A brand identity delivery is the most complex handoff a creative agency manages. Every other project type involves getting one category of files to a client. A brand identity delivery involves logos in multiple formats, multiple colour modes, and multiple layout variants. It involves colour documentation, typography files, usage guidelines, and application mockups, all of which need to be organised in a way a non-designer can navigate confidently.
When it goes wrong, the consequences are visible. Clients misuse assets. The wrong logo appears on a print job. A stretched logo shows up on a social profile. A vendor asks for a file type the client cannot locate. The agency gets the call, which means the project is not really finished.
When it goes right, the client has everything they need to represent the brand independently, in the right format, for the right purpose, without coming back to you.
This guide covers how to get it right every time.
This article is part of the complete guide to client file delivery for creative agencies.
What a brand identity package should include
Before building the delivery folder, confirm the full scope of what is included. Not every brand identity project delivers the same assets. Some include brand guidelines, some do not. Some include social media templates, some stop at the core identity.
The list below covers the complete brand identity delivery. Include what applies to the project, exclude what does not, and never deliver partial assets without noting what is and is not included.
Logos
- Primary logo in all approved colour variants (full colour, reversed/white, black, single colour)
- Secondary logo or wordmark if applicable
- Logomark or icon if separate from the wordmark
- Favicon version (typically a simplified icon at 512x512px)
- Horizontal and stacked layout variants if both exist
Colour palette
- HEX values for all brand colours (digital use)
- RGB values for all brand colours (screen and digital production)
- CMYK values for all brand colours (print production)
- Pantone references if specified (for brand-sensitive print work)
- ASE swatch file (Adobe Swatch Exchange, importable into Illustrator, Photoshop, and InDesign)
Typography
- Font files for all brand typefaces (OTF or TTF format)
- Licence documentation for each font confirming the client's usage rights
- A reference sheet showing typeface name, weights, and intended use (heading, body, accent)
Brand guidelines
- Complete brand guidelines document delivered as a non-editable PDF
- Covers logo usage rules, clear space, minimum sizes, colour specifications, typography, and don'ts
- Do not deliver the source file for the guidelines document unless explicitly in scope
Mockups and applications
- Final approved mockups as JPG or PNG at screen resolution
- Do not deliver editable mockup source files unless contracted
Supporting assets (if in scope)
- Business card design (print-ready PDF at 300dpi, with bleed and crop marks)
- Letterhead template (editable DOCX or INDD)
- Email signature (HTML file or PNG)
- Social media profile assets (correctly sized PNG for each platform)
- Presentation template (PPTX or Google Slides)
Folder structure
Organise every brand identity delivery the same way, every time. Consistency matters more than the specific structure you choose. A creative director who delivers brand packages in a predictable format can train clients to navigate them without asking questions.
The rule is the same as for all deliveries: organise by use case, not by file type. A client does not think in file types. They think in tasks.
AgencyName_ClientName_BrandIdentity_2026/
├── 00_README/
│ └── AgencyName_ClientName_BrandUsageGuide.pdf
├── 01_Logos/
│ ├── Primary/
│ │ ├── Colour/
│ │ ├── White/
│ │ ├── Black/
│ │ └── Source/
│ ├── Secondary/
│ └── Favicon/
├── 02_Colours/
│ ├── AgencyName_ClientName_ColourPalette_Reference.pdf
│ └── AgencyName_ClientName_SwatchFile.ase
├── 03_Typography/
│ ├── Fonts/
│ └── AgencyName_ClientName_FontLicences.pdf
├── 04_Guidelines/
│ └── AgencyName_ClientName_BrandGuidelines.pdf
├── 05_Mockups/
└── 06_Supporting_Assets/ (if applicable)
Why 00_README comes first
Most operating systems sort folders alphabetically or numerically. Numbering folders from 00 to 06 forces the correct display order regardless of the client's system. The README folder sits at the top because it is the first thing a client should open. It sets the context for everything that follows.
