbook / guidelines PDF
- Templates for the materials you use most
- Source files you own
Ready to build a brand that stays consistent everywhere? Explore Pixelco Branding Hub.
