In your brand kit, you’ll also want to show examples of proper and improper uses of fonts and typefaces. Do you use bolds and italics? Does your font have thin or heavy variations? Is either off-limits? And which of these is correct for a headline versus body copy? By building a clear roadmap for text, you’ll be able to unleash your creative team on work without worrying about an off-brand asset coming through at the approval stage.
Logos and logo treatments.
Whether you have a logo or a wordmark treatment of your company name, setting ground rules for how a designer or creative partner can use them is important. You won’t see Target’s red bullseye colored purple or Apple’s apple lying on its side — it’s inconsistent and, therefore, detrimental to the familiar brand experience you want to build.
Your brand kit is the place where you can explain the rules for your logo and what should never be done. Does the logo always have to be in your brand’s color? What are the rules when used on a colorful background versus a white background? Are there other variations of the logo (a symbol and the company name versus just the symbol) and how do those vary? From digital assets to business cards, t-shirts, and beyond, try and sort out all the ways you plan to use your logo and create rules for those uses.