A brand identity package can provide the visual system a business uses across its website, social media, advertising, documents, signage and other customer touchpoints.

It usually includes more than a logo.

Depending on the provider and package, a brand identity may also define:

• Logo variations
• Colour palette
• Typography
• Graphic elements
• Photography direction
• Icon style
• Brand guidelines
• Social media assets
• Business templates
• Digital and print applications

The exact scope can vary significantly between designers and branding agencies.

Some packages provide a relatively simple visual identity.

Others include broader strategy, messaging and a complete system for applying the brand across many different channels.

Understanding what may be included can help businesses compare providers and determine which deliverables they actually need.

If you are comparing professional providers, you can also explore our Branding & Logo Design Services page.

What Is a Brand Identity Package?

A brand identity package is a collection of visual and sometimes verbal assets designed to create a consistent business identity.

The package may provide the tools required to apply the brand across:

• Website
• Social media
• Advertising
• Email
• Documents
• Business cards
• Signage
• Vehicles
• Workwear
• Packaging
• Presentations

The exact deliverables depend on the business.

A consultant may need a relatively simple system.

A retail, hospitality or ecommerce brand may require considerably more.

There is no single standard brand identity package that every business should purchase.

Brand Identity vs Logo Design

Logo design focuses on creating the primary visual identifier.

A brand identity package usually expands around that logo.

For example, logo design may provide:

• Primary logo
• Alternative logo
• Vector files
• PNG files
• Colour versions

A broader brand identity package may also include:

• Brand colours
• Typography
• Graphic elements
• Photography direction
• Brand guidelines
• Social media assets
• Templates
• Supporting visual systems

For a more detailed comparison, see Branding vs Logo Design: What’s the Difference?

Brand Strategy

Some brand identity packages begin with strategic work.

Brand strategy may explore:

• Business objectives
• Target audience
• Market position
• Competitors
• Customer needs
• Brand personality
• Business values
• Differentiation
• Future direction

This information can influence the visual identity.

For example, a premium specialist business may require a different design approach from a low-cost mass-market brand.

Not every visual identity package includes formal strategy, so confirm whether it is part of the proposal.

Brand Discovery

Brand discovery is often the first stage of the project.

This may involve:

• Questionnaire
• Workshop
• Interview
• Existing-brand review
• Competitor review
• Customer discussion
• Market research

The provider may ask questions such as:

• What does the business offer?
• Who are the customers?
• What makes the business different?
• How should the business be perceived?
• Where will the branding be used?
• What styles should be avoided?

A clear discovery process can help the designer understand the business before developing visual concepts.

Target Audience

Branding should reflect the customers the business wants to attract.

The provider may consider:

• Consumer or business audience
• Customer priorities
• Industry
• Price expectations
• Geography
• Buying behaviour
• Brand expectations

Understanding the audience does not mean designing only around stereotypes.

It provides context for decisions involving:

• Colours
• Typography
• Messaging
• Imagery
• Overall design direction

Competitor Research

A branding provider may review competitors to understand the visual environment in which the business operates.

This may include:

• Logos
• Colours
• Typography
• Websites
• Messaging
• Packaging
• Advertising

The objective should generally be to understand the market and identify opportunities for differentiation rather than copying competitors.

For example, if most competitors use very similar colours and symbols, a business may benefit from exploring a more distinctive direction.

Brand Positioning

Positioning relates to how the business wants to be understood in the market.

Possible positions might focus on:

• Premium service
• Affordability
• Expertise
• Convenience
• Innovation
• Simplicity
• Local service
• Specialisation
• Speed
• Customer support

The identity should support the intended positioning.

A visual identity cannot create the positioning alone, but it can help reinforce it.

Brand Personality

A provider may define characteristics that guide the creative direction.

For example, the brand might be described as:

• Professional
• Modern
• Friendly
• Bold
• Refined
• Technical
• Approachable
• Minimal
• Energetic
• Traditional

These characteristics can help guide:

• Logo
• Colours
• Fonts
• Photography
• Graphic elements
• Messaging

The objective is to create a more coherent identity rather than making unrelated design choices.

