Minimum Viable Brand Checklist

We made this checklist for small business owners so that they've got enough of a brand to start marketing their business. It's important to know that a logo is not a brand, but this is the minimum you'll need to get started.

Logo Checklist

Versions

A colour version

If required.

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A single colour version

If your logo can’t be converted to a single colour without looking weird, you’ve got to go back to the drawing board.

If your logo can’t be converted to a single colour without looking weird, you’ve got to go back to the drawing board
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A single colour white version

Some logos don’t reverse out to white automatically, if your logo uses shadows or simulated shadows, you’ll need a specifically made white version.

Some logos don’t reverse out to white automatically, if your logo uses shadows or simulated shadows, you’ll need a specifically made white version
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Files

.ai or .eps

These are non-lossy vector formats and what you’ll need to print your logo on the side of the skyscraper you’ll own one day.

These are non-lossy vector formats and what you’ll need to print your logo on the side of the skyscraper you’ll own one day
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.jpg

This is one of the most common filetypes on the internet, you can upload .jpgs pretty much anywhere.

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.png

This is a good format to have a transparent version of your logo in, you can upload this online pretty much anywhere.

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.tiff

For printing, this can also have a transparent background.

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.jpg / .png / .tiff in large dimensions

Larger than 1000px – you can always make them smaller but you can't make them bigger.

Larger than 1000px – you can always make them smaller but you can't make them bigger
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.jpg / .png / .tiff in small dimensions

For easy uploading online, where many websites have filesize limits.

For easy uploading online, where many websites have filesize limits
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Colour Checklist

Versions

The hex values for your brand colours (#xxxxxx)

Keep these in a document or style guide, hex values are regularly needed online for things like your website.

Keep these in a document or style guide, hex values are regularly needed online for things like your website
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RGB values for your brand colours (Rxxx Gxxx Bxxx)

These are required interchangeably with hex values depending on the program you're using.

These are required interchangeably with hex values depending on the program you're using
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CMYK values for your brand colours (Cxxx Mxxx Yxxx Kxxx)

You'll need these when printing, they may even be slightly altered versions of your colours as some RGB colours are unprintable.

You'll need these when printing, they may even be slightly altered versions of your colours as some RGB colours are unprintable
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Colours

Didn't get stuck with a single colour for your brand

And no, black and white don't count. Almost every brand will use black and white at some point

And no, black and white don't count. Almost every brand will use black and white at some point
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Font Checklist

Versions

Defined fonts for your brand

Pick one or two and stick to them as much as you can, from business cards to emails.

Pick one or two and stick to them as much as you can, from business cards to emails
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The correct usage license for your fonts

You need to pay for your fonts, if you're short on cash, get your brand fonts from Google Fonts – where fonts can be downloaded and used freely.

You need to pay for your fonts, if you're short on cash, get your brand fonts from Google Fonts – where fonts can be downloaded and used freely
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More than one weight of font (Light, Regular, Bold, etc.)

If you only have your font in one weight, it's really difficult to create a variety of layouts in the future.

If you only have your font in one weight, it's really difficult to create a variety of layouts in the future
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Organisation

Files

A style guide

A style guide is a document showing employees, partners and clients how to use your brand properly.

A style guide is a document showing employees, partners and clients how to use your brand properly
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All of your brand files saved in a safe location

Save all of your different brand files in a place that is easy to access for internal and external users (Google Drive, Dropbox, etc.)

Save all of your different brand files in a place that is easy to access for internal and external users (Google Drive, Dropbox, etc.)
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Any Questions?

If you need more information on any of these points or need some help getting them ticked off, get in touch.