Basic brand kit: the minimum for your business to look consistent
Logo in light and dark versions, a readable palette, two typefaces, tone of voice and an asset folder: how to put it together and use it.
What a brand kit is
It is a document or folder with the basic rules of your visual identity. It lets you, your team or any supplier create pieces that are recognisably yours without guessing.
Logo in the versions you will use
- Main version on a light background.
- Version for dark backgrounds.
- A compact version or icon for avatars and favicon.
Keep the files in good resolution and, if possible, in vector format.
A readable palette
Pick one or two main colours and a few neutrals. Check that text on your colours is easy to read: the WCAG accessibility guidelines define a recommended minimum contrast for text.
Two typefaces at most
One for headings and one for body text, or a single family in several weights. Check the licence before using them on your website or in print.
Tone of voice and assets
Write three or four traits of how you speak (for example, friendly, clear, no jargon) and some words you use and avoid. Collect real photos of the business and your most repeated assets in one folder. The examples in this guide are illustrative.