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A brand assets library is the maintained, approved location for a company’s logos, color specifications, typefaces, imagery, templates, videos, and the rules governing their use. To find the right files, start at the brand owner’s current official page or portal, verify that the asset is approved for your intended audience and purpose, then record the version, permissions, and source. Contents and access differ by organization; there is no universal library format or license.
What a brand assets library contains
Official examples show a recurring set of materials, but no organization is required to publish all of them or make them public.
| Asset or guidance | What to look for | Why it matters |
|---|---|---|
| Logos | Primary, alternate, inverted, monochrome, wordmark, symbol, and approved file formats | Different backgrounds, sizes, and channels need different treatments. |
| Color specifications | Named colors with reusable values such as HEX, RGB, CMYK, or spot-color references when supplied | Designers and developers can reproduce the intended color instead of sampling a screenshot. |
| Typography | Typeface names, weights, usage roles, and where a license or download is obtained | A font that looks right may still be restricted or require a paid license. |
| Icons and imagery | Icon sets, photography, illustrations, and image-use terms | Visual consistency and rights depend on using approved files under the stated terms. |
| Templates and collateral | Presentation, partnership, social, print, or campaign templates | Templates reduce accidental changes to protected elements. |
| Video and audio | Press footage, product clips, animations, and permitted audiences or channels | Media may be limited to press, partners, editorial use, or another defined audience. |
| Brand book or usage rules | Clear-space, contrast, placement, prohibited alterations, and approval contacts | The file alone does not tell you how the owner expects it to be used. |
Ankr’s asset hub, for example, groups logos, fonts, brand colors, partnership templates, and videos. Scaleflex’s portal example combines a complete kit with individual downloads, color tokens, collateral, videos, icons, and images. Western Digital separates approved corporate and brand logos from press-use B-roll, while Brave publishes logos, official colors, and typography guidance together. These are examples, not a universal checklist.
Where to find the approved files
- Search the owner’s domain. Try the brand name plus “brand assets,” “press kit,” “media kit,” “trademark,” or “brand guidelines.” Prefer a page operated by the brand owner rather than an image repository or search-result thumbnail.
- Check for a portal sign-in. Some organizations expose a public download page; others restrict complete kits to employees, agencies, or licensed partners. Automattic, for instance, describes materials and resources for Automattic and licensed partners while setting separate terms for editorial images, audio, and video.
- Read the usage page before downloading. Record whether the permission covers your organization, campaign, geography, medium, and audience. A download button is not proof that every use is authorized.
- Download the original file and its guidance together. Keep the brand book, readme, license notice, and contact information beside the asset so a later user sees the conditions.
- Confirm that the page is current. Brand portals and files can change. Capture the page’s update date if provided and re-check before a major publication.
How to organize a library your team can trust
Use predictable folders and filenames
Separate approved masters from exports. A practical structure is /logos, /colors, /type, /icons, /images, /video, /templates, and /guidelines. Name files with the mark, treatment, background, format, and revision, such as brand-symbol-white-dark-bg.svg or wordmark-fullcolor-light-bg.png. Do not overwrite a master with a resized social image.
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Make variants self-describing
Label full-color, inverted, monotone, horizontal, stacked, symbol-only, and partner-lockup versions. Shopify’s examples distinguish full-color, inverted, and monotone marks. Store intended background and minimum-size notes beside each variant rather than relying on someone to infer them from a preview.
Record reusable color values
Provide the exact values the owner publishes and identify the color space. Include a swatch, a text value, and a name that developers can use in tokens or CSS. Never derive an “official” value by sampling a web image when the owner provides a specification.
Document typefaces and licenses
List the family, allowed weights, role (for example, body or display), and the lawful acquisition source. Ankr identifies Inter as its body font and notes its Open Font License; it describes TT Firs Neue Demibold as premium and directs users to the type foundry for licensing details. Treat those terms as specific to those fonts. Verify the license for the exact family, weight, embedding method, and project.
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Keep rights beside media
For every photograph, audio track, or video, record owner, permitted audience, channels, territory, duration, attribution, and expiry if stated. Western Digital’s B-roll is described for press and media use; that does not automatically authorize advertising or unrestricted redistribution. Automattic likewise separates partner access from permitted editorial use.
Show correct and incorrect use
Add a short do/don’t sheet: preserve proportions, use the supplied color treatment, maintain contrast and clear space, and do not rotate, stretch, recolor with gradients, or place a mark on a busy or low-contrast background when the owner prohibits those changes. Link each rule to the relevant owner guidance.
