After spending hours on market research, you’re ready to launch your business.
But first, you need to have a brand kit.
Without a good brand kit, it will be almost impossible to make a name for yourself.
Your brand can help you stand out and get people to associate your logo, fonts, and colors with your business.
This guide highlights the best brand kit examples we can find out there plus some tips and best practices when setting up your brand kit.
Table of contents
What is a brand kit and why your brand needs one
A brand kit contains information about the visuals you use to distinguish your brand’s identity. These include branding elements such as:
- Your logo
You can use your brand kit to outline branding guidelines for your marketing team. That way, you’ll ensure that all the content you’re putting out there has consistent branding.
If you don’t know where to start, you can look at brand kit examples (more on this below) for some inspiration.
Once you have a kit, you can store the information digitally and distribute it to your team. Everyone will be able to use the same branding materials.
Brand kits can exist digitally, such as on a website or as a PDF. However, you can also print them out so you can quickly review the brand elements without going online.
What should be included in your brand kit?
A standard brand kit should contain your:
- Company logo
- Brand assets
- Color scheme palette
- Contact information
One of the most important visual assets to include is your company logo. You can create small and large logos for profile pictures or watermarks.
A wordmark is also essential to help get your company name out there. Be sure to include your company’s brand assets, which cover your brand values.
Your brand kit should include visual elements, but it can also contain your writing style. The kit should detail your brand messaging so that all of your text posts sound consistent.
If you have templates to use for visual content, you should include those as well. This helps keep your social media graphics and other visual branding tools consistent.
Next, you’ll want to include your color scheme and palette. If possible, include the color codes so that you can use the exact shade each time. It also makes sense to add standard or custom fonts and any other typefaces or typography.
Finally, you should include your contact information so people can reach out to you if they have questions about your brand kit.
Do you really need a brand kit?
A brand kit can help ensure consistent branding as your business grows.
If you want to hire people to create social media posts or other marketing materials, all you need to do is give them your brand kit.
Brand kits help:
- Keep your content consistent. Consistency can show your customers and clients that you know what you’re doing.
- Differentiate you from competitors. For example, you can use fonts and colors that evoke the emotions or feelings you want customers to associate with you.
- Build and maintain trust around your brand.
- Make your content look more professional.
10 brand kit examples to help you design yours
Before creating your brand kit, it helps to look at some examples to give you an idea of what works well.
Looking at kits, in general, can help you understand the psychology behind brand kits.
If you look at businesses similar to yours, you can find inspiration for your kit. Then, you can figure out what elements to include when developing your brand kit.
If you watch movies or shows on Hulu, you know the bright green and black combination.
Their brand kit covers over 100 pages on Hulu branding and design principles. The kit goes into detail regarding trademarks, colors, and typography.
The streaming service likes to offer a clear and efficient browsing experience, and Hulu includes these details in the product design section.
Like many brand kits, this one includes various logos and iconography. There’s also a section on the tone of voice for marketers.
Finally, their brand kit features a campaigns section, including culture campaigns.
Another streaming service with a fantastic brand kit is Netflix.
One of the highlights of their brand kit is how to use their logo and its variations.
For example, they talk about spacing around the logo and wordmark, including examples of what not to do when using the logo. Netflix aims for simplicity and contrast so that you can see the logo even when using different background colors.
3. Impossible Foods
Impossible Foods has quickly made a name for itself in the world of fake meat. The company has a media kit page that details the various brand elements on its website.
This page starts with an explanation of the company’s mission: help with food sustainability. After a section on news releases, the company jumps into images that you can download when promoting the company.
Next, you’ll come across a section with their logo that you can download or view. The logo is a wordmark and it features the trademark symbol. You can even view and download videos that Impossible Foods has approved for marketing materials.
You’ll also find the brand’s contact information, specifically for PR requests. This makes it easy for journalists to ask more specific questions about the brand.
4. Herban Kitchen
Another brand with an impressive brand kit is Herban Kitchen. The kit is an online book or magazine that you can view.
First, the kit explains the brand mantra and experience. This section also features the logo and typeface that the company uses. There’s an overall style guide to follow regarding colors, including hex codes.
Their brand style guide also explains when and how to use the logo. You can view the logo in different colors as well.
Unlike some brands, Herban Kitchen has brick-and-mortar locations. For this reason, they also include details about the store floor plan and spacing. It helps the brand feel more cohesive when people visit the various stores.
Their brand kit also have a section about advertising, where you can learn about the style of their print ads, social media ads, and other marketing formats.
