What’s included in a brand package?
A CLOSER LOOK AT WHAT TO EXPECT
When you start exploring branding or graphic design services, one of the first questions that often comes up is: “What exactly do I get in a branding package?”
If you’re new to the world of branding—or you’ve only ever had a DIY logo before—it’s completely normal to be unfamiliar with what to expect. That’s why I created this post: to walk you through what’s typically included in a custom brand identity package, and why each element matters for the long-term success of your business.
1. Foundational Strategy
Before we design anything visual, it’s important to understand what your brand stands for and how it communicates. Brand strategy and messaging lays the foundation for your brand identity and provides depth and purpose to every design choice. If your package includes strategy support, we’ll work together to develop:
A concise statement that introduces your business
A clear mission statement that expresses your purpose
Defined brand values that guide your voice and visuals
A tagline or brand phrase to capture your essence
An analysis of your ideal target audience
The strategy portion included in your brand package may or may not be this in-depth, depending on the scope of the project. Regardless, every one of my branding projects begins with a discovery questionnaire to help me get familiar with these important aspects of your business.
2. A Complete Logo Suite (Not Just One Design)
It’s a common misconception that a brand package includes just one logo. In reality, you get a full suite of logo variations to cover all the different ways your brand can appear.
A typical logo suite includes:
Primary Logo – The full version with all brand elements (ideal for website headers or print materials)
Secondary Logo – A simplified layout for smaller spaces (like business cards or packaging)
Submark or Icon – A minimal, often circular or square version that works great for social media, watermarks, or favicons
This flexibility ensures your brand logo looks polished and cohesive—no matter the size, format, or platform. Your logo is one of the most significant elements in your brand package, so the project includes a thorough process of concepting, revising, and perfecting the final design.
3. A Curated Color Palette
Color plays a powerful role in how people emotionally connect with your brand. In your brand package, I include a carefully selected color palette—typically a combination of:
Primary brand colors (your core tones)
Secondary colors (used to support and complement)
Neutrals (for background balance and breathing room)
Each hue is chosen to support your brand’s tone and personality—whether it’s calm and natural, bold and energetic, or refined and minimal. You’ll also receive HEX, RGB, and CMYK codes so your colors stay consistent across both print and digital formats.
4. Typography Styling & Hierarchy
Fonts can be surprisingly powerful—they carry subtle but powerful connotations that reflect your brand’s tone, values, and personality. Typography is one of the most underrated storytelling tools in design, which is why it’s essential for your designer to navigate these nuanced messages and make informed choices on your behalf.
Your brand package includes a typography system that’s easy to follow and flexible across platforms. This often includes:
A primary typeface for headlines or bold statements
A secondary typeface for body copy or details
Guidance on typographic hierarchy—so you know how to organize type clearly across web, print, and more
Having a clear typography system helps you maintain visual consistency, which builds trust and recognition over time.
A Quick Note About Font Licensing: It’s important to know that your brand package does not include the license to use your font recommendations. Some fonts are free for commercial use, while others require a one-time purchase or subscription. I’ll provide links to the fonts featured in your brand design so you can purchase them directly.
5. Supporting Elements and Collateral
This is the part that really makes your brand come alive. Depending on your package, we may include:
Brand patterns, textures, or illustrative details
Custom icons or visual accents
Art direction for photography style
Brand collateral mockups (like print materials, social posts, merchandise, etc)
These elements give your brand depth and versatility. They help your brand feel complete, and offer a helpful point of reference for creating future applications.
6. Brand Guidelines Document
A well-designed brand is only beneficial if you know how to use it. That’s why every brand package comes with a brand guidelines document, or style guide—a helpful PDF presentation that explains:
How to use your logo variations
How to apply your color palette and typography
Dos and don’ts for layout, spacing, and imagery
It’s like your brand’s instruction manual—whether you’re making your own website or collaborating with a new designer on a project, you’ll have everything you need to stay aligned.
Common Questions (And Honest Answers)
“Do I really need all of this, or can I just get a logo?”
A logo is definitely an important step—but if you’re planning to build a brand that lasts, having a complete identity system will save you time, elevate your presence, and ensure consistency across every touchpoint. You can always start with a logo, but going deeper at the beginning usually means fewer design headaches down the road.
“Will I get files I can actually use?”
Yes! I make sure you receive both print and web-ready file types, along with your brand guidelines to help you apply them with confidence. If you ever need extra support (like social templates or package design), we can build on your brand foundation together.
“What if I don’t know what I want?”
That’s totally okay. My process includes a thoughtful discovery phase and collaborative feedback rounds to help uncover what feels right. I’ll guide you every step of the way, and we’ll shape your visual identity together—so it feels like a true reflection of your business.
That being said, if you think your brand could benefit from a more intimate analysis, I offer a Comprehensive Brand Identity Package that includes a detailed strategy component to provide more in-depth clarity and guidance.
Your Brand Deserves More Than a Logo
By investing in a professional branding package, you’re giving your business a memorable and trustworthy identity—something that grows with you and supports your long-term vision. When we work together, my goal is to design a brand identity that reflects your essence and helps you connect with the right people.
If you’re curious about what kind of package might be right for you, explore my design services or simply reach out and say hello. I’d love to chat more about your vision and help you bring it to life.
-Anna
