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The 6 Most Important Types Of Brand Assets

We recommend that you create a brand guideline or brand bible. This will make sure that as your company expands, your brand is still consistent. The brand bible will also allow an outside vendor, say a design service like Penji for a turn-key, plug and play solution. 

You can check out our brand guidelines here to get a better idea of how your company’s brand identity can be created for success: 

1. Logo/Mascot


If you saw someone with a red polo on or when you watch TV and see a lizard speaking, what are the first companies that come to mind? If your answers are Target and Geico, you would be correct!

A logo or a mascot is a critical asset for your brand and is one of the brand assets that clients typically request from Penji. It is normally the first visual representation that an individual experiences with your company. A logo can consist of many forms and variations, however, we recommend that when you want to design a logo, think of something extremely simple. The simpler the better. A logo tells the internal employees, prospects, and partners who you are.

Some things to consider when creating a logo:

  • Do not rely on trends. You don’t want to be a trendy come one day and an outdated one the next. Stay true to what you stand for.
  •  Use high-quality icons or images
  •  Create a customized font: Finding the right font can be tricky but find a way to make it your own. For reference, look at Amazon and FedEx
  •  Stock art is awesome, but be careful there are ZERO restrictions
  • KISS! Keep it simple stupid!
  • Make your colors printer-friendly. You will thank us in advanced.
  • Make your logo, business card friendly.
  • Too many words. Don’t be too wordy.
  • Be original!

2. Typeface/Typography

This is pretty self-explanatory. Make sure that your font is a preferred web font and will work with any and all devices. Your typography can and should be different from your font. Things to consider are creating a font for your logo, website, marketing materials, call to actions, and other marketing materials. They can be different but should be relatively the same.

3. Legal


Before you read this, understand your strengths. Unless you’re a lawyer, do not write your contract, legal on your website, or play with your terms and conditions. Leave it to the experts. Your legal documentation will allow your business/startup to simply look the part.

4. Brand Colors


Color is essential to differentiating your brand from your competitors. If you’re a startup, you tend to lean more on the vibrant and brighter side. Whereas if you’re a professional service company, you lean more towards the more dark and trusting colors. Some colors to keep in mind for a startup are:

  •  Purple (That’s our favorite color)
  • Pink (That’s our second color)
  • Neon related colors
  • Lime green
  • Bright purple
  • And other bright or vibrant colors within a color wheel

Some colors to keep in mind for a professional services company are:

  •  Navy
  • Deep Red
  • Gold
  • Deep Orange
  • Brown
  • Deep Green

5. Graphic Elements


What kind of icons will you use on your website and marketing materials? Are your icons flat, thin, three dimensional, colorful, or simplistic? Your graphic elements will allow you to further showcase your brand.

6. Images and Broll

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Ah, these important assets for your brand identity are easily the most difficult. Are you the type of company that enjoys stock images or do you want to be faceless? Either way, it’s important to determine your b-roll footage and imagery. If you are the cartoony type, it may be best to hire a cartoonist or illustrator.


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