Standards, guidelines, protocols...these are all words that are supposed to ease anxiety in our modern-day workplace. Yet we’ve all been in a situation where the organizational tactics of a company leave something to be desired.
When it comes to brand marketing and brand design needs, a cohesive system is imperative. You can make the lives of your team and anyone you work with easier by streamlining all of your brand assets and guidelines in one place. AKA a brand kit.
That being said, not all brand kits are created equal.
Brand kits should help find, organize, and share brand elements more efficiently. Brand kits can also be used as an opportunity to present your brand personality to anyone who might want to work with you.
The following company brand kit examples can help inspire your design and marketing team to build an effective and unique brand kit you’ll look forward to sharing.
Like any other webpage you put out there, the best brand kit pages are designed with user-friendliness and brand aesthetic in mind. Yelp’s brand kit is a good example. The company refers to it as their Cookbook and breaks down its sections into Ingredients, Recipes & Entrees, and a highlights section of key design principles. This makes sense considering Yelp started out as a place for consumers to rate and review restaurants.
One can’t help but smile a little at the thoughtfulness and wit that went into the making of their brand style guide. They could have easily just titled the section, “Typography” or “Brand fonts,” but instead, they chose to get creative. Consider what your brand specializes in. Is there a creative or quirky way you can infuse those traits into your brand kit? These small details can have a big influence on the perception of your brand.
Yelp also has a separate Brand page that has more in-depth guidelines, a download button for their logos, and specific information for potential partners, resellers, press, and media. Whether your brand already receives collaboration or press inquiries or not, it’s a good idea to set up a section or two that addresses potential collaborators. One, because you never know when someone will come along for just that reason. And two, because it can add a sense of prestige that causes people to assume you already do get these types of requests. A little boost in status never hurt anyone!
Yelp also needed to create guidelines for how to showcase Yelp reviews. Yelp provides social proof about other businesses, and this proof is very useful for those businesses and their consumers but can be misused or misrepresented without these guidelines. Your brand may also have unique considerations like these, which should be prominently and clearly laid out for those who visit your brand kit.
Hulu prides itself on fun, friendly, and original personality. Even the title of their in-depth guidelines matches their brand identity — their famous vibrant green. By using their color palette in their brand guidelines, the page practically screams Hulu.
You can use your brand kit as a tool for your design and marketing team to hone your brand image and personality. When it’s quickly and easily conveyed on your branding site, it’ll be another avenue for freelancers or journalists to digest your style and produce content accordingly.
Hulu’s tone of voice is conversational, witty, empathetic, and bold. Great brand kits incorporate their brand voice into the page. In Hulu’s writing style section, they do just that. One part that exemplifies this reads: “We don’t use a lot of jargon. Our viewers don’t watch ‘content.’ They watch TV. Like humans do, right?“
Hulu also shares examples of their illustration style, which matches their fun and original personality. These examples come in handy for freelance graphic designers they hire. Nobody wants extra work going back and forth correcting mistakes in design that could have been easily avoided.
Drishti is no stranger to analyzing and working with incoming data, so it’s no surprise its brand kit includes a form field to make a request for more information. Following their logo design and brand color guidelines is the “Need something else?” section. Here users can input open-ended requests for items not readily available on their brand kit page.
The form field is also a method to build and grow relationships with relevant people. Members of the press can reach out for clarification or direction when it comes to writing about Drishti. Bloggers and podcast hosts who are interested in AI and technology can reach out to initiate a collaboration.
However, for some, Drishti’s work might be unfamiliar territory. Drishti’s mission is to use AI and computer vision to analyze video and optimize manual assembly lines. To further educate others on their work, they include links to their latest blog posts at the bottom of their brand kit page. Drishti’s branding site is an example of a brand identity kit that makes it easy for visitors to both download the basics and gain more information as needed.
Bolt designed their brand kit for those who need quick access to download their visual assets. They include a clear button at the top of the page to download their entire kit and also break down the assets into segments throughout the page.
