What is a brand kit or style guide?

A brand kit, sometimes called a style guide, is a short reference for how your business looks. Anyone who makes something for you, from a web team to a sign shop, uses it to get your look right the first time.

What goes in a brand kit

• Logo files. A vector master, web versions, a square icon, and one-color versions for light and dark backgrounds.
• Colors. Each brand color with its codes: hex for screens (like #1A4D8F), and CMYK or Pantone for print if your printer uses them.
• Fonts. The names of your heading and body fonts, and where the licenses came from.
• Logo rules. Minimum size, clear space around the logo, and what not to do (stretch it, recolor it, add effects).
• Photo style. A few example photos that show the feel you want.
• Voice. A few words on how you sound, such as friendly and direct.

Keep it readable

Pick at least one dark and one light brand color that pass contrast checks for text. Web accessibility guidelines call for a contrast ratio of at least 4.5 to 1 for normal text. A brand color that fails for text can still work as a decorative accent, such as a stripe or a background shape with no words on it.

Where to start

You do not need a long document. One page with your logo files, color codes and font names helps a lot. Store it in a shared folder so you can send the link to anyone who needs it.

We can do this for you. Open a request in your client portal and our team can put together a simple brand kit from what is already on your website.

Common problems

• If your colors look different on the website and in print, record both hex and print color codes.
• If different people use different versions of your logo, put the approved files in one shared folder and delete old ones.
• If you do not know your font names, ask the designer who made your logo or open a request.

Related articles

• Which logo files should I have, and which do I send you?
• How do I find my brand colors' hex codes?
• What is a favicon?