Launch an online presence that makes it simple to attract, win, and serve clients

B12 uses AI and experts to quickly set up your website, scheduling, payments, email marketing, and more.

Get started for free
Built in tools to grow your business

What belongs in a company's brand kit?

4 June, 2023 · 5 min read·Business
What belongs in a company's brand kit?
Learn about the essential elements that should be included in a company's brand kit. From logos to typography, ensure that your brand assets are consistent and effective.

A company's brand kit is a crucial element in building a recognizable and cohesive brand identity. It acts as a guide for designers and marketers. It provides a set of guidelines to ensure brand consistency across all platforms. From the logo design to the color palette and typography, a well-designed brand kit helps a company stand out from the crowd. It helps a business build a strong connection with its audience. A whopping 94% of customers recommend businesses they have a strong emotional connection with.

In this blog post, we will explore the key elements of a brand kit. We’ll also provide insights on how to create a compelling one. Keep reading to discover how to provide a cohesive and meaningful experience for your audience.

Brand kit

Every company needs a brand kit to establish a consistent and recognizable brand image. 

A brand kit is a collection of assets and guidelines that define a brand's visual identity. It’s a set of design elements that represent a brand and create a cohesive look and feel across all its marketing materials. These elements include a logo, color palette, typography, imagery, and brand messaging.

Importance of having a brand kit

A brand kit is essential in establishing a recognizable and professional brand image. By having a cohesive brand kit, companies can create consistency in their branding efforts, making it easier for customers to identify them. Inconsistent branding can lead to confusion and a lack of credibility.

Key elements of a brand kit

A company's brand kit encompasses all visual and non-visual aspects that define its identity. It is a vital component of any branding strategy. It helps businesses communicate their message more clearly and effectively. The following are some of the key elements that should be included in a brand kit:

Logo design

The logo is undoubtedly the most recognizable aspect of any brand and is often the starting point of any brand kit. It should be simple and memorable and communicate the essence of the company uniquely. A good logo design should be timeless, versatile, and scalable, making it easy to incorporate into different marketing materials.

Color palette

The color palette is the selection of colors used in a brand kit and plays a crucial role in shaping the perception of a brand. The right brand colors help evoke the desired emotions and associations, making the brand more memorable and recognizable. A well-chosen color scheme can help your brand to stand out in a sea of competitors. When selecting a color palette, it is essential to consider the psychology of colors and the existing color schemes used in the industry.


Typography refers to the use of specific fonts and text styles in marketing materials. The right typography can help create a consistent and professional image for the brand. It is crucial to select fonts that are easy to read and align with the brand's values and aesthetic.

Imagery and graphics

Imagery and graphics used in a brand kit help to create a visual language that supports the brand's message and identity. This element includes everything from illustrations and photographs to icons and textures. Every image used in the brand kit should be consistent in style, tone, and quality, creating a cohesive image for the brand.

Brand kit creation tools

Creating a brand kit is essential for establishing a unique and recognizable identity for your business. Fortunately, there are many tools available that can help you create one. Here are some popular brand kit creation tools:

Canva brand kit

Canva is a popular graphic design tool that offers a brand kit feature for businesses of all sizes. It allows you to store your brand assets in one place. These include your logo, colors, fonts, and templates. With Canva, you can easily create customizable designs for your digital and print materials.

Adobe Brand

Adobe offers a suite of creative tools for designers and marketers to create and manage their brand assets. With Adobe Brand, you can create a comprehensive brand kit that includes your logo, typography, color palette, and other design elements. It also provides brand guidelines for using your assets, ensuring brand consistency across all platforms.

Looka free logo maker

Looka is a free logo maker tool that also offers a brand kit feature. It allows businesses to create a custom logo and download a brand kit that includes their logo, colors, and fonts. Looka's templates and design tools make it easy for businesses to create a cohesive brand identity.

Etsy branding

Etsy offers a branding service that includes creating a brand kit for your business. They work with you to design a logo, choose a color palette, and create a comprehensive visual identity for your brand. Etsy's branding service also includes creating social media templates, business cards, and other marketing materials.

Creating a brand kit can be challenging, but a brand kit generator makes it easier for businesses to do it themselves without the assistance of a graphic designer. Choosing the right tool for your business may depend on your budget. It also depends on your design skills and marketing needs. Whatever tool you choose, remember that a brand kit is a crucial part of your branding strategy, and it should reflect your business's personality and values.

Brand kit examples

Successful brands have strong brand kits that represent their personality and values. Below are examples of different brands that have a strong brand kit and what makes them effective.