Primary Logo

The primary logo is usually the main version of the brand identity.

It may include:

• Business name
• Symbol
• Icon
• Tagline
• Brand colours

This version may be used across:

• Website
• Signage
• Marketing materials
• Documents
• Advertising

The primary logo should generally be the clearest and most complete representation of the visual identity.

Secondary Logo

A secondary logo provides an alternative layout of the same brand.

For example:

• Horizontal primary logo
• Stacked secondary logo

or:

• Full business name
• Simplified logo

Secondary logos can be useful where the primary version does not fit the available space.

Possible applications include:

• Social media
• Packaging
• Square layouts
• Documents
• Signage

The secondary logo should still clearly belong to the same identity.

Brand Mark or Icon

Some brand identity packages include a simplified symbol.

This may be:

• Icon
• Monogram
• Initials
• Abstract symbol
• Simplified logo mark

It can be useful for smaller applications such as:

• Social media profiles
• Website favicon
• Watermarks
• App icons
• Small promotional items

The mark should work as part of the broader visual identity rather than feeling like an unrelated logo.

Horizontal Logo

Horizontal layouts can be particularly useful for:

• Website headers
• Email signatures
• Letterheads
• Vehicles
• Wide signage

If the primary logo is tall or square, a horizontal version can provide useful flexibility.

Stacked Logo

A stacked version can suit:

• Square spaces
• Social media
• Packaging
• Posters
• Printed material

Having both horizontal and stacked versions can make the brand easier to apply consistently.

Logo With and Without a Tagline

If the brand uses a tagline, it can be useful to receive versions both with and without it.

Taglines may work well on:

• Signage
• Website
• Presentations
• Marketing materials

but may become too small on:

• Social profile images
• Embroidery
• Mobile layouts
• Small promotional items

A version without the tagline gives the business more flexibility.

Full-Colour Logo

The full-colour version is usually the main branded logo.

It should use the approved colour palette.

The business should ideally also receive the colour specifications used within the logo.

Black Logo

A black version can be useful for:

• Monochrome printing
• Documents
• Embroidery
• Stamps
• Promotional materials

It also helps confirm that the logo remains recognisable without relying entirely on colour.

White or Reversed Logo

A white logo can be useful for dark or coloured backgrounds.

Possible applications include:

• Dark website sections
• Photography
• Vehicles
• Signs
• Social media graphics
• Video

A logo package without a suitable light version can become difficult to use across different backgrounds.

Single-Colour Logo

Some production methods require branding to work in only one colour.

These may include:

• Embroidery
• Engraving
• Stamps
• Screen printing
• Promotional products

A single-colour version helps ensure the identity can still be reproduced clearly.

Brand Colour Palette

A brand identity package typically includes a defined colour palette.

This may contain:

• Primary colour
• Secondary colour
• Accent colour
• Neutral colours
• Background colours

The number of colours depends on the identity.

A simple business may need only a few.

A larger consumer brand may use a broader system.

The objective is to create enough flexibility without introducing unnecessary inconsistency.

Colour Specifications

The provider may document colour values such as:

• HEX
• RGB
• CMYK
• Pantone where appropriate

Different formats are useful for different applications.

For example:

• HEX for websites
• RGB for digital design
• CMYK for print

Having the specifications documented helps suppliers reproduce the brand more accurately.

Typography

Typography is another important part of a brand identity.

The package may define:

• Primary font
• Secondary font
• Heading font
• Body font
• Font weights
• Capitalisation
• Spacing

Typography can influence how the brand feels.

For example:

• Modern
• Traditional
• Corporate
• Friendly
• Premium
• Bold

Readability should remain important regardless of style.

Font Licensing

Businesses should understand any licensing requirements attached to brand fonts.

Some fonts are free.

Others require licences for:

• Desktop use
• Website use
• Apps
• Advertising
• Multiple staff

Ask the provider whether:

• Font licences are included
• The business needs to purchase them
• Suitable free alternatives are available

This can prevent problems later.

