You've done it. You've invested in a professional brand identity, and the final deliverable has just landed in your inbox: a single .zip file. You open it, and your excitement gives way to a wave of confusion. It's a folder full of folders, packed with acronyms you've never seen before: SVG, PNG, EPS, CMYK, WOFF2.
What are all these files? Which one goes on the website? Which one do you send to the printer?
If you're wondering "what is a brand kit" or "what's in a brand package," you're not alone. Understanding brand kit contents is crucial before making a purchase. A professional brand package is a strategic toolkit, and knowing its deliverables helps you use your new brand with confidence.
So, what is a brand kit, really? It's the complete, organized collection of your visual identity assets—everything from logo files to website code. A complete brand package includes brand identity files in every format you'll need.
Let's unzip that folder and look at what you should expect to find inside.
Quick Reference: Brand Kit File Types
Logo Suite Files: SVG, PNG, and Vector Formats Explained
This is the heart of your brand kit. A professional "logo suite" isn't just one file; it's a versatile collection of your logo in every format you'll ever need, ensuring it looks crisp and consistent everywhere your brand lives.
Vector Files (The Master Files): SVG, AI, EPS
If you remember one thing, it's this: vector files are your most valuable asset.
What they are: Vector files are built with mathematical formulas, not pixels. This means you can scale them to any size—from a tiny favicon on a browser tab to a massive billboard—and they will never lose quality or become blurry.
When to use them:
- Sending to a professional printer for business cards, packaging, or signage
- Giving to other designers or developers for any future projects
- Any application that requires absolute sharpness at various sizes
At The First Fold, we provide an SVG (Scalable Vector Graphic) as the primary vector file. It's the modern standard for the web and is universally recognized by professional design software.
Raster Files (For Everyday Use): PNG
What they are: Raster files are built from a grid of pixels. They are perfect for digital use but have a fixed size. If you try to enlarge a raster file too much, it will become pixelated. The most significant advantage of the PNG format is its ability to have a transparent background.
When to use them:
- Your website's header and footer
- Social media profile pictures and posts
- Digital presentations or documents
- Email signatures
The classic SVG vs PNG logo debate is simple: use SVG when you can for sharpness, and use PNG for all standard digital applications where a vector file isn't supported.
Color Variations
Your logo suite must also include color variations to ensure versatility across different backgrounds and applications. You should always receive:
- Full Color: Your primary, default logo
- Black (Monochromatic): For single-color documents or when color isn't an option
- White (Reversed/Knockout): A white version with a transparent background to use over dark images and colored backgrounds
Brand Guide Deliverables: Colors, Fonts, and Usage Rules
If the logo suite is your toolkit, the Brand Guide is the instruction manual. This crucial PDF ensures that you (and anyone you work with) use your brand assets consistently, which is the key to building brand recognition.
These are the non-negotiable brand identity deliverables that should be in your guide:
- Logo Usage Rules: Clear do's and don'ts, including minimum size requirements, required clear space around the logo (so it has room to breathe), and which logo variation to use in specific contexts
- Color Palette: Your primary, secondary, and neutral brand colors, complete with their unique codes for both digital and print use (HEX for web, RGB for screens, and CMYK for printing)
- Typography System: The defined fonts for every part of your brand, from website headlines (H1, H2) to body copy and captions. This creates a clean, intentional typographic hierarchy
Website Files Included: HTML, CSS, and Developer-Ready Code
This is where many brand packages stop, but where ours begins. Often, a designer will provide a mockup—a static image of a website. The client is then responsible for hiring a developer to build it, which costs thousands of dollars and can take months.
We do it differently. A core part of our complete brand package is the developer-ready static website. We provide the actual code, making your site fast, secure, and ready to launch immediately.
Here's what you get:
- HTML Files (.html): The structural foundation of your website pages
- CSS File (.css): The code that styles your site—the colors, layouts, and typography defined in your brand guide
- JavaScript File (.js): Powers any interactive elements like animations or contact forms
- Asset Folder (/images): All the images used on the site, already optimized for fast loading times
Getting these brand identity files directly means you're not just getting a design; you're getting a functional, launch-ready website. See our process here.
Font Files and Additional Brand Kit Assets
Finally, a truly complete brand package includes the small but critical details:
Font Files
The actual font files (.TTF, .OTF, or .WOFF) for your brand's typography. It's essential to ensure they are properly licensed for web and desktop use. We primarily use Google Fonts, which are open-source and free to use commercially with no licensing restrictions.
Favicon
That tiny icon that appears in your browser tab. It's a small detail that makes your brand look polished and professional online.
Understanding Brand Kit Contents: From Files to Launch
Now you know exactly what's in a brand package. It's not just a logo—it's a comprehensive system of files and guidelines designed to give your business a consistent, professional, and scalable foundation.
Understanding your brand kit contents empowers you to build your brand with confidence and clarity.
At The First Fold, every one of our exclusive, ready-to-launch brand kits includes everything detailed here—plus it's sold once and retired forever, giving you true ownership and exclusivity. You get agency-quality deliverables at a fraction of the cost, in days instead of months.
Cost Comparison
- What you'd pay an agency: $8,000–$15,000
- What you'd spend on Fiverr (with revisions + proper files): $300–$600
- A First Fold kit: $900–$3,400 (complete, exclusive, yours forever)
FAQ: Common Questions About Brand Kit Files
What's the difference between SVG and PNG logos?
SVG files are vector-based and scale infinitely without losing quality—perfect for print and web. PNG files are pixel-based (raster) and best for fixed-size digital use like social media profiles, email signatures, and presentations where transparency is needed.
Do I own all the files in my brand kit?
Yes. When you purchase a brand kit from The First Fold, you receive full IP ownership of all files. We transfer complete intellectual property rights, and the kit is permanently retired from sale—no one else can ever purchase it.
Can I edit the files myself?
Vector files (SVG, AI) require design software like Adobe Illustrator or free alternatives like Inkscape or Figma. PNG files can be used as-is for most digital applications. Your brand guide includes usage instructions for all file types.
What if I need the logo in a format you didn't include?
We include all standard formats (SVG, PNG, AI). If you need a specialized format for a specific vendor or application, contact us—we'll provide it at no additional charge for any purchased kit.
Are the fonts included free to use commercially?
Yes. We primarily use Google Fonts, which are open-source and licensed for commercial use with no restrictions. For kits with premium fonts, we offer optional licensing upgrades—see individual kit pricing for details.