Bolt provides high-quality product screenshots, photos, and site illustrations. Companies like Bolt care about their brand image and provide accurately branded photos, videos, screenshots of their technology or application, and shareable social media templates. The more high-quality images you have, the more likely your marketing team, the press, or freelancers will create content that reflects your brand.
Bolt also offers visitors a look at their case studies and a downloadable fact sheet to get a better idea of how Bolt works. For those new to Bolt’s work, such as new hires or people outside the company like journalists, this extra information can be a welcome resource.
As you build your brand kit, consider which aspects of your brand might be confusing or need a bit of supplemental information. The brand kit can be a perfect place to include this extra info some people might not even know they need.
Grubhub designed a captivating, responsive, and interactive branding site with fun visuals and copy. This may have been a bit of extra work for their graphic design team, but that extra work can go a long way in perpetuating their brand's visual identity.
Their Visual Identity page is organized according to asset categories. If you have a brand with many assets and examples for each category, breaking down your brand kit into pages like Grubhub does will make it easier to share with others and for users to navigate right to it without having to scroll endlessly.
Grubhub also decided to include a tab called Takeaways, which summarizes the key and crucial components for visitors of their branding site to understand. For a company like Grubhub that has a ton of information and assets, this tab helps those who want a quick recap. It reinforces their purpose, where they’re headed, and the bite-sized information they want the reader to take away about their brand.
Impossible Foods’ mission is to have a sustainable impact on the environment, so they included a special report section in their brand kit. It’s important to make information surrounding their progress accessible wherever journalists, freelancers, or agencies might be searching. By sharing the positive impact they have on society, not only do they get publicity about their efforts, but they also gain trust from consumers and critics thanks to their transparent behavior.
There’s an expression that goes you gotta see it to believe it! Impossible Foods knows people are skeptical of a non-meat-looking burger. They want to see their “burger” up close and personal. By providing images that convey the look, feel, and texture of their patties, freelancers and agencies that create content about Impossible Foods can do the brand justice.
Moreover, having control over the style of images circulating about your brand will help your audience instantly recognize what they’re looking at. In the case of Impossible Foods, consumers might do a double-take when they see images of their all plant burgers, thinking: Isn’t that real meat?! But a reaction like that is a win for Impossible Foods. That’s the whole idea.
Figure out which reaction you want your audience to have when they see your images. Capture and organize your brand kit images in a way that aligns with your identity and provokes the right reaction. This reaction will be the one they associate with your brand, and if you do it right, it’ll be a positive one!
At the bottom of Shopify’s brand kit page is an example of how to accomplish more with your branding site. They include a free trial CTA and button with a one-step, easy email signup field. In and of itself, a brand kit's purpose is not to increase sales or attract leads. However, that doesn't mean your brand can't take advantage of a potential lead or sales opportunity!
Brand kits can be an opportunity to capture leads and convert potential users. With the right messaging, you can use your brand kit to showcase your brand. Your brand kit will also help anyone who visits acquire the right tools, assets, and understanding to represent your brand in an accurate fashion.
Once you’ve built your brand kit, you can always improve it. It’s important to make tweaks as your company grows and develops. Incorporating your brand kit into your brand strategy and find ways to make it both utilitarian and memorable requires a fine-tuned balance. But this balance can have a significant effect on your internal team, your external collaborators, and your overall business success.
When you consistently refine your brand kit, your marketing team can be more efficient and confident, leading them to develop more engaging and on-brand content. As your business grows, the attention to your product or service also grows. Refining your brand kit to match the needs of potential collaborators and journalists can save you time and energy while building important relationships. In the end, your brand image and reputation are shaped by the choices you make and the tools you use to get you there.
Canva’s Brand Kit feature allows you to build your brand kit right inside Canva. You can pre-set your brand fonts, logos, colors, and templates so that everyone on your team has easy access to your branding elements. So, no matter who on your team is doing design work, the content they create will be on brand.