Heading Typography

Brand guidelines may specify how headings should appear.

This can include:

• Font
• Weight
• Size relationship
• Capitalisation
• Letter spacing

These standards can help maintain consistency across:

• Website
• Presentations
• Marketing materials
• Documents

Body Typography

Body text should generally prioritise readability.

Brand guidelines may define:

• Typeface
• Weight
• Line spacing
• Colour
• Paragraph style

The goal is to make longer content easy to read while remaining consistent with the visual identity.

Graphic Elements

A brand identity may include supporting graphic elements.

These could be:

• Shapes
• Patterns
• Lines
• Frames
• Background treatments
• Textures
• Illustrations

These assets can help marketing materials feel recognisable without relying on the logo alone.

For example, a distinctive shape or pattern may appear consistently across:

• Social media
• Advertising
• Website sections
• Presentations
• Packaging

Icon Style

If icons are used regularly, a brand identity may define a consistent approach.

For example:

• Outline icons
• Solid icons
• Rounded icons
• Geometric icons
• Custom icons

Using unrelated icon styles across different materials can make branding feel inconsistent.

Illustration Style

Some brands use custom illustrations.

A brand identity may define:

• Illustration style
• Line weight
• Colour use
• Level of detail
• Character style

This can be useful for businesses that use illustrations heavily across content, websites or packaging.

Photography Direction

Photography can strongly influence the overall appearance of a brand.

A package may include guidance around:

• Image style
• Lighting
• Colour
• Subjects
• Composition
• Backgrounds
• Editing

For example, a brand might favour:

• Natural lifestyle photography
• Clean studio images
• Dark premium imagery
• Bright energetic photography
• Authentic staff photography

Consistent imagery can make different campaigns feel connected.

Stock Photography Guidance

If the business uses stock photography, the brand guide may explain what kinds of images fit the identity.

It may also identify imagery to avoid.

For example:

• Overly staged photos
• Generic corporate handshakes
• Inconsistent colour treatments
• Images that do not reflect the target audience

A clear visual direction can make stock imagery feel more intentional.

Messaging

Some brand identity packages include messaging.

This may cover:

• Value proposition
• Main business description
• Tagline
• Key messages
• Customer benefits
• Calls to action

Messaging can help ensure the business communicates consistently across:

• Website
• Social media
• Advertising
• Proposals
• Email

However, detailed messaging may be offered as part of brand strategy rather than a standard visual identity package.

Tagline

A tagline may be developed to communicate:

• Positioning
• Purpose
• Customer benefit
• Brand personality

Not every business needs one.

If a tagline is included, the package may also show how it should be used with the logo.

Tone of Voice

Some broader branding packages define the way the business communicates.

Tone might be:

• Professional
• Friendly
• Direct
• Technical
• Conversational
• Premium
• Playful
• Reassuring

Guidelines may provide examples of:

• Preferred language
• Words to avoid
• Headline style
• Calls to action
• Customer communication

This can be especially useful when several people create content for the business.

Brand Guidelines

Brand guidelines document how the identity should be used.

A basic guide may include:

• Logo versions
• Logo clear space
• Minimum logo size
• Colours
• Typography
• Background use
• Incorrect logo usage

A more comprehensive guide may also include:

• Photography
• Iconography
• Graphic elements
• Messaging
• Tone of voice
• Social media
• Advertising
• Templates
• Packaging

The size of the guidelines should reflect the complexity of the brand.

Logo Clear Space

Clear space refers to the minimum area that should remain free around the logo.

This helps prevent:

• Text
• Images
• Borders
• Other logos

from crowding the brand mark.

Guidelines may show the minimum spacing visually.

Minimum Logo Size

A logo becomes difficult to read below a certain size.

Guidelines may define:

• Minimum digital width
• Minimum print width
• When to remove the tagline
• When to use the simplified icon

This helps maintain legibility.

