What's Actually Included in a Brand Identity Package?

"Brand identity" means very different things depending on who's quoting you. Here's what a proper package includes.

The core deliverables

• Logo suite: not just one image, but variations: a primary logo, a simplified mark for small spaces like a favicon or social icon, and versions that work on light and dark backgrounds.
• Colour palette: defined primary and secondary colours, with exact codes (hex, RGB, CMYK) so they stay consistent across digital and print.
• Typography: chosen fonts for headlines and body text, with guidance on how and where to use each.
• Brand guidelines document: a reference file showing how everything fits together: logo spacing rules, colour combinations, do's and don'ts, so anyone working on your materials later stays consistent.

What a stronger package adds

• Photography or imagery style direction: guidance on the visual tone your photos and graphics should follow.
• Tone of voice guidance: how your business should sound in writing, formal or casual, playful or direct.
• Applied templates: business cards, social media templates, email signatures, or signage mockups showing the identity in real use, not just in isolation.

What's often missing, and worth asking about

Cheaper packages sometimes deliver a logo and call it a brand identity. Before committing, ask what file formats you'll receive, whether you get full ownership of the files, and whether revisions are included if something doesn't feel right on the first pass.

What it should cost

Pricing varies by scope, but a proper small business brand identity package, logo, palette, typography and guidelines, typically sits in a similar range to a small website build. That reflects the strategic thinking involved, not just the design output.

The real test of a good package

A strong brand identity makes every future design decision easier: what colour to use on a new flyer, how a social post should look, what font goes on your van. If it doesn't answer those questions clearly, it hasn't done its job.

Want to see exactly what's included in ours? Get in touch and we'll walk you through it.