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I want the business to look consistent everywhere

Brand Kit: Logo, Color and Fonts

A brand kit gives you one logo, color and font system to use everywhere the business appears.

Ask about this service Call (561) 203-9685

A brand kit settles the visual decisions that otherwise get made again by every person who builds something for you. It covers the logo and each version of it, the colors and their codes, the typefaces and sizes, graphic treatments, and the spacing, buttons and borders underneath all of it. Written down, those stop being opinions. Voice belongs to Brand Strategy, and camera and audio decisions belong to Brand Photo and Video Style Guidelines.

Everything a brand covers here, and you pick from it

What the brand kit is

One price, and it is the rules rather than any one piece of artwork.

  • The mood, agreed before anything elseA board of references with what to take from each, the words for how it should feel, and what it should not feel like. Signed off before a color or a font is chosen, because that is what stops the work being restarted at the end.
  • The color palette, with the code for each oneHex for the web, RGB for screens, CMYK for a printer, so nobody guesses and no two versions of your blue end up in circulation.
  • A readable twin for every colorA color that works as a fill is often unreadable as text. Each one gets a second version that is safe to write in, so a heading never has to be the wrong color to be legible.
  • A dark version, designed rather than derivedInverting a light palette is what produces a navy that was meant to be gray and a button nobody can read. The dark palette is chosen and measured on its own ground.
  • Contrast measured, not judged by eyeEvery pairing checked against the 4.5 to 1 standard for body text and 3 to 1 for large, with the number written next to it. A color that fails is caught in the document rather than on your website.
  • Fonts, and the sizes they get used atTypography is the industry word for this, and it means the fonts plus every decision about how they are set. The heading font and the body font, where to get them and what the license allows, a short list of fixed sizes so a page cannot end up carrying eleven, the weight and line height for each, and the fallback a phone shows in the half second before the real font arrives.
  • The design rules underneath all of itA spacing scale so gaps are picked from a list. Corner radius, borders and shadows named once. Buttons, links and cards, so the same thing looks the same everywhere.
  • Accessibility, built in rather than checked afterwardsType large enough to read, contrast measured, and nothing that depends on color alone to make sense. Older eyes are the test, not a young designer's monitor.
  • The brand bible, written for somebody who is not a designerEvery decision above in one document, with the reasoning next to each one so a choice is not reopened each time somebody new arrives, and a contents page so a person looking for one font name is not reading forty pages to find it.
  • Worked examples, so the rules are shown in useNot a page of swatches. An email, a web page, a post and a document laid out in your colors and fonts, inside the guidelines, so anybody can see what the rules produce before they build anything. Building the working template in your own email tool or on your own site is the applied work, priced separately.
  • A handover pack anybody you hire can work fromA one page summary with the logo, the color codes and the fonts on a single sheet. A sheet of values a developer copies and pastes. The files in named folders, so a printer opens print, a developer opens web and a sign maker opens vector without asking you which is which. In formats that open anywhere, with nothing locked inside an app that needs a subscription to open. Yours to keep, and complete enough that any designer, printer, agency or developer can work from it without calling me.

The logo, bought separately

A new logo generated and vectorized, or the same version set built from the logo you already have. Both prices are above.

  • The full logo, and the icon on its ownThe one with your name in it, and the mark by itself for the places a name will not fit.
  • Horizontal and verticalA wide one for a header or a sign, a stacked one for a square space.
  • Black only, white only, and full colorBlack and white for a form, a stamp or a single color print. Other colors on request.
  • The colors in the mark, named and codedTwo or three colors with hex, RGB and CMYK, so your blue is the same blue everywhere. A full palette with readable twins, contrast measurements and a dark version is the brand kit above.
  • Sized for every place that crops differentlyA browser tab, a phone home screen, Google Business Profile, your social profiles, a business card and a flyer. A retina browser tab is about twenty pixels across, and detail that reads at full size turns into a smudge there, so the small version is decided on purpose rather than left to the browser.
  • Clear space and minimum sizeHow much empty room goes around it, and how small it can go before it stops reading.
  • Vector and flat filesVector stores the shape rather than pixels, so it stays sharp on a card or on the side of a van. Flat files for anywhere that will not take a vector.
  • Three rounds of revisions on a new logoA logo takes a few passes to get right, so the revisions are in the price rather than billed afterwards. Buying the version set from a logo you already have skips this.

Every place the kit already covers, and what putting it there involves

The rules are written for all of these, so the document is complete whether you apply them today or next year. What is priced above is the work of putting them onto each one, not the decisions behind them, and you pick which.

