Your brand kit is the key to understanding and communicating your brand identity to those who matter most. Wrapped in a neat little package, this kit can be sent to external stakeholders, internal teams, and advocate partners with ease.

Whether you’re part of a large or small organization, brand kits are essential assets that you should have at the ready.

That’s where this guide comes in. In this article, we’ll unpack what a brand kit is, why it’s so important to your company, and how you can build your own brand kit today. If you'd like to learn about branding your business overall, including using Canva's brand kit functions, then check out Canva Design School's free Branding Your Business course.

Let’s get started.

What is a brand kit?

A brand kit is a short, easily digestible guide to your brand’s visual identity. It’s a quick reference to understanding the logos, colors, fonts, and messaging that represent your brand. Brand kits are usually shared as downloadable PDFs or print documents.

You can distribute your brand kit to employees and key partners or you can make it public for all customers and press to see, in case they want help tell your brand’s story. Just look at Spotify. The music streaming service publishes its branding guidelines on its website for partners and developers who want to integrate Spotify into their apps.

Spotify's brand kit

Build your own brand kit in Canva with templates like Pink Blue Branding Guidelines Presentation and the Yellow and Teal Modern Bordered Brand Guidelines Presentation. The slides are all ready for you; you just have to input your company’s information. You can even set your brand’s color palette, upload your fonts, and store your logo right in Canva for easy access across your kit.

Spotify’s brand kit not only includes visual assets but also necessary legal and licensing information for using the company’s content and metadata. As such, the kit helps protect Spotify as well as its partners, and it ensures that the brand image remains unified across customer experiences.

What is the purpose of a brand kit?

There are plenty of strategic reasons to build a brand kit. For one, as your business grows, you want to make sure your brand image and message don’t become diluted or misrepresented. That’s where a brand kit can help.

Your brand kit ensures that all marketing and communications are accurate and on-brand.

Whether they’re coming from your social media team, sales representatives, or customers advocates, assets associated with your company should include the same colors, fonts, and logos. Any missteps could hurt your brand reputation along the way.

Netflix, for example, includes tips on proper logo usage as well as logo usages to avoid:

Netflix's brand kit

With this guide at their fingertips, internal and external partners—with or without design experience—the resources they need to most effectively tell this brand’s story.

How can you build your own brand kit?

There are a few core elements that will be essential to your brand kit. They lie at the heart of what your brand has to offer, and they are the tools you need to best convey your brand message.

Let’s take a look.


Your logo provides a chance to tell your brand’s story in one, small square or icon. In many cases, it’s the first impression customers will have of your brand. In others, it’s a visual reminder of what your company stands for. That’s why it’s so important to make sure your logo is consistent across platforms and assets.

LinkedIn, for instance, includes acceptable variations of its logo in its brand kit:

LinkedIn brand kit

Create your own brand kit logos in Canva with templates like Green Icon Internet Logo and Cube Computer Logo. These can be personalized with your own graphics, illustrations, and iconography. You can also collaborate on your logo designs with colleagues by sharing your work right on the Canva platform.

LinkedIn even outlines ways to use its black-and-white logo with different layouts, requirements for scaling and leaving clear space, and when the trademark is needed.

Color palette

Your color palette sets a visual tone and language for your brand. Think about how yellow and red are associated with McDonald’s, or how green, white, and black are tied to Starbucks. It’s important to not just decide on your colors, but also to note which specific shades you use.

Blogging platform Medium, for example, details primary and discretionary colors that can be used with its watermark logo:

Medium's brand kit

These clarifications are especially crucial for platforms like Medium that invite users to build and market their own pages. With the right tools to guide them, audiences can become advocates of your brand and empower others to join in.

The Orange Black Photo Modern Architecture Presentation and Blue Brown Simple Modern Brand Guidelines Presentation templates have specific color themes. You can tweak them to reflect your own.


Your signature font is just as important for your brand as your visual assets are. In fact, your typography should be thought of as a visual asset in itself—whether you choose a ready-made font like Helvetica or design your own.

Take Cisco, which created its own brand typography called CiscoSans. The Cisco brand kit notes how the custom font is clean, modern, and simple:

Cisco's brand kit

Cisco also makes it clear that its typography can be used in both regular and bold typefaces, keeping the door open for slight variations while still staying loyal to the original font.

Bring your brand kit to life

Creating your brand kit doesn’t have to be overwhelming. In fact, it should be an exciting process that helps you solidify your brand’s visual identity and to the core of your messaging.

Start creating your own brand kit in Canva now with templates like Minimalist Brand Guideline Presentation or the White and Gold Architecture Presentation. The sleek, sophisticated designs provides the perfect foundation for building your style guide. Use the colors provided or upload your own color palette and customize the templates to fit your visual aesthetic.

Maybe you’re just starting out and can use this opportunity to finalize your logo. Or maybe your brand has history but is in need of an upgrade. Use your brand kit to guide you and your company as you scale internally and externally—delivering cohesive customers experiences no matter where audiences may find you. Then use Canva’s brand management tools to safeguard your brand.

How to create your brand kit in Canva:

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