At Pics.io, we are lucky to support dozens of creative teams, offering digital asset management solutions. When we chat with designers, marketing managers, or videographers, we hear a lot about the issues teams face (drowning in multiple revisions, running out of storage, finding the right version of the logo, etc.) when creating corporate designs.

在Pics.io，我們很幸運能夠支持數十個創意團隊，提供數字資產管理解決方案。 當我們與設計師，市場經理或攝像師聊天時，我們會聽到很多有關團隊在創建公司設計時面臨的問題(涉及多個版本，耗盡存儲空間，查找正確版本的徽標等)。

Since we understand the importance of getting branding right, in this post, we decided to share creative tips with fellow designers and marketing managers on:

由于我們了解正確建立品牌的重要性，因此在本文中，我們決定與以下設計師和營銷經理分享創意提示：

• What is the brand kit?
  什么是品牌套件？
• How is it different from brand guidelines?
  與品牌指南有何不同？
• Why is it important for a company’s brand identity?
  為什么對公司的品牌形象很重要？
• What are the essential elements you have to include in it?
  您必須包括哪些基本元素？

什么是品牌套件？ (What is a Brand Kit?)

The brand kit is a resource pack that determines what design elements differentiate your company from others. It includes the following elements:

品牌工具包是一個資源包，它確定哪些設計元素使您的公司與其他公司區分開。 它包括以下元素：

• All versions of the logo
  徽標的所有版本
• Logo placement on social media
  徽標在社交媒體上的位置
• Brand fonts
  品牌字體

And sometimes:

而有時：

• Font sizes and typography. (Base fonts).
  字體大小和版式。 (基本字體)。
• The brand’s color palette.
  品牌的調色板。
• Graphic and illustrative elements.
  圖形和說明性元素。
• Packshot elements.
  Packshot元素。
• Sound cues used for advertising.
  用于廣告的聲音提示。

Having a brand kit is convenient — you can use it both within the company and share it with external parties, such as press or partners. Some companies even distribute brand kits publicly, as these lay out the brand’s identity and can help attract more customers. Using the brand kit you can be sure that every teammate and every external partner is on the same page concerning the visual elements of your brand and where to find them.

擁有品牌工具包非常方便-您可以在公司內部使用它，也可以與媒體或合作伙伴等外部各方共享。 一些公司甚至公開分發品牌工具包，因為它們展示了品牌的身份并可以幫助吸引更多的客戶。 使用品牌工具包，您可以確保每個隊友和每個外部合作伙伴都在同一頁面上，以了解品牌的視覺元素以及在何處找到它們。

我們所知道的品牌工具包：我們如何到達那里 (Brand Kits as We Know Them: How We Got There)

In 2020, sharing your logo, typography, and other visual elements doesn’t seem that out of the ordinary. However, the journey that got us from paper-based booklets to PDFs and open-source brand kits was long and full of milestones.

在2020年，共享徽標，版式和其他視覺元素似乎并不尋常。 但是，從紙質手冊到PDF和開源品牌工具包的旅程漫長而充滿里程碑。

• Paper-based brand kits became more common in the 20th century. These were huge — with 50+ pages and describe the philosophy of the brand and the reasoning behind its visual identity in huge detail. First brand books were rare even among top companies — small business owners wouldn’t be able to afford printing one.

  紙質品牌工具包在20世紀變得越來越普遍。 這些內容非常龐大-超過50頁，詳細描述了品牌的理念以及其視覺識別背后的原因。 一線品牌的書籍即使在頂級公司中也很少見-小企業主將無力負擔印刷一本書的費用。

• PDF-based kits were the next milestone we reached when the Internet became a thing. Some companies still use them — but are these inconvenient! Developers and marketers could easily lose track of a single PDF file, designers, on the other hand, struggled to update it after new logo revisions.

  基于PDF的工具包是互聯網成為事物時我們邁出的下一個里程碑。 一些公司仍在使用它們-但是不方便！ 開發人員和營銷人員可能很容易丟失單個PDF文件，而另一方面，設計人員在修改了新徽標后就難以對其進行更新。

• Publicly available brand kits. In the world of corporate design, publicly available visual assets are a definition of best practices. Now companies no longer think of logos and other identity elements as something confidential — instead, they are sharing them openly to make sure designers, developers, marketing managers, and partners can easily find a needed visual online. Top-notch brands like Toyota, Google, Facebook, Instagram, and many others make it easy to access brand assets — SME owners should, too!

