A brand assets library is the brand owner’s maintained source for approved logos, colors, typefaces, imagery, templates, videos, and the rules governing their use. The fastest reliable method is to start at the owner’s current official brand, press, media, or partner portal, confirm whether access is public or restricted, download the exact variant you need, and read the usage terms before publishing.
There is no universal contents list, logo size, file format, or license. Shopify’s guidance, for example, gives its Shopping Bag mark a minimum width of 80 pixels or 28 millimeters and says, “Use of our brand assets must be expressly authorized in writing.” That is Shopify-specific, not a rule for every brand.
What a brand assets library contains
Official examples show a recurring set of materials, but each organization decides what to publish and who may use it.
Logo files
- Primary wordmarks or symbols.
- Alternate horizontal, stacked, compact, and icon-only versions.
- Full-color, inverted, black, white, and monochrome treatments.
- Vector masters such as SVG, EPS, or AI, plus convenient PNG or JPG exports.
Download the supplied artwork instead of redrawing it. Record the intended background, minimum size, clear space, and whether the file is for digital, print, editorial, partner, or internal use.
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Color specifications
Look for reusable values such as HEX, RGB, CMYK, and, where supplied, Pantone or design-token names. A portal may provide swatches while a brand book explains contrast, gradients, accessibility, and combinations that are prohibited.
Typography
Guidelines should name the typeface, weights, styles, fallback stack, and lawful source. Ankr’s example identifies Inter as its body font and notes its Open Font License, while TT Firs Neue Demibold is described as premium with licensing information obtained from the type foundry. Treat those as examples: verify the terms for the particular font and your intended use.
Images, icons, templates, and video
Libraries may include photography, illustrations, icons, presentation or campaign templates, motion graphics, and downloadable video. Rights can differ by file. Western Digital separates approved corporate logos from press-use B-roll; Automattic distinguishes material for the company and licensed partners from editorial use of specified images, audio, and video.
Rules and examples
A brand book should show correct and incorrect applications: clear space, contrast, backgrounds, cropping, co-branding, animation, and prohibited edits. Shopify’s examples warn against stretching, rotating, applying gradients, or placing the logo on low-contrast or busy backgrounds.
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- Start with the owner’s domain. Search the official site for “brand assets,” “brand guidelines,” “press kit,” “media kit,” “trademark,” or “partner resources.” Avoid relying on an old third-party download.
- Check the access model. Some pages are fully public; others require a partner account, press request, or written permission. Automattic’s policy, for instance, limits some materials to the company and licensed partners while allowing specified editorial uses.
- Choose a portal or individual download. A well-organized portal can offer a complete kit and separate downloads for one logo, color token, image, or video. Scaleflex’s example demonstrates both patterns.
- Read the usage page before downloading. Note trademark, sponsorship, endorsement, attribution, territory, audience, modification, and expiration conditions.
- Save the owner page with the file. Pages and files change. Keep the retrieval date, page title, license text, and any approval email in your project record.
How to select the right logo
Match the context
- Use the primary mark when the layout and background match the owner’s instructions.
- Use an inverted or white version on a dark background only when that treatment is supplied or expressly permitted.
- Use a monochrome mark when production constraints require it and the guidelines approve it.
- Use an icon-only mark only where the owner provides it; do not crop a wordmark yourself.
Check size and legibility
Apply the owner’s minimum dimensions and clear-space rule. Shopify’s 80-pixel or 28-millimeter minimum applies to its Shopping Bag mark only. If another brand does not state a minimum, do not invent one; keep the mark legible at the actual output size and ask the owner when the use is important.
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Preserve the artwork
Never stretch, rotate, recolor, add effects, redraw, or place a detailed logo over a busy image unless the current guide explicitly permits it. Check contrast at the smallest size and on the real device or print process.
Permission, trademark, and media-rights checks
Having a downloadable file does not automatically grant permission. Before publication, answer these questions:
- Who is the intended audience: the owner, a licensed partner, press, an event participant, or the general public?
- Does the use imply sponsorship, affiliation, endorsement, or certification?
- Are modifications, translations, animation, merchandising, or paid advertising restricted?
- Are photos, music, footage, and model releases covered separately from the logo license?
- Is attribution required, and does permission expire?
