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Brand Identity Checklist
Why Brand Identity Gaps Are Expensive
Most brand identity problems do not announce themselves — they accumulate quietly. A logo without a reversed version means someone creates an unofficial one for a dark-background application. A colour palette without CMYK values means the printer makes a guess. A typography system without a web font specification means the developer picks a substitute. Each gap is small. Collectively, they produce brand inconsistency that erodes credibility and requires expensive correction later.
This checklist identifies every element a production-ready brand identity system should include. Use it to audit your current brand or to verify deliverables from a branding project. Click each item to track your progress.
8 Logo System
Primary logo (full lockup)Main version — wordmark with icon or combined mark
Horizontal variantFor header and landscape applications
Icon / mark onlyFor favicon, app icon, and small-scale use
Reversed version (white on dark)For dark backgrounds, footers, dark overlays
Monochrome / single-colour versionFor embossing, engraving, single-colour print
Minimum size specificationSmallest size at which logo remains legible
Clear space / exclusion zone ruleMinimum whitespace around the logo
Incorrect usage examples documentedWhat not to do — stretched, recoloured, on busy backgrounds, etc.
6 Colour System
Primary brand colour with all valuesHEX, RGB, CMYK, and Pantone (if applicable)
Secondary / supporting coloursFull palette with all colour space values
Neutral paletteGreys, off-whites, and darks for backgrounds and text
Colour usage proportions documentedDominant / accent / neutral ratio guidance
WCAG contrast ratios verifiedAll text/background combinations meet AA or AAA standard
Dark mode colour variantsAdjusted palette for dark UI and dark-mode email clients
6 Typography System
Primary typeface specifiedName, source, licence type confirmed
Secondary / body typeface specifiedComplementary font for long-form content
Type hierarchy documented (H1–H4, body, caption)Size, weight, line height, and letter spacing for each level
Web font implementation specifiedGoogle Fonts, Adobe Fonts, or self-hosted — developer-ready
Fallback fonts specifiedSystem font fallbacks for email and web rendering
Typeface licences confirmed for all use casesPrint, digital, app embedding — no licence gaps
5 Photography & Imagery
Photography style guide documentedSubject, composition, lighting, colour grading direction
On-brand and off-brand image examplesVisual reference examples in guidelines
Stock photography source and approach definedApproved libraries and filtering criteria
Image treatment / overlay / grading rulesAny brand-specific editing or treatment applied to images
Illustration / iconography style definedStyle (outline, filled, custom), approved set, usage rules
5 Brand Guidelines Document
Brand principles / personality documentedThe "why" behind visual decisions, brand character traits
Tone of voice guide includedWriting principles, vocabulary guidance, do/don't examples
Applied examples across key touchpointsSocial, email, print, website — how the brand looks in context
Guidelines accessible to all relevant teamsShared location known to marketing, product, sales, external partners
Version and update process definedWho owns guidelines, how updates are communicated
10 Master Asset Files
Logo files: AI / EPS (vector, editable)Master source file for all logo reproduction
Logo files: SVG (web-optimised vector)For website, email, and digital use
Logo files: PNG with transparent backgroundAll variants, high resolution (minimum 1000px wide)
Logo files: PNG on white backgroundFor use in systems that don't support transparency
Logo files: PDF (for print production)Print-ready PDF for all logo variants
Favicon: ICO and 32×32 PNGBrowser tab icon — all required formats
App icon: 1024×1024px PNGFor iOS App Store, Google Play, and desktop applications
Social profile images (square, all platforms)LinkedIn, Instagram, Facebook, X, YouTube — correct dimensions
All files organised in a shared asset libraryNamed consistently, version-controlled, accessible to all teams
Asset access communicated to all stakeholdersExternal agencies, suppliers, and partners have access to current files
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