Small businesses often get stuck on one question when starting with basic brand visuals: what files do we actually need to have? The answer isn't about quantity—it's about what you plan to do with them. If you just want to unify business cards, PPTs, and social media avatars, the files you need are different from those for a company preparing a full brand manual.
Below, we break it down by file type. For each, we explain what problem it solves, common formats, and what to check upon delivery. If you're hiring a designer, you can use this list to identify what's missing and decide whether to do everything at once or in stages. For related services, see Graphic Design Services.
1. Vector Source File of the Logo: The Most Essential Item
The logo is the most reused element in brand visuals. You should have at least one vector source file, commonly in AI, EPS, or SVG format. Vector files can be scaled without loss of quality, suitable for signage, printing, and large-format output. If you only have PNG or JPG, enlarging beyond a certain size will cause blurriness or jagged edges.
Besides the vector source file, you'll typically need several exported images for different scenarios:
- Transparent background PNG: for web, PPT, overlaying on dark or light backgrounds.
- White or black background versions: for situations where transparency isn't possible.
- Monochrome version: for stamps, engraving, single-color printing, etc.
When reviewing, distinguish between "finished images" and "editable source files." Finished images are ready to use but can't be modified (colors, spacing, structure). Source files allow future adjustments. Make sure the delivery clearly states which is editable and which is just an export.
2. Font and Color Definition Files
Consistent brand visuals rely on clear specifications for fonts and colors, not guesswork each time.
For fonts, specify: which font for headings, which for body text, and for both Chinese and English. A practical issue: many commercial fonts require licensing. Being able to use them in a design draft doesn't mean you can use them for printing or commercial purposes. Confirm the font names upon delivery and determine if you need to purchase licenses. Don't assume fonts can be used commercially without permission.
For colors, provide exact values, not just "roughly this blue." Common formats include:
- HEX or RGB: for screens, web, social media.
- CMYK: for printing.
- Pantone numbers (if applicable): for printing or materials with strict color requirements.
Screen colors and print colors may look different, and the same color can appear differently on phones, monitors, and paper. So provide color values by use case—don't just give one value and assume it works everywhere.
3. One-Page Basic Usage Guide
Small businesses don't necessarily need a dozens-of-pages brand manual, but a short usage guide is very helpful. It addresses "how others should use the logo" and includes:
- Clear space around the logo—no touching edges or overlapping other elements.
- Minimum size for legibility.
- Allowed color combinations and discouraged uses (e.g., stretching, adding outlines, odd colors).
- Primary and secondary colors with corresponding values.
- Names of heading and body fonts.
This guide doesn't need to be lengthy—one to two pages covering daily use is enough. Its value is that whether you or someone else creates graphics later, there's a reference, preventing style drift.
4. Several High-Frequency Collateral Files
Basic brand visuals also include finished or editable files for specific collateral. Small businesses typically prioritize:
- Business card: editable file for printing, with bleed and crop marks confirmed. Specific print requirements should be confirmed with the printer—different printers may have different specs for bleed, color mode, and file format.
- Letterhead, envelope, or stationery template: for formal external documents, usually editable document templates.
- PPT or presentation template: cover, table of contents, content pages, closing page—for repeated internal use.
- Social media templates: avatar, cover, common layouts with placeholder text and images.
You don't have to do all at once. Start with business card and PPT template, then add others as needed. The key is to keep editable files for each item so you can update content later instead of redoing.
5. How to Review Upon Delivery
After receiving the files, go through the following to avoid rework:
- Can the vector source file open properly? Is the layer structure clear?
- Are exported PNGs transparent? Do they look clear on both dark and light backgrounds?
- Are all color values provided, with separate labels for screen and print?
- Are font names specified? Do they require additional licensing?
- Are print files set up with bleed and color mode as required by the printer?
- Are editable files and finished images stored separately with understandable names?
If you only receive images without source files, changing a phone number or a color later might require redoing everything, costing more. So upon delivery, first confirm "can it be edited?" then check "does it look good?"
6. Do It in Stages, Not All at Once
Think of the basic brand visual file list as a sequence from core to peripheral: logo vector source file, font and color definitions, and one-page usage guide are the three most core items; collateral files like business cards, PPT, and social media templates can be added gradually based on actual usage frequency.
First think about where you'll use them in the next three months, then decide which files to create this round. That's more practical than requesting a bunch of unused items at once. You can also organize existing files and identify gaps when needed.
