The test: Could a new designer create an on-brand listing image without asking you which green, which font or which logo file to use? If not, the kit is missing operating rules.
Core identity deliverables
Logo suite
Primary mark, horizontal or stacked alternative, icon and single-color versions.
Primary mark, horizontal or stacked alternative, icon and single-color versions.
Color system
Primary, secondary and neutral colors with HEX, RGB, CMYK and practical contrast guidance.
Primary, secondary and neutral colors with HEX, RGB, CMYK and practical contrast guidance.
Typography system
Headline and body families, weights, hierarchy examples and licensing notes.
Headline and body families, weights, hierarchy examples and licensing notes.
Image direction
Lighting, crops, backgrounds, prop rules and examples of imagery to avoid.
Lighting, crops, backgrounds, prop rules and examples of imagery to avoid.
Usage guide
Clear space, minimum size, approved backgrounds and common incorrect uses.
Clear space, minimum size, approved backgrounds and common incorrect uses.
Ecommerce extras worth specifying
| Asset | Why it matters | Ask for |
|---|---|---|
| Shop avatar | Must stay recognizable at a very small size | Square PNG and icon-safe layout |
| Shop banner | Sets the visual promise before a visitor browses | Editable source plus platform export |
| Listing template | Creates consistency across dozens of products | Editable Canva, Figma or PSD template |
| Packaging basics | Connects the digital shop to the unboxing moment | Sticker, thank-you card or insert layout |
| Social template | Prevents every post from becoming a redesign | Two flexible vertical post systems |
Copy this brand-kit brief
PROJECT: Compact ecommerce brand kit
BUSINESS:
- Shop name: [name]
- Product category: [category]
- Target buyer: [profile]
- Price position: [budget / mid-market / premium]
- Brand personality: [three to five attributes]
IDENTITY DELIVERABLES:
- Primary logo, alternate logo and icon
- Full color, one-color and reversed variants
- Editable source plus SVG, PDF and PNG exports
- Color system with print and digital values
- Typography hierarchy and licensing notes
- 6–10 page practical usage guide
ECOMMERCE DELIVERABLES:
- Shop avatar and banner
- One editable listing-image template
- One vertical social or Pinterest template
PLEASE CONFIRM:
- Number of initial creative routes and revisions
- Which source-file formats are included
- Commercial rights and third-party asset licenses
- Delivery timeline and feedback milestones
Choose the right kind of specialist
A logo designer is a good fit when your direction is already clear. A brand identity designer is the better fit when you need a system, rationale and guidelines. A strategist may be necessary before visual work if your customer, positioning or product architecture is still changing.
Compare brand style guide services
Affiliate disclosure: This page may contain affiliate links. We may earn a commission if you purchase through one, at no extra cost to you. No individual seller has paid for inclusion.