  • Your websiteThe palette, the type and the rules put onto the site you have
  • Social profiles and postsProfile images, covers, post templates and story templates, sized per platform
  • VideoThe logo, approved palette and type applied to an opening, closing, on screen name bar and thumbnail template. Editing, motion and audio direction stay in the media style guide
  • Invoices, receipts, quotes and proposalsThe documents a customer actually receives, laid out on your brand as templates you fill in
  • Contracts and agreementsLaid out on your brand. You supply the wording, and whoever advises you approves it
  • Email signature and email templatesOne signature, and layouts your team can reuse
  • Slide decksTitle, section, content and closing layouts, so a deck is not designed from scratch
  • PrintCards, flyers and menus, supplied ready for a printer
  • Shirts, hats, signage and vehicle graphicsThe versions of the mark that survive being stitched, cut or printed large

How the colors get checked

Every pairing is opened in a real browser and measured against the background it actually sits on, in light and in dark, on a wide screen and on a phone. The standard is 4.5 to 1 for body text and 3 to 1 for large text, which is what the Web Content Accessibility Guidelines set. A number goes next to each pair in the document, so a color that fails is caught before it reaches anything you send out.

How this gets fixed

The service is a brand kit, a written set of guidelines, and putting them onto what you already have

A brand kit is visual decision work, written down and then applied. Color, type, graphic treatments and design rules get chosen, recorded with the reasoning, and handed over as a document plus the files. Then that look goes onto the things you already send people.

The colors are measured rather than judged by eye, in light and in dark. A dark palette is chosen and checked on its own ground. Inverting a light one is what produces a navy that was meant to be gray and a button below readable, which is the sort of thing a screenshot does not show and a measurement does.

The kit is the visual rulebook, and it is not tied to one place. The same palette, fonts, graphic treatments and spacing carry a website, a social profile, a business card, a shirt and a video. Putting them onto each of those is quoted separately, so you buy the rules once and then pick where they get applied.

You pick what you need. Each item below is quoted on its own, so a business that already has a logo it likes pays for the rules around it and nothing else.

What goes out of shape first

  • The logo on the invoice is a different blue from the one on the website
  • A flyer set in a typeface nobody chose, because whoever made it picked one
  • Two versions of the logo in circulation and nobody sure which is current
  • A color that looks right on your screen and is unreadable on somebody's phone
  • Every person who makes something for you starting the decisions again
Scope

What this service includes

Included in your service
  • Covered by the one price
  • Mood and direction, agreed before anything is designed
  • Color, in light and in dark, measured rather than judged by eye
  • Fonts, and the size scale they get used at
  • Voice, and the rules for how anything gets written
  • A written photography brief, so a shoot or a phone has a target
  • Spacing, buttons, borders and the rest of the design rules
  • An accessibility pass over every decision
  • Worked examples: an email, a web page, a post and a document laid out in your colors and fonts, so the rules are shown in use
  • The brand bible, and a handover pack for whoever you hire
  • Bought alongside it, and you pick
  • A new logo, or the full version set from the logo you already have
  • The brand put onto your website
  • The brand put onto your social profiles and posts
  • The brand put onto your video
  • The brand put onto your invoices, quotes and proposals
  • The brand put onto your contracts
  • The brand put onto your email signature and templates
  • The brand put onto your slide decks
  • The brand put onto print
  • The brand put onto shirts, signage and vehicles
  • A refresh, where a brand exists and has drifted
Related work quoted separately
  • A hand drawn identity from an illustrator.The logo work here is generated and vectorized, which means turned into a file that stays sharp at any size, and a bespoke mark drawn from scratch is a different arrangement
  • Trademark searching, filing or legal clearance on a name or a mark, which is an attorney's work
  • Naming the business or a product, which can be scoped inside Brand Strategy and Messaging
  • Purpose, positioning, promise, personality, messaging or voice, which belong to Brand Strategy and Messaging
  • A website rebuild.Applying the brand to the site you have is quoted here, redesigning that site is Website Redesign and Repairs
  • Printing, stitching or vinyl.Files come ready for whoever makes the thing, and that invoice stays on your account
  • Photography, video, motion or audio direction, which belong to Brand Photo and Video Style Guidelines
  • The wording inside contracts and agreements, which you supply and which whoever advises you approves
  • Paid typeface licenses.Where a paid typeface is the right one, the cost and the license terms are named before it is chosen, and the license is bought in your name
  • Any promise that a new look changes your sales.A brand makes a business legible, and what somebody does next depends on the offer and the price

