Some elements will depend on client needs but generally a Brand Kit will include: logos (primary and secondary), brand palette and CMYK, RGB and hex values, logo usage guide, typeface and supported font variants (body copy, headers, logo etc). More elaborate kits may also include visual identity guides for photography, video advertising as well as mission, vision and value statements. These kits can be as complex or simple as the client needs, there is no one size fits all!