What's included

• Logo Suite

  Primary Logo: The main version of the logo. Alternate Logos/Variations: Horizontal, stacked, icon-only, wordmark-only versions. Usage Guidelines: Clear rules on minimum size, clear space, and incorrect usage examples. File Formats: Vector (AI, EPS, SVG) for scalability and Raster (JPG, PNG) for web/digital use, often in various color modes (CMYK, RGB, Hex).

• Color Palette

  Primary Colors: Core brand colors with specific values. Secondary/Accent Colors: Supporting colors that complement the primary palette. Color Codes: Hex codes (for web), RGB values (for digital displays), CMYK values (for print), and Pantone (PMS) numbers (for consistent print reproduction). Usage Guidelines: When and how to use different colors, color pairings.

• Typography (Fonts)

  Primary Font(s): The main typeface(s) for headlines, body copy. Secondary Font(s): Complementary fonts for specific uses. Usage Guidelines: Recommended font sizes, weights (bold, regular, light), line spacing, letter spacing, and specific usage for different applications (e.g., website headers, print ads, social media). Font Files: Often includes the actual font files (e.g., OTF, TTF) or clear instructions on where to license/download them.

• Imagery and Visual Style

  Photography Style: Guidelines on tone, subject matter, lighting, composition, and editing (e.g., bright & airy, moody, candid, posed). Illustration/Iconography Style: If applicable, guidelines on the style of illustrations or icons used (e.g., flat, line art, realistic, abstract). Examples: A collection of approved images and illustrations to demonstrate the desired aesthetic.

• Brand Voice and Messaging

  Brand Personality: Adjectives describing the brand's character (e.g., friendly, authoritative, innovative, playful). Tone of Voice: How the brand communicates (e.g., formal, casual, inspirational, witty). Key Messaging/Slogans: Core taglines, value propositions, and elevator pitches. Do's and Don'ts: Examples of effective and ineffective language use.

• Usage Guidelines and Application Examples

  Layout Principles: How elements should be arranged on various collateral (e.g., business cards, letterheads, social media templates). Co-branding Rules: How the logo interacts with other brands' logos. Digital Applications: How the brand appears on websites, social media profiles, email signatures. Print Applications: How the brand appears on stationery, brochures, packaging. Mockups: Visual examples of the brand elements applied to various assets.