What it covers

  • The brand kit and guidelines
    • Everything in the list above The mood, the palette in light and dark, the readable twins, the contrast measurements, the fonts and sizes, the voice rules, the photography brief, the design rules and the accessibility pass
    • The brand bible Every decision with the reasoning next to it, a contents page, and written in words rather than design language
    • Worked examples inside the document The palette shown in use rather than as a page of swatches: an email, a web page, a post and a document laid out in your colors and fonts, so somebody can see what the rules produce before they build anything
    • The files, organized for whoever you hire A one page summary, a sheet of values a developer copies and pastes, and the files in named folders. Complete enough that any designer, printer, agency or developer works from it without calling me
    • Written to cover every place you appear Website, social, video, invoices and quotes, contracts, email, slide decks, print, shirts and signage. Nothing is left out of the rules. What is quoted separately is the work of putting them onto each one
    • Two rounds of revisions
  • AI logo generated and vectorized, with the full version set
    • Generated, chosen with you, then vectorized Vectorizing turns it into a file that stays sharp at any size, which is what a printer or a sign maker asks for
    • Up to three rounds of revisions before the files are sent A logo takes a few passes to get right, so those are in the price rather than billed afterwards
    • The full logo, and the icon on its own The one with your name in it, and the mark by itself for the places a name will not fit
    • Horizontal and vertical A wide one for a header or a sign, a stacked one for a square space
    • Black only, white only, and full color Black and white for a form, a stamp or a single color print. Other colors on request
    • The colors in the mark, named and coded Two or three colors with hex for the web, RGB for screens and CMYK for a printer, so your blue is the same blue everywhere. A full palette, the readable twin of each color, the contrast measurements and the dark version are the brand kit
    • Clear space and minimum size How much empty room goes around it, and how small it can go before it stops reading
    • Sized for a browser tab and a phone home screen The favicon and the app icon. A retina tab is about twenty pixels across, so what stays in the mark at that size is decided rather than left to the browser
    • Sized for Google Business Profile and your social profiles Each one crops differently, so each gets its own file rather than one squeezed to fit
    • Sized for a business card and a flyer Ready for a printer, in CMYK with the margin a printer trims off
    • Vector and flat files Vector stores the shape rather than pixels, so it stays sharp on a card or on the side of a van. Flat files for anywhere that will not take a vector
  • The full version set, from a logo you already have
    • The full logo, and the icon on its own The one with your name in it, and the mark by itself for the places a name will not fit
    • Horizontal and vertical A wide one for a header or a sign, a stacked one for a square space
    • Black only, white only, and full color Black and white for a form, a stamp or a single color print. Other colors on request
    • The colors in the mark, named and coded Two or three colors with hex for the web, RGB for screens and CMYK for a printer, so your blue is the same blue everywhere. A full palette, the readable twin of each color, the contrast measurements and the dark version are the brand kit
    • Clear space and minimum size How much empty room goes around it, and how small it can go before it stops reading
    • Sized for a browser tab and a phone home screen The favicon and the app icon. A retina tab is about twenty pixels across, so what stays in the mark at that size is decided rather than left to the browser
    • Sized for Google Business Profile and your social profiles Each one crops differently, so each gets its own file rather than one squeezed to fit
    • Sized for a business card and a flyer Ready for a printer, in CMYK with the margin a printer trims off
    • Vector and flat files Vector stores the shape rather than pixels, so it stays sharp on a card or on the side of a van. Flat files for anywhere that will not take a vector
  • Applied to your website
    • The palette, the type and the rules put onto the site you have Rebuilding that site is website redesign, quoted separately
    • Logo placement and its responsive versions Which logo shows at desktop width and which one shows on a phone
    • Color applied by role Background, text, links, buttons and borders, each with its own value rather than one palette pasted in
    • Heading and body type Sizes, weights and the scale, so every page looks like the same site
    • Layout and spacing rules The gaps between things, written as numbers a developer can copy
    • Button and link styling Normal, hover and visited, in both light and dark
    • Icon and graphic treatment So icons from three sources stop looking like three sources
    • Imagery direction What photographs belong on the site, and how they are cropped
    • Readability and contrast, measured Every text and background pair checked against the standard rather than eyeballed
  • Applied to social profiles and templates
    • Profile image, cover, post template and story template Sized for each platform you actually use
    • Caption styling and the type rules that carry to a phone screen
    • How a post opens visually, so your grid reads as one account
  • Applied to video
    • The opening, the closing, the on screen name bar, the caption style and a thumbnail template Built once and reused on everything after
    • Safe areas for vertical and horizontal, so nothing important sits under the interface
  • Applied to invoices, receipts, quotes and proposals
    • The documents a customer actually receives Laid out on your brand and handed over as templates you fill in
    • Invoices, receipts, quotes and proposals, each with its own layout
  • Applied to contracts and agreements
    • Laid out on your brand You supply the wording and whoever advises you approves it
  • Applied to your email signature and templates
    • One signature, and layouts your team can reuse Built so they survive being pasted into a reply
  • Applied to a slide template
    • For talks, webinars and pitches Title, section, content and closing layouts, so a deck is not designed from scratch each time
    • The type scale and color roles carried into the deck master
  • Applied to print: cards, flyers and menus
    • Supplied ready for a printer In CMYK with bleed, which is the extra margin a printer trims off. Printing stays on your account
  • Applied to shirts, hats, signage and vehicle graphics
    • The versions of the mark that survive being stitched, cut or printed large Detail that reads on a screen disappears in thread and vinyl, so it gets simplified on purpose
  • Brand refresh, pulling a drifted brand back
    • What exists gets looked at first Some of the drift is worth keeping and some of it was an accident, and you get told which is which before anything changes
Your quote

What shapes your quote

Start with the standard service. Add only the work your business needs.

