If you’re investing in branding for your business, you might be wondering what exactly comes with a visual branding package. A logo alone isn’t enough to build a strong identity — you need a suite of assets that work together to create consistency across all your touchpoints.
Here’s what you should expect in a complete logo design and visual branding package:
1. Initial Logo Concepts
Every great logo starts with exploration. Your designer should present a range of logo concepts — usually 2–4 options — based on your brand strategy, values, and target audience. These are thoughtfully crafted, not just quick sketches, and will show how each idea could work in real life.
What to expect:
- Logo variations with rationale
- Feedback rounds and refinement
- Options that work across different formats
2. Final Logo Design
Once you’ve selected your preferred direction, the final logo is refined and prepared for use. This includes multiple lockups (horizontal, stacked, icon-only), so you have flexibility wherever your logo appears.
Deliverables often include:
- Full-colour logo
- Black and white/mono version
- Reversed (light/dark background) versions
- Responsive versions (e.g. icon for small-scale use)
3. Logo File Package
You’ll receive a complete set of logo files suitable for both print and digital use. These files ensure your logo looks sharp and professional no matter where it’s placed — from a business card to a billboard.
Common file types:
- Vector: AI, EPS, PDF (for print)
- Web: SVG, PNG, JPG (for digital use)
4. Visual Style Guide
This is where the magic comes together. A brand style guide outlines how to use your brand elements consistently and correctly, helping internal teams and external partners stick to the same visual language.
Your style guide may include:
Logo usage rules and spacing
- Colour palette (with RGB, HEX, and CMYK values)
- Typography (headings, body fonts, web-safe alternatives)
- Image and graphic style
- Brand tone and messaging (optional, but highly recommended)
5. Marketing Collateral Examples
Seeing your branding applied to real materials helps bring it to life — and gives you a head start. Whether you’re printing brochures or launching a new Instagram campaign, having templates or mockups ensures a seamless start.
Examples may include:
- Business cards
- Letterheads and email signatures
- Social media templates
- Flyer or brochure layouts
- Signage or packaging mockups
Final Thoughts
A well-built visual branding package does more than give you a logo — it sets the stage for how people perceive and connect with your brand. Whether you’re just starting out or refreshing your look, make sure your package goes beyond the basics. Your future self (and your marketing team) will thank you.
If you’re not sure where to begin, or want help shaping a distinctive, professional brand — that’s what we do.