File formats explained
The most common source of post-delivery confusion is file formats. Clients receive a folder of files they cannot open and do not know how to use. A brief explanation of what each format is for, included in the handover note, eliminates most of these questions before they are asked.
Here is a plain-English breakdown of what to deliver and when.
SVG (Scalable Vector Graphic) The most versatile format for digital use. SVG logos scale to any size without losing quality. Use for websites, digital applications, and anywhere the logo will be displayed on screen. Most web developers and digital production teams will prefer SVG over any other format.
AI or EPS (Adobe Illustrator / Encapsulated PostScript) The source vector file. Include this if source files are in scope. The client or their future designers can edit the logo in Illustrator using this file. If you are not including source files, note this explicitly in the brand usage guide so the client knows not to expect it.
PDF A universally openable vector format. Use for print production when the vendor needs a vector file but may not have Illustrator. PDFs created from Illustrator are vector-quality and print-ready.
PNG with transparent background The practical everyday format. Clients use this for presentations, email signatures, social media, and anywhere they need to drop the logo onto a background. Always include a version with a transparent background, not a white background. A transparent PNG on a white slide looks correct. A white-background PNG on a coloured slide creates a white box.
JPG A compressed raster format with no transparency support. Useful for mockups and preview images, not for logo delivery. Do not deliver logos as JPGs.
What colour mode to use for each format
| Format | Colour mode | Use for |
|---|---|---|
| SVG | RGB | Web and digital |
| PNG | RGB | Digital and screen |
| PDF (digital) | RGB | Digital documents |
| PDF (print) | CMYK | Print production |
| AI / EPS | Include both | Source file |
Deliver separate CMYK and RGB versions of the logo where both are needed. Do not deliver a single file and expect the client or their vendors to convert it. Colour mode conversion changes how the colours appear, and an incorrectly converted logo is indistinguishable from a mistake.
The brand usage guide
This is the single most valuable addition to a brand identity delivery, and the one most agencies skip.
A brand usage guide is a short document, two to four pages, that lives inside the delivery folder and tells the client exactly what to do with what they have received. It is not the brand guidelines. The brand guidelines document the rules of the brand system. The usage guide explains how to navigate the delivery folder.
What to cover in the brand usage guide:
- A brief welcome note acknowledging the project completion
- An overview of the folder structure and what is in each section
- Which logo file to use for which purpose (e.g. "Use the SVG for your website. Use the CMYK PDF when sending to a print vendor. Use the transparent PNG for presentations.")
- Which colour values to use for which purpose (HEX for digital, CMYK for print)
- Who to contact if a file is missing or a format is needed that is not included
- A note on what is and is not included (especially if source files are out of scope)
The usage guide does not need to be designed. A well-formatted PDF is sufficient. The content is what matters. A client who reads a two-page usage guide before opening the rest of the delivery is unlikely to misuse an asset or contact you asking which file to send to their printer.
The handoff is a moment of celebration as much as it is a logistics task. The usage guide is part of how you make that moment feel considered rather than transactional.
File naming
Every file in a brand identity delivery should be named with the same convention, applied without exception.
Convention: AgencyName_ClientName_AssetName_Variant_ColourMode.ext
Examples:
| Good | Bad |
|---|---|
NorthStudio_Meridian_LogoPrimary_Colour_RGB.svg | logo_colour.svg |
NorthStudio_Meridian_LogoPrimary_White_RGB.png | logo_white_final.png |
NorthStudio_Meridian_LogoPrimary_Black_CMYK.pdf | logo_CMYK_USE_THIS.pdf |
NorthStudio_Meridian_Favicon_512px.png | favicon.png |
NorthStudio_Meridian_BrandGuidelines.pdf | brand_guidelines_v3_FINAL.pdf |
The naming convention serves one purpose: a client who looks at a file name should immediately know what it is and where to use it, without opening it first.
The delivery itself
A brand identity delivery deserves more than a generic file sharing link. It is the culmination of weeks or months of work, and it is the last impression you leave on the client before the project closes.
