I am a first year design student, and my uncle informally asked me to create a logo for him. He is working with a woman who helps people grow their business by getting them on social media and building them websites.

So I sent her the logo, but it turns out that she was really looking for me to create an identity for him. She says that she isn't a graphic designer, and asked "What do you suggest as a basic starter kit for him?"

Since I have no experience with this, I have no idea what should be included in an "identity folder," as she called it. Could anyone help me out? What kind of graphics, information, etc. should I be sending her, and what kinds of files? A very detailed answer would be highly appreciated... I don't know what I'm doing!


2 Answers 2


In general, an Identity kit (or Brand Guidelines) isn't so much about including specific images.

There will be some imagery but it's more about usage. You detail items such as:

  • Logo versions: All variations of approved usage from 1 color to full color and reversed including required space around the logo, what not to do with the logo, etc.
  • Approved symbolism: If there are symbols, icons, etc which the brand uses this would entail usage requirements for each of those. Similar to the logo requirements - colors, variations, etc.
  • Brand color guide: What colors to use in RGB, HEX, CMYK, and Spot (Pantone)
  • Typefaces: What typefaces to be used and where.
  • If applicable product imagery to be used: What images can be used and in what situations they are approbate.
  • In some cases approved copy (text) may be included. Such as approved tag lines to use. Approved "benefit" copy to be used, etc.

As a whole, an identity kit is a basic "this is what we look like overall" document. It's not a here's an ad to use, here's a brochure to use, here's a poster to use, document. You are free to include templates for things like posters, brochures, etc. but they aren't generally a staple of the "kit".

As a starting point, take a look at a few brand guideline documents and get a general idea.

  • Great advice. Just wanted to chime in and add a couple of resources for the budding identity designer that I'm finding helpful. Graham Smith's site is great. Not only does he do great logo/identity design work but he blogs, inspires and otherwise helps out the design community as well. Brand New is another fantastic website for identity inspiration. You should be able to pick up you some ideas about what a great identity does and does not usually entail from there.
    – gburning
    Commented Jan 23, 2015 at 22:18

In the best possible suggestion I can give, I'd supply a 'Branding Guidelines', the different versions of the logo, materials for the business, and mock ups to illustrate what everything would look like.

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