Branding

Brand identity checklist

Create a complete, cohesive brand identity for your clients. Cover logo, colors, typography, voice, and key applications.

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Primary logo (full lockup)

Main logo for general use. Horizontal or vertical depending on usage patterns.

Logo variations (stacked, icon-only)

Provide alternatives for different contexts (favicon, social, narrow spaces).

Clear space and minimum size specs

Define breathing room and smallest usable size. Prevents cramped or illegible use.

Logo file formats (SVG, PNG, EPS, etc.)

Vector for print and scale. PNG for web. Include light/dark versions if applicable.

Don’t use / misuse examples

Show what to avoid: stretching, wrong colors, low-res, busy backgrounds.

Primary brand colors (2-3)

Main colors for logo and key elements. Define hex, RGB, CMYK, Pantone.

Secondary/accent colors

Supporting colors for variety. Use sparingly for emphasis.

Neutral palette (grays, backgrounds)

For text, borders, backgrounds. Ensures consistency across touchpoints.

Accessibility contrast ratios

Verify text/background contrast meets WCAG AA (4.5:1 for normal text).

Primary typeface (headings)

Select and specify font family, weights, and usage.

Secondary typeface (body)

Legible, web-friendly. Define hierarchy (H1, H2, body, caption).

Font licensing and usage

Confirm commercial licenses. Provide web font links or files.

Type scale and sizing

Define sizes for headings and body. Ensures consistent hierarchy.

Brand voice attributes

Define tone with 3-5 descriptors, such as professional, playful or authoritative.

Key messaging (tagline, value proposition)

Core phrases that define the brand. Use consistently in marketing.

Do’s and don’ts for copy

Examples of on-brand vs. off-brand language.

Business card design

Front and back. Ensure logo and contact info are clear.

Letterhead and email signature

Templates for official and everyday communication.

Social media templates or specs

Profile image, cover, post templates. Maintain consistency.

Brand guidelines document

Compile all above into a shareable PDF. Reference for internal and external use.

Related resources

Branding agency use case

Client offboarding and project handoff checklist

Client portal

File sharing

Frequently asked questions

How long does a brand identity project take?

It depends on research, revision rounds and how many applications are in scope. Agree the timeline in the proposal, start with core elements (logo, colors, typography), then expand.

What if the client already has a logo?

Audit existing assets. Refresh if outdated; extend system (colors, type, voice) to create full identity. Document in guidelines.

Should we include a style guide or full brand guidelines?

Style guide = visual elements (logo, color, type). Brand guidelines add voice, messaging, and application examples. Recommend full guidelines for consistency.

How many logo variations do we need?

Minimum: primary, icon-only (for favicon/social), and reverse (light on dark). Add stacked or horizontal as needed for application constraints.

Who owns the final brand files?

Define in contract: typically client owns final deliverables; you retain usage rights for portfolio. Specify file handoff format and timeline.