The Professional Brand Identity Deliverables Checklist

When wrapping up a brand identity project, packaging the final files for delivery is often the most tedious phase. Leaving out a key file format or providing poorly named assets can lead to client confusion, print production issues, and unnecessary back-and-forth emails.

Use this professional handbook checklist to ensure you package a complete, robust visual system that stands up to agency standards.

[!TIP] Workflow Tip: Setting up dozen of artboards for packaging (social headers, print collateral, standard business cards) is time-consuming. Use the SizeKit Adobe Illustrator panel extension to instantly generate preset artboard sizes with built-in margins and print bleed settings.

1. Logo System Files Checklist

A complete logo system must cover various layouts and color spaces to render clearly across digital applications and physical materials.

• Primary Lockup Packaging:
  • Vector formats: Deliver in clean, outline SVG (for web), EPS (for legacy print), and editable PDF.
  • Raster formats: High-resolution transparent background PNG and solid background JPEG. Save both in RGB (at least $300\text{ppi}$) and CMYK formats.
  • Output folders: Separate into /vector/ and /raster/ directory trees.
• Secondary Lockups:
  • Stacked/vertical versions of the logo for centered layouts.
  • Horizontal/wordmark-only configurations for thin digital banners and navigation headers.
• Sub-marks & Monograms:
  • A simplified monogram or glyph mark optimized for small-scale icons, email signatures, and favicon use.
• Color Modes & Variations:
  • Full Color: Primary brand palette configuration.
  • Monochrome: Pure black (#000000) and pure white (#FFFFFF) paths.
  • Pantone Spot Color: Approximated solid ink codes (PMS) documented in the vector path metadata.

2. Typography System Packaging

Ensure the client has everything necessary to install, load, and license the brand’s fonts.

• Desktop Font Files:
  • Deliver OpenType (.otf) formats for desktop applications (avoid TrueType .ttf if possible due to rendering inconsistencies).
• Web Fonts Collection:
  • Package Web Open Font Format (.woff and .woff2) files. Include custom @font-face CSS sheets referencing these files.
• System Fallbacks:
  • Explicitly identify fallback fonts pre-installed on macOS/Windows (e.g. Arial or Georgia) to use inside standard emails and default text fields.
• Licensing Documentation:
  • Text files containing purchase links or license codes for commercial desktop and web use.

3. Brand Identity Color Specifications

Never deliver colors as simple name labels. You must document the exact color specifications across all production channels.

• Digital Screen Values:
  • Document the exact HEX codes (e.g. #0A0A0F) and RGB values (e.g. 10, 10, 15) for web and mobile layouts.
• Standard Print Value:
  • Document four-color process CMYK percentages for offset printing.
• Solid Ink Spot Values:
  • Select Pantone Matching System (PMS Coated/Uncoated) colors to ensure solid ink color matching.

4. Corporate Collateral & Sizing Assets

Ensure stationery and digital marketing assets match standard dimensions.

• Business Card Deliverables:
  • US standard ($3.5 \times 2\text{ in}$) and European standard ($85 \times 55\text{ mm}$) layouts.
  • Include $3\text{mm}$ (or $0.125\text{ in}$) bleed zones.
• Letterhead Assets:
  • Standard US Letter ($8.5 \times 11\text{ in}$) and A4 sizes ($210 \times 297\text{ mm}$).
• Social Media Graphics:
  • Instagram post ($1080 \times 1080\text{px}$) and story ($1080 \times 1920\text{px}$) frames.
  • LinkedIn banner ($1584 \times 396\text{px}$) and profile avatar assets.

5. Brand Book & Style Guidelines

The brand book binds the entire system together, instructing the client’s internal team on how to maintain visual consistency.

• The Master PDF Handoff:
  • A high-resolution, print-ready PDF containing letterheads, logo grids, typography hierarchies, and color specs.
  • A compressed, low-resolution interactive digital PDF with internal link navigation.
• Vector Source Documentation:
  • Deliver the original .ai or .indd layout template files with all links and fonts packaged.

Conclusion & Resources

Completing this checklist ensures you maintain a professional designer reputation and prevent client support emails months down the line.

To streamline this packaging process and output a professional brand book, check out our Ultimate Brand Guidelines Template. It contains a ready-to-customize 36-page layout for Illustrator and InDesign, built to house all final deliverables.