Impressive and cohesive brand kits

Some brands have brand kits that are impressive and cohesive. One example is Coca-Cola. Its red-and-white color palette and cursive font have been a part of its branding for over a century. The brand also uses iconic imagery, such as its contour bottle, to represent its product.

Similarly, Nike's own brand kit is easily recognizable. It consists mainly of the iconic swoosh and "Just do it" tagline, coupled with a simple black-and-white color palette. This cohesive branding reflects their message of simplicity, performance, and style.

Analysis of color palette, typography, and logo design

Brands with impressive brand kits carefully select their color palette, typography, and brand logo design. These brand elements work together to create a cohesive brand identity that resonates with consumers. For example, the color palette of Coca-Cola, Nike, and Apple all reflect their values and personality. Apple's clean, minimalist branding reflects the company's dedication to design and innovation.

The typography of a brand kit is also important. Brands often create custom fonts to reflect their identity, like Coca-Cola's custom cursive font. Other brands, like Google, use clean and modern typography that reflects their values of simplicity and usefulness. The logo design is also significant as it represents the brand in the simplest form. Nike only uses its iconic swoosh as its logo. And it has been a recognizable symbol all across the world for more than 30 years.

Brands can learn from the examples of successful brands, such as Coca-Cola, Nike, and Apple, whose brand kits are both cohesive and impressive. By analyzing a brand's color palette, typography, and logo design, you can create your own unique and effective brand kit.

How to create a brand kit

Creating a brand kit can be a daunting task. But with the right resources, it can be a fun process. Here’s a step-by-step guide on creating a brand kit from scratch and utilizing brand kit creation tools.

Step-by-step guide

The first step in creating a brand kit is to define your brand's identity. Start by asking yourself these questions: What are your brand values? What makes your brand unique? Who is your target audience? Once you have a clear idea of your brand identity, you can start creating your brand kit.

The next step is to design your logo. Your logo is the centerpiece of your brand. So it should be easily recognizable and memorable. Choose a design that represents your brand story and brand personality. Once you have your logo, you can move on to choosing your colors and typography.

Your color palette should be consistent with your brand's personality and values. Choose colors that are easily recognizable and memorable. For typography, select fonts that align with your brand's tone and style. Your typography will be used in all your marketing and branding materials, so make sure it is legible and easy to read.

Utilizing brand kit creation tools

There are various brand kit creation tools available, including Canva Brand Kit, Adobe Brand, Looka Free Logo Maker, Etsy Branding, and Canva Brand Templates. These tools make the brand kit creation process easier and less time-consuming. They provide pre-made templates and designs that you can customize to fit your brand's identity.

When utilizing these brand kit creation tools, ensure that you stick to your brand's identity and personality. It is easy to get carried away with the various designs and templates, but remember that your brand kit should be cohesive and consistent.

Creating a brand kit can seem overwhelming, but it is an essential part of your brand's identity. Follow these steps and utilize the brand kit creation tools to create a brand kit that represents your brand's personality and values.

Importance of sticking to your brand kit and brand identity

Maintaining brand consistency is crucial to establish brand identity and build brand awareness. Brand consistency ensures that your target audience can easily recognize and remember your brand, which translates into increased brand loyalty and customer retention. To achieve brand consistency, it is essential to stick to your brand kit.

Common mistakes to avoid

One common mistake brands make is deviating from their established brand kit. This can lead to confusion among customers and dilute the brand identity. Another mistake is using different variations of the logo or altering the color scheme. These inconsistencies can compromise brand recognition and undermine the brand's credibility.

Implementing your brand style guide across different platforms

To ensure brand consistency, it is crucial to implement your brand kit across different platforms consistently. This includes your website, social media, print materials, and any other touchpoints where your target audience may interact with your brand. Adhering to your brand kit creates a seamless experience for the customers and reinforces brand identity.

Create an on-brand website with B12

A brand kit helps your business establish a strong brand identity and create brand awareness. However, creating a brand kit is not enough; sticking to it is equally crucial. Maintaining brand consistency is essential to increase brand loyalty and customer retention and build brand equity. 

With B12, you can ensure a cohesive and memorable brand experience for your target audience. B12 enables you to launch a professional website complete with your branding elements, from your logo and color schemes to typography. Maintain brand consistency with client engagement tools, such as branded email templates, invoices, and more. See your new site for free in 60 seconds to start winning, attracting, and serving clients in no time.

Attract, win, and serve more clients

Receive helpful resources directly to your inbox to help you succeed online.

Related posts

Best AI presentation maker tools for your business
Best AI presentation maker tools for your business

Spend less time on your website and more time growing your business

Let B12 set up your professional online presence with everything you need to attract, win, and serve clients.

Get started for free


© 2024 B12. All rights reserved.
PrivacyTerms of Service