  公開可用的品牌套件 。 在公司設計領域，公開可用的視覺資產是最佳實踐的定義。 現在，公司不再將徽標和其他標識元素視為機密信息，而是公開共享它們，以確保設計師，開發人員，市場經理和合作伙伴可以輕松地在網上找到所需的視覺效果。 豐田，谷歌，Facebook，Instagram和其他許多一流品牌使訪問品牌資產變得容易-中小企業所有者也應該如此！

為什么品牌套件很重要？ (Why Brand Kits Are Important?)

Designing a brand kit might seem like a lot of unnecessary hassle. However, it is one of your company’s key reference documents, something you and your partners will be relying on for years to come. It is no coincidence that all top brands have fleshed-out visual identity kits — here’s why these are important:

設計品牌工具包似乎有很多不必要的麻煩。 但是，它是貴公司的關鍵參考文件之一，您和您的合作伙伴將在未來幾年中依賴它。 所有頂級品牌都擁有充實的視覺識別套件并非偶然，這就是為什么它們如此重要的原因：

• They promote consistency. Having a clear corporate color palette, typography, and logo placement all increase the memorability of your marketing materials. With these branded elements, a website visitor or a customer will be able to tell the company apart from others in a glance.

  它們促進一致性 。 擁有清晰的公司調色板，版式和徽標位置都可以提高營銷材料的記憶力。 有了這些品牌元素，網站訪問者或客戶便可以一目了然地告訴公司。

• They make you ask yourself the right questions. When creating a brand kit, you will face topics like “Why did we choose this color?”, “What does this font mean to the company?”. Answering these questions helps business owners work out their positioning and set of values, improving the effectiveness of your marketing activities.

  他們使您問自己正確的問題 。 在創建品牌工具包時，您將遇到諸如“我們為什么選擇這種顏色？”，“此字體對公司意味著什么？”之類的主題。 回答這些問題有助于企業主確定自己的定位和價值觀念，從而提高營銷活動的效率。

• They save time. At Pics.io, we are all about efficiency — that’s why we can’t help but notice the difference a brand kit makes in improving your creative team’s work. Without one, it’s harder for designers to decide on the right color palette for marketing materials, logo placement, or a packshot for a video. By creating a set of standards for creators to follow, you will have to answer fewer questions and will work more productively.

  他們節省時間 。 在Pics.io，我們全都著眼于效率-這就是為什么我們不禁會注意到品牌工具包在改善創意團隊工作方面所發揮的作用。 沒有一個，設計人員就很難為營銷材料，徽標位置或視頻包裝選擇正確的調色板。 通過創建一套供創作者遵循的標準，您將需要回答的問題更少，工作效率更高。

• They tell you apart from a fake. As the company becomes more popular, the risks of somebody wanting to use your name for something shady get higher. However, as long as you have a branding kit, it will be easier to differentiate a fake letter or business card from the real one. Thus, as long as all of the company’s designs are documented, calling pretenders out will be a piece of cake.

  他們告訴你除了假貨 。 隨著公司變得越來越受歡迎，某人想要使用您的名字來遮蓋某些東西的風險越來越高。 但是，只要您擁有品牌工具，就可以更容易地將偽造的信件或名片與真實的信件或名片區分開。 因此，只要公司的所有設計都記錄在案，召集假裝將是小菜一碟。

品牌工具包與品牌指南：差異 (Brand Kit vs Brand Guidelines: The Difference)

Since brand kit and brand guidelines are similarly-sounding concepts, it’s easy to confuse them. Keep in mind that there is a difference between the two, however subtle it may be.

由于品牌工具包和品牌準則是相近的概念，因此很容易混淆它們。 請記住，兩者之間可能會有細微的差別。

The fundamental difference between the brand kit and brand guidelines is that the brand kit speaks more for the set of visual elements of your brand, while brand guidelines are a set of standards for how your brand should communicate itself. To make it simple, a brand kit is simply a set of ready-to-use design elements. Guidelines and brand books present a detailed description of your brand. It’s worth noting that, typically, a brand kit is a part of the company’s brand guidelines deck.

品牌工具包與品牌指南之間的根本區別在于，品牌工具包更多地代表了品牌的視覺元素，而品牌指南則是品牌如何進行自我溝通的一組標準。 為簡單起見，品牌工具包只是一組現成的設計元素。 指南和品牌書籍詳細介紹了您的品牌。 值得注意的是，通常，品牌工具包是公司品牌指南中的一部分。

Let’s take a look at the several other distinctions between brand kits and brand guidelines.

讓我們看看品牌工具包和品牌準則之間的其他幾個區別。

品牌剖析 (Anatomy of a Brand)

Now that you understand why the brand kit is important for businesses, let’s take a look at what elements you should add to your brand.