Incorrect Logo Usage

Brand guidelines may show examples of what not to do.

Examples can include:

• Stretching the logo
• Changing colours
• Rotating it
• Adding effects
• Using the wrong fonts
• Placing it on low-contrast backgrounds
• Rearranging elements

These examples can be particularly useful when many staff or suppliers work with the brand.

Business Card Design

A brand identity package may include business-card artwork.

This can help demonstrate how the branding applies to real business materials.

Ask whether the package includes:

• Front and back
• Print-ready artwork
• Editable files
• Multiple staff versions

Printing costs are usually separate unless specifically included.

Letterhead

Letterhead design may include:

• Logo
• Contact details
• Brand colours
• Typography
• Business information

It can be supplied as:

• Print-ready artwork
• Word template
• PDF template

depending on the service.

Email Signature

Branded email signatures may include:

• Logo
• Employee name
• Position
• Phone
• Website
• Social links

Clarify whether the provider supplies only the visual design or also assists with installation.

Social Media Profile Assets

A brand identity package may include graphics for platforms such as:

• Facebook
• Instagram
• LinkedIn
• YouTube
• TikTok

These can include:

• Profile icon
• Cover graphics
• Header graphics

The exact platforms should be listed in the scope.

Social Media Templates

Reusable templates may help businesses create consistent content.

Templates could include:

• Posts
• Stories
• Promotions
• Announcements
• Testimonials
• Quotes
• Tips
• Carousels

These may be supplied in tools such as Canva or professional design software depending on the provider.

Check whether editable templates are included.

Presentation Template

Businesses regularly making presentations may benefit from a branded presentation template.

It could include:

• Cover slide
• Heading slides
• Content layouts
• Image layouts
• Charts
• Contact slide

This can help staff create new presentations while maintaining visual consistency.

Proposal Template

Service businesses may require branded proposal templates.

These could include:

• Cover
• Introduction
• Services
• Pricing
• Case studies
• Terms
• Contact details

A reusable template may help maintain a professional presentation across sales documents.

Quote and Invoice Templates

Some identity packages include templates for:

• Quotes
• Invoices
• Estimates
• Reports

These may integrate with existing business software or be supplied as general layouts.

Confirm compatibility with your systems before assuming they can be implemented directly.

Website Style Direction

Brand identity work can provide a visual foundation for a future website.

This may define:

• Colours
• Typography
• Buttons
• Image style
• Icons
• Graphic elements

However, a brand identity package does not automatically include full website design or development.

These services should be listed separately if included.

Website Favicon

A favicon is the small icon displayed in web browser tabs and other digital interfaces.

A brand package may provide a simplified version of the logo suitable for favicon use.

This is generally based on:

• Icon
• Initial
• Brand mark

A full logo with text is usually too detailed for such a small application.

Advertising Templates

Some branding packages include layouts for future advertising.

Examples may include:

• Digital display ads
• Social ads
• Print ads
• Promotional banners

Templates can help campaigns stay visually consistent.

However, campaign strategy and ongoing ad creation may be separate services.

Signage Concepts

Businesses with physical locations may ask for branding examples showing how the identity could work on signage.

Examples may include:

• Shopfront
• Reception
• Outdoor sign
• Office wall

These may be conceptual mockups rather than production-ready signage files.

Clarify the deliverables.

Vehicle Branding

Trades and service businesses may require vehicle branding.

A package may show how the brand works on:

• Utes
• Vans
• Trucks
• Trailers

However, full vehicle graphics often require separate production artwork using the exact vehicle measurements.

A mockup should not automatically be assumed to be installation-ready.

Workwear Applications

Brand identity presentations may include examples on:

• T-shirts
• Polo shirts
• Jackets
• Hats
• Hi-vis clothing

The package may also supply suitable simplified logo files for embroidery or printing.

Production of the clothing itself is usually separate.

Packaging

Product businesses may require packaging design.