Use a branded delivery page
The client should land on a page that reflects your agency, not a third-party platform. Your logo, your colours, your domain if possible. The delivery page is part of the final impression. See Why your file delivery page is part of your brand identity for the full case.
Set a 30-day expiry
Brand identity files are large and numerous. Clients need time to download everything and confirm it is complete. A 30-day expiry window gives them that time without leaving the link open indefinitely.
Enable delivery confirmation
Know when the client has accessed their files. This is especially important for brand identity deliveries, where the client may forward the link to a developer, a printer, or a marketing team. Confirmation tells you the handoff is complete and creates a record for the project file.
Send a delivery email that matches the moment
The email that carries the delivery link should be slightly warmer than a standard project email. This is the moment the client receives what they commissioned. Acknowledge it.
A simple structure:
Hi [Name],
The [Client Name] brand identity is ready. Everything is linked below, organised by section.
The README at the top of the folder explains what is included and which files to use for which purpose. The brand guidelines PDF in section 04 covers all usage rules in full.
The link is live until [date]. Let me know if anything is missing or if you need a format that is not included.
[Delivery link]
After the delivery
Follow up within 48 hours
Once delivery confirmation shows the client has accessed the files, send a brief follow-up confirming the handoff is complete and asking if they need anything else. This closes the project cleanly and creates an opening for any final questions before the relationship shifts to a retained or future project basis.
Archive the delivery
Before the link expires, archive a copy of the complete delivery folder to your own storage. Brand files get requested again. Clients lose files, change vendors, or need files for new applications months or years later. Your archived copy is the most efficient way to handle those requests.
Label the archive clearly: AgencyName_ClientName_BrandIdentity_Delivery_2026 with the delivery date. Store it alongside your other project archives and note its location in your project management tool.
Log any post-delivery requests
If the client comes back requesting a file format that was not in the original delivery, log it. If three or more clients make the same request across different projects, it is a signal to add that format to your standard brand identity delivery package.
Frequently Asked Questions
Should I always include source files in a brand identity delivery?
Only if the contract specifies it. Source files (AI, EPS, Figma) give the client the ability to edit the brand themselves or hand it to another designer. Whether that is appropriate depends on your agreement and your agency's stance on brand stewardship. If source files are not in scope, state this explicitly in the brand usage guide so the client is not surprised.
What if the client's printer asks for a file format I did not deliver?
This is common. Print vendors sometimes request specific formats like EPS or high-resolution TIFF that are not part of a standard delivery. The cleanest way to handle this is to note in your scope and brand usage guide which formats are included, and offer additional format exports at an hourly rate for requests outside the original scope.
How should I handle font licences?
Include a PDF that lists each font used in the brand identity, the licence type (desktop, web, print), and the source from which it was purchased. If the client needs to purchase their own licence to use the font independently, note this clearly and include a link to where they can purchase it. Do not deliver fonts that are not licenced for redistribution.
What is an ASE swatch file and does every client need it?
An ASE (Adobe Swatch Exchange) file is importable into Illustrator, Photoshop, and InDesign. It allows a designer or production team to load the brand's exact colours into their tools without manually entering HEX or CMYK values. Include it in every brand identity delivery. Clients who work with vendors and production teams will appreciate it even if they do not know what it is.
How do I handle a client who wants to make small edits to the logo themselves?
This is a conversation to have before the delivery, not after. If a client wants the ability to make edits, source files need to be in scope and the contract needs to address the usage rights clearly. Delivering an editable logo file without that conversation creates ambiguity about who owns future changes and whether those changes represent the work your agency produced.
Should the brand guidelines PDF be editable?
No. Deliver the brand guidelines as a locked, non-editable PDF. The guidelines document the rules of the brand system. They are not a template for the client to modify. If the client wants to update the guidelines as the brand evolves, that is a future project.
For the complete delivery workflow including pre-flight checks, file naming conventions, and post-delivery archiving, see: The Creative Agency Client Delivery Checklist.
For the complete guide to client file delivery, see: Client File Delivery for Creative Agencies: The Complete Guide.
