Your set of assets will contains all the aspects of your brand's visual identity. Each toolkit is unique to the business that uses it. However, you can usually find: LOGO: A logo in a variety of colours and sizes TAGLINE DEVICE : A supporting brand asset used alongside the logo that is usually either emotive, descriptive or both COLOUR PALETTE : A range of colours synonymous with your brand TYPEFACE : A set of fonts for both the logo and supporting copy TONE OF VOICE & DESCRIPTIONS : Guidelines on the language you should use to create the right personality for your brand IMAGERY & ILLUSTRATIONS : A visual range that provides the right impression to those who encounter the brand PATTERNS & DEVICES : Shapes and patterns taken from a dissection of the logo TEMPLATES : Standardised formats for any regular forms of communication including newsletters, presentations, reports, etc.