Depending on the package, this could include:

• Labels
• Boxes
• Bags
• Bottles
• Product inserts

Packaging is often treated as an additional design service because it may require:

• Technical specifications
• Product information
• Compliance information
• Printer templates

Check whether packaging is actually part of the quoted identity package.

Mockups

Designers often present the identity through realistic mockups.

These may show the branding on:

• Signs
• Business cards
• Packaging
• Vehicles
• Clothing
• Websites
• Phones

Mockups are useful for visualising the identity.

However, they are usually presentation examples.

They do not necessarily mean production-ready artwork for each application is included.

Final Logo Files

Businesses should receive suitable logo files for future use.

Common formats may include:

• AI
• EPS
• SVG
• PDF
• PNG
• JPG

The exact files should be confirmed before beginning the project.

For more detail, see What Should You Receive From a Professional Logo Design Service?

Vector Files

Vector files are particularly useful because they can be enlarged without the same pixelation issues associated with raster images.

They may be needed for:

• Signage
• Vehicles
• Workwear
• Large-format printing
• Packaging

Useful vector formats may include:

• AI
• EPS
• SVG
• PDF

depending on how the artwork is created.

Transparent PNG Files

PNG files with transparent backgrounds can be useful for:

• Websites
• Social media
• Presentations
• Digital documents
• Video

It can be useful to receive versions for:

• Light backgrounds
• Dark backgrounds

Source Files

Editable source files may be included in some packages.

These could allow future designers to modify or adapt the identity.

Ask:

• Which source files are included?
• Are they editable?
• Are fonts supplied?
• Are linked assets included?
• Are there licensing restrictions?

Do not assume source files are automatically included.

Brand Asset Library

A complete brand package may organise final assets into clearly labelled folders.

For example:

• Logos
• Icons
• Colours
• Fonts
• Guidelines
• Social
• Print
• Templates

This makes it easier for employees and external suppliers to locate the correct assets.

Ownership

Businesses should understand ownership terms before beginning a project.

Ask:

• Who owns the final logo?
• Who owns the final brand assets?
• When does ownership transfer?
• Are rejected concepts included?
• Are source files included?
• Can the designer use the work in their portfolio?

These terms should ideally be documented.

Third-Party Assets and Licensing

Some identity systems may use:

• Fonts
• Stock photography
• Stock graphics
• Icons
• Templates

These can have separate licence conditions.

Ask the provider to identify:

• Which assets are original
• Which assets are licensed
• Who needs to hold the licence
• Whether ongoing fees apply

This can help avoid unexpected costs.

Number of Initial Concepts

Brand identity packages may provide different numbers of creative directions.

A provider might present:

• One developed direction
• Two concepts
• Three concepts
• Several options

More concepts do not automatically mean better value.

Compare the quality of the process as well as the quantity of options.

Number of Revisions

The package should explain how revisions work.

Ask:

• How many revision rounds are included?
• What counts as a revision?
• Are major direction changes included?
• What happens if additional revisions are needed?

Clear revision terms can help avoid unexpected charges.

What Is Usually Not Included?

Depending on the provider, a brand identity package may not include:

• Website development
• Printing
• Sign manufacturing
• Vehicle wrapping
• Photography
• Video
• Ongoing social media management
• Advertising management
• Packaging production
• Copywriting
• Domain registration
• Trademark registration

Some providers offer these services separately.

Never assume they are included unless listed in the proposal.

Brand Identity Package vs Full Branding Project

A visual brand identity package may focus mainly on the design system.

A full branding project may go further into:

• Research
• Strategy
• Positioning
• Audience
• Messaging
• Naming
• Tone of voice
• Customer experience

This distinction can create major differences in pricing.

Businesses should determine whether they need a visual identity or a broader strategic branding project.

What Does a Small Business Need?

A small business may not need every possible brand asset.

A practical package might include:

• Primary logo
• Secondary logo
• Icon
• Colour palette
• Typography
• Basic guidelines
• Vector files
• PNG files
• Social profile assets

Additional items can be developed later as the business grows.

