If you are planning a website redesign, one of the most practical things you can do before the project begins is to gather your brand assets. Having your logo files, colour codes, and font information ready before the first design meeting saves time and helps the INNOVATECH GROUP design team produce accurate work from the start.
This article explains what brand assets are, which formats the design team typically needs, and what to do if some of your assets are missing or outdated.
What Are Brand Assets?
Brand assets are the visual building blocks that make your business recognisable — your logo, your colours, your fonts, and any guidelines that describe how they should be used together. When a design team builds or redesigns your website, they use these assets to ensure the site looks and feels like your business.
Logo Files
Your logo is the most important brand asset. The design team will typically need it in more than one format, because different formats serve different purposes.
Vector formats (preferred)
Vector files — SVG, AI (Adobe Illustrator), and EPS — store your logo as mathematical shapes rather than pixels. This means they can be scaled to any size without losing quality, from a tiny favicon to a large banner. If you have a vector version of your logo, it is the single most useful file you can provide.
Raster formats (also useful)
Raster files — PNG and JPEG — are made up of pixels. A high-resolution PNG with a transparent background is the most useful raster format for web use, because the logo can be placed on any background colour without a visible white box around it.
A low-resolution image extracted from a Word document, a social media profile picture, or a WhatsApp message is generally not usable for a professional website. These images are too small and will appear blurry when displayed at the sizes a website requires.
What if you do not have a vector file?
If your logo was created by a graphic designer, they should have the original source file — contact them and ask for the vector version. If no source file exists, the INNOVATECH GROUP team can include a logo redraw (vectorisation) as part of the project scope.
Brand Colours
Colours are defined using different code systems depending on where they are used:
- HEX codes (e.g.
#2D6EA4) — the standard format for web design; this is the code the design team will use most often - RGB values — used for screen-based design (digital documents, presentations, email)
- CMYK values — used for print design (business cards, brochures, packaging)
If you know your brand's HEX colour codes, share them with the design team. If you do not have colour codes, that is completely normal — the designer will sample the colours from your existing logo or materials and standardise them as part of the project.
Typography and Fonts
Typography refers to the typefaces (fonts) your business uses in its branding. If your business has a primary typeface and a secondary typeface, share the font names with the design team.
If your fonts are commercially licensed (purchased from a type foundry), the designer may need proof of licensing to use them on the website, or they will recommend open-licence alternatives that are visually similar. If you are not sure what fonts your business uses, the design team will recommend suitable options during the design phase.
Brand Guidelines Document
A brand guidelines document — sometimes called a brand book or style guide — is a document that describes how your logo, colours, fonts, and other visual elements should be used. It might specify minimum logo sizes, spacing rules, colour combinations to avoid, and approved logo variations.
If you have a brand guidelines document, share it with the design team, even if it is informal or just a single page. It gives the designer valuable context about your brand's visual identity. If you do not have one, that is fine — many small businesses operate without a formal brand guide.
What If Your Assets Are Missing or Outdated?
A website redesign is often a natural opportunity to refresh your visual identity. If your logo feels outdated, your colours have evolved over time, or you have never had a formal brand identity defined, the INNOVATECH GROUP team can scope a branding or logo refresh as part of the project.
You do not need to have perfect assets before starting the conversation. The more complete your assets are, the faster the design phase can begin — but missing or incomplete assets will not block the project.
Pre-Project Checklist
Before your first meeting with the design team, try to locate or prepare the following:
- Vector logo file (SVG, AI, or EPS) — or the highest-resolution version you have
- PNG logo with a transparent background — for web use
- HEX colour codes for your primary brand colours — check your existing website, business cards, or any previous design work
- Font names and licence status — commercial or open-licence
- Brand guidelines document — if one exists, in any format
Gathering these assets before the project starts means the design team can focus on building your new site rather than tracking down files. If you are unsure about any of these items, the INNOVATECH GROUP team will guide you through the process during the project onboarding stage.