Standard starting point
  • Everything in the list aboveThe mood, the palette in light and dark, the readable twins, the contrast measurements, the fonts and sizes, the voice rules, the photography brief, the design rules and the accessibility pass
  • The brand bibleEvery decision with the reasoning next to it, a contents page, and written in words rather than design language
  • Worked examples inside the documentThe palette shown in use rather than as a page of swatches: an email, a web page, a post and a document laid out in your colors and fonts, so somebody can see what the rules produce before they build anything
  • The files, organized for whoever you hireA one page summary, a sheet of values a developer copies and pastes, and the files in named folders. Complete enough that any designer, printer, agency or developer works from it without calling me
  • Written to cover every place you appearWebsite, social, video, invoices and quotes, contracts, email, slide decks, print, shirts and signage. Nothing is left out of the rules. What is quoted separately is the work of putting them onto each one
  • Two rounds of revisions
Add only what you need
  • Logo workAn AI logo generated and vectorized, or a version set built from the logo you already have. Both priced above
  • Each place the brand gets appliedWebsite, social, video, documents, contracts, email, slides, print, and shirts and signage. Each one priced above
  • A paid typeface licenseNamed with its cost and terms before it is chosen, and bought in your name
  • Revision rounds beyond the two included
Ask about this serviceor call (561) 203-9685
The process

How it runs, step by step

  • Tell me what is going on The form below. What you have now, and what you want instead.
  • A short call, if it needs one Only where the scope cannot be settled in writing.
  • You get the scope and the price In writing, with what is included and what is not.
  • You approve it Nothing starts before you have agreed the scope and the price.
  • The work happens You are told when something needs a decision from you, and nothing else.
  • Handover What was done, where it lives, and what to do next, written down.

More on how working together works.

FAQ

Questions about this service

I already have a logo. What is left to buy?

The rules around it, which is usually the missing half. The color codes, the readable version of each color, the type scale, graphic treatments and the file kit, so the next thing anybody makes does not drift. The logo work can be left out entirely.

Do I have to buy all of it?

The list is itemized for that reason. Each item is quoted on its own and you pick. A business with a logo it likes needs a different half of the list than one starting from nothing.

Why does dark mode need its own palette?

Because inverting a light one changes the colors into different colors. A warm gray becomes navy, and a color that was readable on white can land below the contrast standard on a dark ground and stop being legible. The dark palette gets chosen and measured on its own.

What does measuring contrast actually mean?

Each color is checked against the one behind it and given a ratio. Body text needs 4.5 to 1 and large text 3 to 1, under the Web Content Accessibility Guidelines. The number goes in the document next to the pair, so nobody has to judge it by eye later.

What is a vector file and why does it matter?

A file that stores the shape rather than a grid of pixels, so it stays sharp printed on a business card or on the side of a van. A printer or a sign maker will ask for one, and a logo that exists only as a screenshot cannot be used at size.

Can my team use this without me?

Writing it down is what makes it repeatable. The guidelines document is the first thing a designer, a printer or a new hire opens, and it is written for somebody who is not a designer.

What if my brand already drifted?

A refresh pulls it back to one set of decisions. What exists gets looked at first, because some of the drift is worth keeping and some of it was an accident.

Can you put it on shirts and my van?

The files get made for it. Stitching, vinyl and large format each need the mark prepared differently, and that preparation is part of applying the brand. Whoever makes the shirt or wraps the van bills you directly.

How long does a brand kit last?

The decisions hold until the business changes what it sells or who it sells to. That is why it is written down rather than kept in somebody's head, and why a refresh is a smaller job than starting again.

Send me the details

I read it and reply with the scope and the price before any work starts.

Ask about this service or call (561) 203-9685

Get a quote

Tell me the result you want and where I can see the business now. I use that information to identify the most useful service or package and decide whether I can quote it in writing. If one missing detail changes the work or price, I will ask for that detail or suggest a short call.

What would help most?

Pick at least one. More than one is fine.

Answer a few more if you want a more specific first reply

What happens next: I review the links and details, then reply within two business days with the best next step, any one question I still need answered, or a written quote when the scope is already clear.

Prefer regular email? [email protected]

Derek Packer

Your inquiry was received.

I will review what you sent and reply within two business days.

You will receive a copy of your inquiry. Look for an email from Derek Packer with the subject Inquiry Received — Here’s Your Copy. If it is not in your inbox, check spam, promotions or other folders. Still missing? Email [email protected].