Our Small Business Branding Checklist: What Do You Need? provides a broader checklist for deciding what to prioritise.

What Might a Larger Business Need?

Businesses with more employees, locations or marketing channels may require:

• Detailed brand guidelines
• Multiple templates
• Presentation systems
• Document templates
• Photography direction
• Custom icon systems
• Signage standards
• Packaging guidelines
• Digital design systems

The more people who use the brand, the more useful detailed guidelines can become.

Questions To Ask a Branding Provider

Before choosing a brand identity package, ask:

1. Is brand strategy included?
2. Is logo design included?
3. How many concepts are included?
4. How many revisions are included?
5. Which logo variations will I receive?
6. Is a colour palette included?
7. Is typography included?
8. Are graphic elements included?
9. Are brand guidelines included?
10. Are social media assets included?
11. Are templates included?
12. Are source files included?
13. Which file formats will I receive?
14. Who owns the final work?
15. Are fonts separately licensed?
16. Are stock images separately licensed?
17. Is printing included?
18. Is website design included?
19. Are additional assets charged separately?
20. How will the final files be organised?

These questions can make branding proposals much easier to compare.

How To Compare Brand Identity Packages

Avoid comparing packages only by price or the number of items listed.

Look at:

• Strategic work
• Design process
• Portfolio
• Logo variations
• Colours
• Typography
• Guidelines
• Templates
• File formats
• Revisions
• Ownership
• Licensing
• Additional costs

Also consider whether you genuinely need everything included.

A smaller, focused package may be more appropriate than a large identity package containing assets the business will never use.

Be Clear About Future Requirements

Think beyond the first month of using the brand.

Will the business need:

• Vehicles?
• Workwear?
• Packaging?
• Multiple social channels?
• Signage?
• Presentations?
• Franchising?
• New locations?
• Ecommerce?

Knowing likely future applications can help the designer build a more flexible system.

Compare Brand Identity Providers Before Choosing

A brand identity package can provide the foundation for a consistent business appearance across digital and physical applications.

However, package contents can vary significantly.

Before selecting a provider, compare:

• Strategy
• Logo design
• Logo variations
• Colour palette
• Typography
• Graphic elements
• Guidelines
• Templates
• File formats
• Ownership
• Licensing
• Revision terms
• Additional costs

The most useful package is not necessarily the one with the longest list of deliverables.

It is the one that provides the assets your business will actually use.

Compare Digital Services helps Australian businesses explore professional branding and logo design providers and request quotes based on their project requirements.

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Frequently Asked Questions About Brand Identity Packages

What Is Included in a Brand Identity Package?

A package may include logo variations, colours, typography, graphic elements, brand guidelines, digital assets and business templates. The exact scope varies between providers.

Does a Brand Identity Package Include a Logo?

Usually, but not always. Confirm that logo design is included rather than assuming it forms part of every package.

Does a Brand Identity Package Include Brand Strategy?

Some packages include strategy, positioning and audience work, while others focus primarily on visual design.

Should Brand Guidelines Be Included?

Brand guidelines are commonly included in broader identity packages. They may range from a simple logo and colour guide to a comprehensive brand manual.

What Logo Files Should Be Included?

Useful formats may include AI, EPS, SVG, PDF, PNG and JPG, depending on the provider and applications required.

Should a Brand Identity Package Include Social Media Templates?

Some do. Social media templates and profile graphics may be included or offered as optional extras.

Does Branding Include Website Design?

Not automatically. Brand identity provides the visual foundation, while website design and development are normally separate unless specifically included.

Does a Brand Identity Package Include Business Cards?

It may. Business-card design is commonly offered as part of some packages, but printing is usually separate.

Who Owns the Brand Identity After the Project?

Ownership terms vary. Check the provider’s agreement to understand when rights transfer, what files are included and whether any third-party assets have separate licences.

How Do I Compare Brand Identity Packages?

Compare the strategy, deliverables, logo variations, colours, typography, guidelines, templates, file formats, ownership, revisions and additional costs rather than price alone.