At Mountain Mojo Group, we provide a brand kit with every logo project we do. Whether it’s a logo refresh or a new logo, you’ll receive a brand identity guide to go along with it! What is a brand kit, you ask?

A brand kit is a collection of your company’s different brand elements. These include primary and secondary colors, primary and secondary fonts, and multiple logo variations that build your company’s visual identity.

Along with receiving multiple file types and logo iterations at the completion of your logo project, a branding kit is included for you to share with your team. A brand kit is helpful because it provides a quick look at the different ways your new logo can be used and visual guidelines of branding elements. From social media imagery to business cards and website headers, the brand kit helps ensure brand consistency.

What is a Brand Kit?

When we create a brand kit, we include your logo in various ways. A brand kit example of primary and secondary logos is demonstrated in this recent Verde Valley Grown logo. The primary logo is horizontal, with the icon on the left and the name on the right. Oftentimes, a long horizontal logo like this won’t work for a specific application like a profile photo or square business sign. Because of this, we always include a vertical logo as well. The icon is on top with the business name on the bottom.

naz elite primary logo

Primary Logo

northern arizona elite logo

Secondary Logo

naz elite pronghorn


naz elite monogram


A brand kit differs from brand guidelines because of how the above is presented. Brand guidelines are a set of instructions on how to properly use your logo variations. For example, a brand style guide that explains how much negative space should be included on all sides of the logo. Also, what logo variation should go on top of specific backgrounds, what colors should be grouped together, etc. A brand kit is simpler, laying out the logos included but without the instructions on how to use them.

If your company works with many freelancers or multiple people within the company to create content, brand guidelines will ensure that everything they create, everything that represents your company, is on-brand. Brand guidelines help with quality control, consistency, and communication.

How to implement the Brand Kit

What to Include in Your Brand Identity Kit

How to create one for yourself:

  1. Create an 8.5 x 11” document in your favorite software. We like to use Adobe InDesign or Illustrator for this.
  2. Drag and drop your current logo variations, putting white logos on top of a colored background that matches your brand.
  3. In your brand identity kit, create a section for typography. What fonts are used in your logo? Write out the alphabet in uppercase and lowercase, along with numbers and punctuation in both the primary and secondary fonts that your logo contains.
  4. Include multiple shapes, square or circle, that are filled with the colors your logo contains. Next to each shape, write the specific color’s Hex value, RGB values, and CMYK. You’ll want to use RBG for digital content and CMYK for printing.
  5. Include mockups in your brand kit to help with visual branding. Having a designer on your team that can create mockups helps the whole team understand how the logo will look in various applications. Whether that’s on a business card, a new website, letterhead, tote bags or mugs. Mockups are a great addition to any brand kit.
  6. Exporting both a print brand kit and a digital version ensures your team can access it from anywhere, anytime.

Why is a Brand Kit Important?

As mentioned above, having a document with your logo variations promises that anyone creating content for your business will stay on-brand. Meaning the colors, fonts and logos will all look the same. When you deliver a cohesive brand experience, people will recognize your valuable content immediately. This consistency of high-quality content creates trust with your audience. They will see something you create and know it aligns with your company. They trust that what you deliver is consistent, thoughtful, and reliable.

Example: Leader’s Cut: The Ken Kilday Experience

Whether a Zoom background, social media ad, or monthly newsletter, Leader’s Cut adheres to strict visual language. The consistent use of brand colors, icon placement, and typography creates a recognizable, instant connection. As a brand focused on helping CEOs and entrepreneurs grow successful businesses, presenting creative content with a cohesive style helps its audience trust Ken’s guidance and experience.

How to Implement the Brand Kit

So, you’ve put all your logos together and identified your colors but now what? Getting the team on board with understanding why a brand kit is important and the value it has in the long-term success of your company is vital. Visual brand identity is crucial to the success of any business. Keeping a printed and digital copy within easy access for team members is important, but reminding them WHY branding is important is the real heart of the matter. 

A strong brand identity is crucial. Your logo will not only be the first impression to a client but should be a lasting impression on your client. A full brand kit with logo variations, corresponding color palette and typography options ensures that anyone within your company, with a design eye or not, can translate your logo and brand identity in a clean, consistent manner.

At Mountain Mojo Group, once we’ve designed the initial logo for your organization, we lock in your visual identity with a detailed brand kit that makes it easy for any of your staff or partner organizations to create a wide array of branded materials while keeping a consistent identity throughout multiple platforms.

If you’re unsure what to do with those different file types, we recommend adding a Brand Guidelines kit to your project. Getting specific instructions on when to use JPG logo files versus PNGs or PDFs can get your whole team on the same page for content creation and help answer any lingering questions about how to use your new logo.

Whether you’re a solopreneur or the head of a large team, having a brand kit is essential to the success of your business. Reach out today if we can help!


Michelle has been with Mountain Mojo Group as Content Creator and Lead Social Media Manager since early 2020. Throughout her time here, she has led efforts in graphic design, social media, content writing, and branding strategies for our clients.

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