the experience

Demystifying your logo pack: What’s inside and why it matters

As a brand designer, I understand that the journey from conceptualising your brand identity to the final, showstopper of a brand can be exciting yet overwhelming.

Amidst the creative process, one crucial aspect often overlooked or misunderstood is the final logo pack. What exactly is included in this package, and why does it matter to you as a client?

Let’s delve into this essential component of your brand’s identity.

What is a logo pack?

A logo pack is a digital folder which includes anything and everything to do with your new brand identity, all neatly packaged and organised.

Every Designer shares this file with their clients differently, but expect to receive it via email or via a digital transfer service like WeTransfer or Dropbox.

Next, let’s dive in to what is included within it…

The Essentials: Logo Variations

Your final logo pack typically contains various versions of your logo, each tailored for different uses or outputs. These variations ensure that your brand maintains consistency across different platforms and mediums; whether that’s a social template on Canva or a 300 page printed brochure – your pack has you covered.

Here’s what you can expect in your logo pack from me:

Primary Logo
This is the cornerstone of your brand identity. It’s the full version of your logo, complete with all its elements and details.

Alternate Logo
Think of this as a versatile sibling to your primary logo. It may feature a simplified design or a different layout, making it ideal for scenarios where space is limited or where the primary logo might not fit aesthetically.

You may also receive multiple alternative logos.

Logo Icons
Also referred to as ‘brand icons’ or ‘logo marks’, essentially these are the mini versions of your brand identity. It’s perfect for social media profile pictures or any situation where a compact representation of your brand is required.

The Supporting Details: Assets & Illustrations
If your brand identity includes any additional graphic assets, such as supporting illustrations, patterns of textures (like Aster & Golds floral details for example), these will also be included within your pack.

The Essentials: Colour Variations

Just like variations are important, so is having a stash of logos in all colours of your final brand palette. For my clients, this includes:

Full Colour
If your final identity is multicolour, you’ll receive versions of every logo type in full colour.

Single Colour
Like with full, you’ll receive versions of every logo type in each single colour of your brand palette.

Even if your brand palette doesn’t include white, this is still an important variation to have. It is invaluable for application on dark backgrounds, ensuring visibility and maintaining brand consistency across various backgrounds.

These are for specialised print finishes like hot foiling, where black serves as the base for metallic foils to adhere to. You’ll only ever need these for fancy printing finishes such as foiling, embossing or even embroidery.

File Formats: Ensuring Compatibility

In addition to the logo variations, your final logo pack includes various file formats, ensuring compatibility across different mediums:

Vector Files (.EPS)
Essential for scalability without loss of quality, vector formats are ideal for large-scale applications like billboards or resizing for smaller items like business cards.

Raster Files (.PNG and .JPEG)
Suitable for digital and web-based usage, raster formats are handy for social media profiles, email signatures, or any online platforms where vector formats might not be supported.

I include CMYK and RGB JPEGs, ensuring you’re covered for print and screen.

Transparent Backgrounds
Logos with transparent backgrounds offer flexibility when overlaying your brand identity onto various backgrounds, ensuring a seamless integration without a white box or coloured background.

Brand Guidelines: Maintaining Consistency

Accompanying your logo variations and file formats are two very important documents

1. Brand Style Guide
This is a mini summary of every visual element of your new identity. It’s a handy reference guide and useful for when you quickly need a colour code or to refresh your memory on your brand fonts.

2. Brand Guidelines
This document is a 40+page guide covering everything about your brand identity. This includes:

  1. Identity Overview: A full breakdown of your logos and icons
  2. Spacing and Clear Space: Defines the minimum space required around your logo to ensure visibility and impact, safeguarding against visual clutter.
  3. Colour Palette: Specifies the exact colours used in your logo and accompanying brand materials, ensuring consistency across all applications and mediums. This includes guidance on which colour profiles to use where.
  4. Typography: Identifies the fonts used in your logo and your brand typography hierarchy, along with links to purchasing font licenses.
  5. Usage Do’s and Don’ts: Provides examples of how to use your logo correctly and outlines scenarios to avoid, safeguarding your brand integrity and ensuring your look wonderful wherever you take your brand.

If we have also worked together on your brand strategy, this is included within your guidelines, which details:

  1. Brand Values: AKA your core foundation, your brands purpose, promise and personality
  2. Target Audience: Profile of your dream client demographic.
  3. Market Position: An overview of your current position within your market, along with goals for six + 12 months

3. Font Licensing
When we talk about font licensing, we’re essentially discussing the permissions and rights associated with the use of a particular typeface. Fonts, like any creative work, are protected by copyright law. Hence, using a font without the appropriate license can lead to legal issues. A font license outlines the terms under which you’re allowed to use the font, including where and how you can use it, for how long, and on how many devices.

In the realm of design, there are two primary approaches to font licensing: some Designers incorporate font licensing costs directly into their project fees, whilst others, like me, advocate for our clients to independently purchase the necessary font licenses.

Purchase font licenses yourself offers more advantages to you as the client. Firstly, it empowers you with greater control and flexibility over the licensing process; you own everything to do with your brand identity. You can select licenses tailored to your specific needs, ensuring that you only pay for the usage rights required. This approach also promotes transparency, as you are directly involved in the licensing process, you are aware of the associated costs.

Font licensing can however feel like a minefield; which is why I include this supporting document covering the exact licenses you may need and a few pro tips. I promise it’s not as scary as it seems!

Social Media Files

The logo files in your pack are ready to upload to platforms such as Canva, allowing you to quickly create social media graphics with your new branding. Your Brand Guidelines will detail your colour codes + brand fonts allowing you to ensure every detail of your social templates are beautifully branded.

For editable social media templates or pre-made graphics, I’m always happy to help create any additional designs you need, you can add these on to your Soar or Elevate package at any time.


Your logo pack is a beautifully curated digital file of every element within your brand identity, ensuring a consistent and impactful brand presence in every context.

Becky x
Welcome to the BLD Blog

Hello! I’m Becky. A brand identity & website designer for passionate & ambitious small businesses. This little corner of my website is dedicated to sharing the 15 years of experience I have with brands, websites and of course running a small business.

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