Logo checks before publication
Minimum size is brand-specific
There is no universal logo size. Shopify’s official guidance gives its Shopping Bag mark a minimum width of 80 pixels or 28 millimeters. That is a Shopify-specific rule, not a safe minimum for another company’s mark. Use the current owner specification for the exact asset and output.
Confirm authorization and affiliation
Shopify states: “Use of our brand assets must be expressly authorized in writing.” Its guidance also says use must not mislead consumers about sponsorship, affiliation, or endorsement and remains subject to its trademark rules. Obtain written approval when the owner requires it, and keep that approval with the project record.
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Test the mark at its final display size on every planned background. Use an inverted or monochrome variant only when the owner supplies or permits it. Do not rebuild a logo from text, combine it with another mark, or create a partner lockup unless the guidelines provide that arrangement.
Fonts: a practical licensing workflow
- Copy the exact family and weight names from the owner’s guide.
- Follow the stated source, foundry, or open-license link rather than downloading an unauthorised copy.
- Check whether the permission covers web embedding, desktop design, apps, broadcast, client work, and redistribution.
- Save the license text, purchase receipt, or open-license notice with the project.
- Tell contractors which files they may install and which may not be redistributed.
A typeface’s presence in a public brand page does not by itself grant you a license. Premium fonts need particular care, and even an open font may have conditions for modification or redistribution.
Managing access, versions, and approvals
Choose a source of truth
Use the owner’s current portal as the authority and your internal library as a controlled mirror only when permitted. Give each item an owner, approval date, revision, status (approved, deprecated, or draft), and replacement link. Restrict editing of masters and expose read-only downloads to most users.
Offer both a complete kit and single-file downloads
Designers often need one SVG quickly, while an agency onboarding needs the complete kit. A portal model such as Scaleflex’s supports both patterns. Include a visible “download all” archive only if its contents and permissions are clear.
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On a schedule appropriate to the brand, verify that links work, licenses remain valid, deprecated marks are removed from active folders, and cached copies are not still used in templates. A screenshot or PDF of the owner page can document what your team saw at approval time, but it does not replace the owner’s live terms.
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Capture a reference of a brand portal yourself
If you need an internal record of the page layout or a review artifact, a browser can do it without downloading protected files.
- Open the brand owner’s official asset or guideline page in a current browser.
- Accept the site’s cookie or consent prompt according to your organization’s policy.
- Wait for lazy-loaded sections, video thumbnails, and downloadable-file lists to finish loading.
- Use the browser print dialog to save a PDF, or use a full-page capture command in your chosen browser automation tool.
- Record the URL, capture date, viewport, and reviewer. Store the reference under the project’s approval record, not as a replacement for the original assets.
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Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Troubleshooting common library problems
| Symptom | Likely cause | Fix |
|---|---|---|
| Only a low-resolution logo is available | You found a preview or press image, not the master | Return to the owner portal and look for SVG, EPS, PDF, or a complete kit; ask the brand contact if access is restricted. |
| Colors differ between teams | Values were sampled from screenshots or converted without documenting the color space | Use the owner’s published tokens and record the color space in the library. |
| A font works locally but fails in production | The license excludes web embedding or the required weight | Re-read the exact license, obtain the permitted web files, or select an authorized fallback. |
| A partner logo looks distorted | A raster image was stretched or the wrong lockup was used | Replace it with the supplied vector or approved lockup and preserve its proportions and clear space. |
| Video cannot be reused in an advertisement | The file is marked for press, editorial, or partner use only | Check the rights note and request expanded permission from the owner. |
| A portal capture is incomplete | Lazy content, a consent layer, authentication, or a delayed network request | Accept consent, sign in with authorized credentials, wait for a selector or network idle, and capture again; never bypass access controls. |
Questions teams commonly ask
Frequently Asked Questions
Should a brand library contain source files or only exports?
Keep approved source masters when the owner permits their distribution, but expose channel-ready exports separately. If source files are restricted, link to the owner portal instead of copying them.
Can I use a logo found in a company’s social-media profile?
Not safely by default. Treat social images as references and obtain the approved download and permission terms from the brand owner’s current official location.
How often should a library be reviewed?
Review before each major campaign and whenever the owner announces a rebrand, trademark change, new typeface, or revised media policy. Set a recurring internal check for quieter brands.
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No. It documents what a page looked like at a moment in time; the live owner guidance and the supplied asset files remain authoritative.
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