Yelp gives its brand kit an excellent, on-brand name: Cookbook. The brand kit has a similar structure to a cookbook, including ingredients and recipes.
It includes details on how to use company colors and fonts. You can see this brand kit in action when viewing Yelp. Their brand colors, red and blue, go well together, and their fonts are easy to read.
The recipes and entrees are also a delight, covering scalable components, from alerts to ratings to buttons.
Yelp also outlines its design principles in its brand kit. The company explains that they’re aiming for a product that is easy to navigate and helpful to users.
6. Love to Ride
While it’s not as popular as some brands, Love to Ride has a fantastic brand kit. As you can see in their kit, you’ll realize how Love to Ride successfully brands itself as a fun company.
Like many other kits, this one starts with the company’s mission statement: to get more people to love cycling and build a community around it.
This company uses a variety of colors to help draw people to their brand. Along with the story behind their color palette, Love to Ride shares what colors to use and how to use them.
Meanwhile, the typography section shares how to use different typefaces and fonts. There’s also a section on illustrations that covers how to use icons and images.
After going through all of the elements, this brand kit explains how to put everything together. The section details how to use branding on marketing materials.
Medium prides itself in providing beautiful, easy-to-use reading and writing experiences. As you use the platform, you’ll see its brand kit in action.
If you want to use this company as an example, make sure to view their updated brand kit. The old kit is still out there, so you can view both to understand why Medium rebranded.
This kit explains the difference between their logo, wordmark, and symbol. As with other brands, Medium explains how much space to leave around the logo.
Medium also explains how to use the symbol by itself. Usage guidelines are the same for the various brand elements. The company also shares how to use white or black text on colored backgrounds.
Shopify’s brand kit is goes into detail on how to correctly use their brand.
For example, you can see how the company uses its primary logo with a white or black background. The eCommerce company understands that color isn’t always available, so it has monotone logos that you can use and explains when to use them.
You can also see how Shopify uses clear space around the logo and wordmark. There’s even an explanation on how to use the logo for digital and print.
As with Netflix, Shopify also covers how you shouldn’t use the logo and wordmark. The company then explains its trademark usage guidelines.
You don’t need to know all of these details when using Shopify’s brand kit for inspiration, but it can help you decide if you should include them in your kit.
9. I Love New York
Even if you have a relatively simple brand, you should still design a brand kit, like the I Love New York company. Even with its clean (and well recognized) design, the company still has a brand kit.
The kit starts with an overview of the brand’s history and mission. You’ll also learn about their brand pyramid, including brand characters and brand equity.
As you browse this brand kit example, you’ll come across their tone of voice, typefaces, and various iterations of their famous logo. There’s also information on how you shouldn’t use their logo.
NASA needs to maintain a consistent, professional presence as a government agency. The Graphics Standards Manual explains how to do just that.
Unfortunately, the manual does cost money, but it’s worth getting if you want to learn more about how agencies use branding.
This kit comes with over 200 pages of information on how NASA brands itself. It includes essays and scans of the original manual, including slide presentations. The manual also shows various branding guidelines, even for the space shuttles.
NASA’s branding is easily recognizable, so it may be worth getting the manual.
Quick list of things to consider when setting up your brand kit
Now that you have enough inspiration to take on your brand kit project, consider the following:
- Your brand identity
- The story of your brand
- Your target audience
- The brand kit of your competitors
- Available design tools
- Hiring a branding specialist
First, you should determine your brand identity. Think about your target market and how your branding can help attract the right people.
As you get to know your ideal audience, you can learn what makes them tick. That way, you’ll be able to select the best colors, fonts, and other design elements.
If you don’t know where to start, look at your competitors. Consider what colors and fonts they use and if that branding is successful. While you don’t want to copy your competition, you can use them to get ideas.
It may also help to create a brand story for your company. Maybe you have a special mission or cause that you care about. You can include this in your brand kit.
Your turn to make your brand kit
When you’re ready to put your brand kit together, Piktochart Visual is the perfect tool to help you present your brand kit to the world.
If you still need more help, you can hire a branding specialist or designer. They will have plenty of design knowledge to help you create a cohesive brand kit. Afterwards, you can continuously refine it as your brand grows.
About the guest author
Darya Jandossova Troncoso is a photographer, artist, and writer working on her first novel and managing a digital marketing blog – MarketSplash. In her spare time, she enjoys spending time with her family, cooking, creating art, and learning everything there is to know about digital marketing