STANDOUT CREATIVE
Free Checklist

Brand Identity
Checklist

Work through every element of your brand identity and mark what is done, in progress, or still needed. A strong brand is built on consistency.

Business: ___________________________
Date reviewed: ___________________________
Reviewed by: ___________________________
1
Logo
Your logo is the cornerstone of your visual identity. You need multiple versions for different contexts.
Primary logo (full colour)
Your main logo used on light or dark backgrounds as appropriate.
File location / notes: ___________________________
Done / WIP / Needed
White / reversed logo version
For use on dark or coloured backgrounds.
File location / notes: ___________________________
Done / WIP / Needed
Icon / mark only version
A simplified icon for small sizes - profile pictures, favicons, app icons.
File location / notes: ___________________________
Done / WIP / Needed
Logo files in correct formats
SVG (scalable), PNG with transparent background, and PDF for print.
Formats available: ___________________________
Done / WIP / Needed
2
Colour Palette
A defined colour palette ensures consistency across every touchpoint. Document exact hex codes so anyone can match them precisely.
Primary brand colour defined
The dominant colour used for key elements - buttons, headings, accents.
Hex code: ___________ RGB: ___________ CMYK: ___________
Done / WIP / Needed
Secondary colour(s) defined
Supporting colours that complement the primary.
Hex codes: ___________________________
Done / WIP / Needed
Neutral / background colours defined
Whites, greys, or dark tones used for backgrounds and body text.
Hex codes: ___________________________
Done / WIP / Needed
Colour usage rules documented
Which colour is used where - e.g. primary for CTAs, neutral for body text.
Where documented: ___________________________
Done / WIP / Needed
3
Typography
Consistent fonts across all materials make your brand feel polished and professional. Limit yourself to 2-3 fonts maximum.
Heading font chosen and documented
The font used for titles, headings, and display text.
Font name: ___________ Weights used: ___________ Source: ___________
Done / WIP / Needed
Body font chosen and documented
The font used for paragraphs, captions, and general copy.
Font name: ___________ Weights used: ___________ Source: ___________
Done / WIP / Needed
Font sizes and hierarchy defined
H1, H2, H3, body, caption sizes documented for digital and print.
Where documented: ___________________________
Done / WIP / Needed
4
Tone of Voice
Your tone of voice is how your brand sounds in writing. It should be consistent whether you are writing a social post, an email, or a proposal.
Brand personality words defined (3-5 words)
The adjectives that best describe how your brand communicates.
Words: ___________________________
Done / WIP / Needed
Do / Don't language examples documented
Examples of language you use and language you avoid.
Where documented: ___________________________
Done / WIP / Needed
Tone adapted for different channels
Slightly different tone for social vs email vs proposals - all still on-brand.
Notes: ___________________________
Done / WIP / Needed
5
Digital Presence
Every digital touchpoint should look and feel like the same brand. Check each one is consistent.
Website uses correct logo, colours, and fonts
URL: ___________________________
Done / WIP / Needed
Social media profile pictures consistent
Same logo/icon used across all platforms.
Platforms checked: ___________________________
Done / WIP / Needed
Social media bios consistent and on-brand
Last updated: ___________________________
Done / WIP / Needed
Email signature uses brand fonts and colours
Applied to: ___________________________
Done / WIP / Needed
Social media post templates created
Canva, Adobe, or similar templates that match brand colours and fonts.
Where stored: ___________________________
Done / WIP / Needed
6
Your Brand Score
Total Items
18
checklist items
Completed
___
items done
In Progress
___
items WIP
Still Needed
___
items to do
Next Priority Action
What is the single most important brand item to tackle next?
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