"Illustration showing rebranding elements such as a computer screen with 'Rebrand' text, a folder with a color palette, a folder with typography 'Aa', and the Spring Insight logo. Text reads: Assets You Need When Rebranding."

Assets you need when rebranding

If you’re thinking about rebranding your company, first off, congratulations! It’s a super exciting time and can be a great opportunity to revitalize your business. Rebranding is often done on its own or in conjunction with creating new assets, like a website. 

There are some deliverables you want to ensure you have once you’ve wrapped up the rebranding process with your designer. These will be incredibly important to you, your business, and your marketing strategy moving forward. 

Let’s walk through what those are so you can be assured you have everything you need to leverage your brand elements moving forward. 

Prefer watching over reading? Check out the video below to hear more from Laura and me!

Get the Right Deliverables from Rebranding

1. Your Logo: The Face of Your Brand

When you think about branding, the logo is usually the first thing that comes to mind. It’s not the only thing, but it’s crucial. So, the first asset you want to ensure you have is a versatile and well-prepared logo.

File Types:

  • Native Files: Your logo was likely created using eitherAdobe Illustrator (AI) or Photoshop (PSD). Make sure you get those original files from your designer. These allow for easy future edits should you need to make changes or make a variant logos.
  • Website Files: You want to be able to use this logo in LOTS of places! Your future self will thank you if you get PNG files (with transparent backgrounds), JPEGs (lighter for faster loading), and SVG or EPS files (vector formats for scalability).
  • Color Variations: Get your logo in full color, and also in single colors for dark and light backgrounds. This ensures it fits various applications like a black footer or a colorful pen design.

Favicon: Don’t forget the tiny 16×16 pixel icon that appears in your browser tab. Think of a simplified version of your logo for clarity at small sizes.

2. Color Palette: More Than Just Pretty Colors

Next up, the color palette! This is critical for maintaining brand consistency across all your materials. You’ll want:

  • Hexadecimal Values: Hex values are similar to paint codes you find associated with interior and exterior paint. You have to have the exact right color for touch ups, consistency across rooms, etc. Not just “we use blue and purple.” Your brand colors have codes, too and you need the specific hex codes for consistent color reproduction across print and digital media.
  • Accessibility Compliance: Run your colors through an accessibility checker to ensure they contrast well enough for readability. At Spring Insight, we preach using combinations that maintain WCAG 2.1 compliance.

3. Typography: Consistency is Key

Fonts are often underestimated but play a massive role in brand identity. When people recognize your brand, it’s partly due to your fonts, even if subconsciously.

  • Two Fonts Minimum: Typically, you’ll have one for headings (H1, H2, H3, etc.) and one for body text. Consistency here creates a cohesive look and feel.
  • Accessibility Compliance: Use at least a 15-point font for readability, with 16-point becoming more common.

4. Style Guide: The Bow on Your Brand Package

This is the ultimate wrapping up of all things branding—a style guide. It documents all the assets we just discussed and provides guidelines on how to use them:

  • Logo Usage: Variations and appropriate contexts.
  • Typography and Color Palette: Fonts, sizes, and hex values.
  • Additional Elements: Sometimes these guides include specific styling for website modules or iconography.

For us at Spring Insight, a thorough style guide gives us the guardrails for creativity, ensuring we respect the thought that has gone into your brand’s development.

The Final Step: Store Your Assets

Treat these deliverables like your organization’s important documents—licenses and filings. They are foundational. Store them in redundant places where your team can access them easily. This foresight will save you from scrambling to find them later.

At Spring Insight, we can help you develop your brand or use your branding assets to create an awesome website or other marketing assets. What stage are you in, and how can we help? Sign up for a complimentary consultation with our team.