What’s Included in a Brand Identity Package? A Complete Checklist
Logo variations, colours, typography, social kits, stationery and a style guide — everything a good brand identity package should include.
Synctris Team · · 2 min read · International
“We need a logo” is how most branding projects begin. But a logo on its own rarely gives a business what it really needs: a consistent, recognisable look across its website, social media, packaging and printed material. That’s what a brand identity package is for. Here is a complete checklist of what a good package should include, so you can compare offers and know exactly what you’re getting.
1. Logo concepts and revisions
Check how many initial concepts you’ll see and how many rounds of revisions are included. Two or three distinct directions give you a real choice; clear revision rounds keep the project moving.
2. Logo variations
A single logo doesn’t fit everywhere. You’ll need:
- Horizontal — for website headers and email signatures.
- Vertical or stacked — for square spaces and packaging.
- Icon or emblem — for social media profile pictures, app icons and favicons.
- Light and dark versions — so the logo works on any background.
3. Colour palette
Usually two primary colours and a few supporting colours, with exact codes for screen (HEX and RGB) and print (CMYK, and Pantone where needed). Without codes, your brand colours will drift every time a new designer or printer touches them.
4. Typography
A title typeface and a body typeface, with guidance on weights and sizes. Ask whether the fonts are free for commercial use — open-licence (OFL) fonts avoid licensing costs later.
5. Social media kit
Profile pictures, cover images for Facebook, LinkedIn and X, and post templates so your feed looks consistent from day one.
6. Stationery
Business cards, letterheads, email signatures and, for larger businesses, invoices, envelopes and employee ID cards.
7. Design assets
Patterns, shapes and graphic elements that extend the identity beyond the logo. These make your ads, packaging and presentations instantly recognisable even when the logo is small.
8. Brand style guide
A document that explains how to use everything above: logo spacing and minimum sizes, colour usage, typography, imagery style, and clear do’s and don’ts. It’s what keeps your brand consistent when you work with new designers, agencies or printers.
9. Final files
Make sure you receive editable source files plus ready-to-use files: transparent PNGs, vector files (SVG, EPS or PDF) and print-ready versions. Confirm in writing that you own the final artwork once the project is paid for.
Which package is right for you?
A new business with a tight budget can start with the essentials — logo, variations, colours, typography and a basic social kit — and add stationery and a style guide later. Established businesses refreshing their brand usually benefit from the full system, because consistency across many touchpoints is where the value lies. For more on starting lean, read brand identity on a budget.
You can compare exactly what’s included in each of our packages on the brand identity pricing page, or book a call to talk through your brand.
