What's Included in a Brand Identity Package?
Logo suite, colour and type, guidelines, stationery and templates: what you should get, and why.
October 2026
By The Qivox team
When you pay for a new identity, it is fair to ask what you will actually receive. Quotes for a brand identity package can look similar on paper and turn out very different in practice: one studio hands over a full toolkit, another sends a single logo file and a colour code. This guide sets out the five parts we think every small business should get, what each one is for, and the questions worth asking before you sign anything. Use it to compare quotes, or to check whether the identity you already have is complete.
01 The logo suite
Your logo will appear in places with very different shapes and sizes: a wide website header, a square Instagram avatar, a tiny browser tab, a dark flyer. One version cannot cover all of them, so a proper package includes a suite.
Main logo: The full version, usually horizontal, for headers, signage and documents.
Stacked or compact version: For square and narrow spaces where the main logo would have to shrink too far.
Icon and favicon: A simplified mark that still reads at 16 pixels, for browser tabs, app icons and social avatars.
Colour variations: Each version in full colour, black, white and reversed for dark backgrounds.
The right file types: Vector files such as SVG and PDF for print and scaling, plus PNGs with transparent backgrounds for everyday use. Ask for both.
Before you approve the logo itself, run it through our five-place logo test. It takes a few minutes and catches most of the problems that only show up after printing.
02 Colour and type
A palette is more useful when every colour has a job. Instead of six swatches with no instructions, you should get a short palette with clear roles: a dominant colour for backgrounds, a secondary for surfaces and supporting text, and an accent for the things you want clicked. Our guide to the 60-30-10 colour rule explains how those roles work. Each colour should come with HEX values for screens and CMYK values for print, so your printer and your web designer are working from the same numbers.
Type should be just as clear. Most brands need two typefaces, one for headlines and one for reading, with set sizes and weights for headings and body text. Our note on choosing two typefaces covers how to pair them.
03 Guidelines
Guidelines are the short rulebook that keeps the identity consistent after the designer has gone. They do not need to be a 60-page manual. For a small business, a clear document of ten to fifteen pages is usually more useful, because people actually read it.
Clear space and minimum size: How much room the logo needs around it, and the smallest size it can be used at.
Colour combinations: Which colours can sit on which, so text always stays readable.
Type sizes: A simple scale for headings, body text and small print.
What never to do: Examples of stretching, recolouring, adding shadows or placing the logo on busy photos. These pages save the most arguments.
04 Stationery
Stationery is where many identities first meet the real world. A complete package includes business cards, a letterhead and an email signature, ready to print or paste. It sounds small, but it is often the first thing a customer holds. For Delta Luxury Transport, a chauffeur service in Athens, the business cards and flyers carry the same night-and-amber identity as the website, so a card handed over in person feels like the same company you found online. You can see it in the Delta Luxury Transport case study.
05 Social templates
Social media is where consistency usually breaks first, because posts get made in a hurry. Templates fix that. A good package includes a handful of post and story layouts your team can fill in themselves: an announcement, a tip, a piece of work, a quote, an event. For Imagia Events we went a step further, with a new mood kit of accents for every event, so each campaign feels fresh while still being clearly Imagia.
Questions to ask before you sign
Use these when you compare quotes. A clear answer to each one tells you far more than the headline price.
How many logo versions will I get?: Look for a main, stacked and icon version at minimum, each in several colourways.
Will I own the files outright?: You should receive editable vector files, not just images, and the right to use them freely.
Are fonts licensed for my use?: Some typefaces need a paid licence for web or print. Many good ones are free, but it should be checked.
What do the guidelines cover?: Ask to see an example. If there are no do and don’t pages, expect drift.
What happens after handover?: Find out whether small changes or extra templates are possible later, and how they are priced.
Getting a complete identity
Our brand identity packages are built around these same five parts: logo suite, colour and type, guidelines, stationery and social templates, all designed to work together across your website, print and social channels. If you already have an identity and are not sure whether it is complete, start with a review rather than a rebuild. You may only need two or three missing pieces.
Not sure what your current brand is missing? Request a free brand review and we will tell you what to fix first.