Keep written authorization when the owner requires it. Shopify expressly says use of its assets must be authorized in writing and must not mislead consumers about sponsorship, affiliation, or endorsement. Follow the current owner page rather than assuming another company’s policy is comparable.
Fonts: identify, obtain, and document them
- Record the exact family and weights. “Brand sans” is not enough; save the foundry name, style, version, and approved substitutes.
- Use the lawful source. Follow the link or instruction in the guidelines. An open-font statement may permit some uses, while a premium face may require a separate desktop, web, app, or embedding license.
- Document scope. Note domains, applications, number of users, redistribution rights, and renewal terms where applicable.
- Provide fallbacks. Define a tested fallback stack for systems that cannot load the primary face.
Do not infer a license from the fact that a font file is easy to download. Verify the particular typeface and use with the relevant source.
Designing a library your team can use
Use predictable metadata
Give each file a stable name containing brand, asset type, variant, color treatment, background, format, and revision. For example: brand-logo-horizontal-white-dark-bg.svg. Store a preview, source URL, owner, approval date, and rights summary beside the binary.
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Separate masters from exports
Keep untouched owner files in a read-only masters area. Generate web, presentation, and print exports into clearly labeled folders. Never overwrite the supplied master with a resized or compressed copy.
Publish a short decision guide
Put the most common answers beside the download button: which logo for which background, minimum size, clear space, approved colors, font source, and who to contact for permission. Link to the full brand book for edge cases.
Control revisions
Mark the current release, archive superseded files, and tell users what changed. A monthly or campaign-based review should verify that links still work and that legal text, logos, and video rights remain current.
Comparing library approaches
| Approach | Strength | Risk or limitation |
|---|---|---|
| Public owner page | Easy discovery and direct provenance | May expose only a small subset of assets |
| Access-controlled portal | Can tailor complete kits and partner permissions | Requires account administration and current access |
| Individual downloads | Fast retrieval of one approved file | Users may miss the rules or related rights |
| Complete brand kit | Provides logos, colors, fonts, templates, imagery, and guidance together | Large packages can contain files with different audiences or licenses |
Evaluate any library on five axes: public versus restricted access; single-file versus complete-kit downloads; clarity of logo, color, and font guidance; explanation of image and video rights; and whether the location is the brand owner’s current official source.
Capturing a reference page for your records
A screenshot can preserve how a guideline page looked when your team approved an asset, but it is not a substitute for the owner’s downloadable file or license. For a manual capture, open the official page in a current browser, accept or configure consent as required, wait for fonts and lazy-loaded images, use the browser’s full-page screenshot command, and record the URL and date. Check the resulting image for missing sections, cookie dialogs, chat widgets, and clipped content.
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Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Troubleshooting common problems
The logo looks blurry
Use the supplied vector or a larger raster export, then resize proportionally. Do not upscale a small PNG for print.
The colors do not match
Check whether the file is intended for screen or print, use the supplied color space and values, and inspect the real output device. Do not substitute a nearby swatch.
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A font is missing or renders differently
Confirm that the licensed font is installed or correctly loaded, verify the weight name, and test the documented fallback. Do not share a restricted font file with unlicensed users.
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A download is inaccessible
Check whether the portal requires a partner or press account. Contact the owner rather than copying an unofficial mirror.
A screenshot contains a banner or blank area
Wait for network idle or a specific selector, use a full-page mode that loads lazy images, and inspect the page-verdict headers. A failed or blank capture should not be treated as evidence of the page’s approved content.
Operational checklist
- Owner’s current official URL recorded.
- Access audience and permission confirmed.
- Correct logo variant and background selected.
- Minimum size, clear space, and contrast checked.
- Color values and color space documented.
- Font source and license scope recorded.
- Image, audio, and video rights reviewed separately.
- Masters protected, exports labeled, and superseded files archived.
- Approval date and reviewer saved with the asset.
Frequently Asked Questions
Is a brand assets library always public?
No. The owner may publish a public kit, require a partner or press login, or release only selected materials.
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Can I use a logo because I found it online?
No. Downloadability does not establish permission. Check the owner’s current trademark and intended-use terms and obtain written authorization when required.
Does a brand guideline automatically license its font?
No. It may identify the typeface and lawful source, but licensing depends on the particular font and how you use it.
Can a screenshot replace the original brand file?
No. Use the owner’s supplied logo, color data, or video and retain a screenshot only as a dated reference to the page.
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