Brand kit
Also called brand pack, brand toolkit, media kit
What is a brand kit?
A brand kit is a small, ready-to-use package of the assets that make a brand recognizable: logo files, color codes, fonts, and often a few lines on voice and image style. It sits between a full brand book and nothing at all, giving designers, freelancers and tools what they need to make on-brand content quickly.
A kit is practical, not philosophical. Where brand guidelines explain rules and reasoning across many pages, a brand kit hands over the files: the logo in light and dark versions, hex codes for the brand colors, the font names, and maybe templates for common post sizes.
Design apps and social schedulers often have a brand kit feature that stores these values so every new design starts with the right colors and fonts. The idea is the same everywhere: decide once, reuse everywhere.
Why a brand kit matters
Most small businesses make content in many places: a phone app, a design tool, an agency, a freelancer. Without a shared kit, each one guesses the colors and grabs whatever logo file it finds, and the brand slowly drifts. A kit is the cheapest way to get brand consistency.
It also saves time. Nobody has to hunt for the right logo file or ask for the hex code again, so new posts, banners and videos get made faster.
How to make a brand kit
- Export your logo as SVG and PNG, in a full-color version plus versions for light and dark backgrounds.
- List your brand colors with hex codes (and RGB or CMYK if you print), marking primary, secondary and text colors.
- Name your heading and body fonts, with links to where they can be downloaded or licensed.
- Write three to five lines on your brand voice: how you sound and words you avoid.
- Add a few example images or templates, then put everything in one shared folder with a clear name.
Brand kit example
Crumb & Co brand kit
Logo: crumb-logo.svg, crumb-logo-white.svg, crumb-icon.png
Colors: Crust #C8743A (primary), Flour #F7F1E8 (background), Rye #2B211B (text)
Fonts: Fraunces (headings), Inter (body)
Voice: warm, plain, a little playful. No "artisanal".Brand kit FAQ
What should be included in a brand kit?
At minimum: logo files in a few versions, color codes, font names and a short note on voice. Many kits also add templates, example photos and a one-line description of the business.
What is the difference between a brand kit and brand guidelines?
A brand kit is the set of files and values you use. Brand guidelines are the document that explains how and when to use them, with rules, examples and reasoning.
Related terms
Brand guidelines are a document of rules for using a brand's logo, colors, fonts, imagery and voice so everyone presents it the same way.
Brand assets are the reusable files and elements that make up a brand: logos, colors, fonts, photos, icons, templates and sounds.
Brand colors are the specific colors a business uses consistently, defined by hex, RGB and CMYK codes, so its content is recognizable.
Typography is the art of choosing and arranging type: fonts, sizes, spacing and hierarchy that make text readable and give a brand its feel.
A logo is the graphic mark, name or symbol that identifies a business. It can be a wordmark, a symbol, or both combined.
Visual identity is the visible side of a brand: logo, colors, typography, imagery, icons and layout rules applied the same way everywhere.