既然您已經了解了品牌工具包為什么對企業很重要，那么讓我們看一下您應該在品牌中添加哪些元素。

There are no set-in-stone brand kit components — some companies have more than others depending on the range of their marketing activities. Besides, the brand kit is in most cases the part of brand guidelines, as a result when any member of the company or external partner uses its elements, he/she has to follow certain guidelines. Below we describe several popular elements of the brand kit, as well as brief guidelines on how to apply them in marketing activities

沒有固定的品牌工具包組件，有些公司的營銷活動范圍要比其他公司多。 此外，在大多數情況下，品牌工具包是品牌準則的一部分，因此，當公司或外部合作伙伴的任何成員使用其元素時，他/她必須遵循某些準則。 以下我們描述了品牌工具包的一些流行元素，以及在營銷活動中如何應用這些元素的簡要指南

1.主要徽標和所有可能的變化 (1. Main logo and all possible variations)

The logo is the most important part of a brand’s visual identity. Attaching a memorable image to the company’s website, marketing materials, and products helps prospective customers remember the brand and differentiate it from competitors.

徽標是品牌視覺識別中最重要的部分。 在公司的網站，營銷材料和產品上附加一個令人難忘的形象，可以幫助潛在客戶記住該品牌并將其與競爭對手區分開。

Since there are different logo placement types (as a favicon, a watermark, an element of website design, etc.) brands rarely have a single logo for all marketing purposes. Some, like LinkedIn, have multiple design variations in different languages and dimensions.

由于存在不同的徽標放置類型(例如收藏夾，水印，網站設計的元素等)，因此品牌很少會為所有營銷目的使用單個徽標。 某些應用程序(例如LinkedIn)在不同的語言和尺寸上具有多種設計變體。

Here are the details about the company’s logo you should add to the brand kit:

以下是應添加到品牌工具包中的公司徽標的詳細信息：

• Logo colors plus CMYK & RGB tags. You can add alternative palettes as well (LinkedIn, for instance, has black and white logos, other than the main design). The typical brand kits include colored versions of the logo and black&white versions.
  徽標顏色以及CMYK和RGB標簽。 您還可以添加其他調色板(例如，LinkedIn除了主要設計外，還具有黑白徽標)。 典型的品牌工具包包括徽標的彩色版本和黑白版本。
• Logo variations for different placements (specify which design fits which type of materials) — in most cases brand kits include vertical and horizontal versions of the logo.
  不同位置的徽標變化(指定哪種設計適合哪種類型的材料)-在大多數情況下，品牌工具包都包含徽標的垂直和水平版本。
• Download links to high-resolution logo versions in different formats (PNG (for web), TIFF (for printing). vector SVG (for web), and EPS (for printing).
  下載指向不同格式的高分辨率徽標版本的鏈接(PNG(用于Web)，TIFF(用于打印)，矢量SVG(用于Web)和EPS(用于打印)。
• Scaling and clear space requirements — the size of the logo in marketing and printed materials and the spacing between the design and the main content of marketing materials.
  縮放和清晰的空間要求-營銷和印刷材料中徽標的大小以及設計與營銷材料主要內容之間的間距。
• Trademarking specifications (if any).
  商標規格(如果有)。

2.品牌調色板 (2. Branded color palette)

The background colors or font colors of your marketing materials shouldn’t be random — make sure a user can easily associate them with the brand. Once you choose the palette that sets your company apart from others, include these colors to the brand kit.

市場營銷資料的背景顏色或字體顏色不應是隨機的-確保用戶可以輕松地將其與品牌相關聯。 一旦選擇了使您的公司與眾不同的調色板，就將這些顏色添加到品牌工具包中。

Take a look at how Adobe lists all colors the company uses for marketing and advertising. To make sure your brand kit is just as convenient for designers, add the following about the company’s corporate color palette:Color names, CMYK and RGB tags

看一下Adobe如何列出公司用于營銷和廣告的所有顏色。 為了確保您的品牌工具包對設計人員同樣方便，請添加有關公司公司調色板的以下信息：顏色名稱，CMYK和RGB標簽

• Specifications which colors can be used as background.
  可以將哪些顏色用作背景的規范。
• Example of the uses of corporate colors in promotional materials.
  在宣傳材料中使用公司色彩的示例。

Making sure the colors read the same across media is key to having the brand kit appear cohesive. After you have established a primary color palette you can also include the secondary palette. The secondary palette is what compliments and supports your primary brand palette. It provides a set of colors that can be easily paired with your brand’s palette. Depending on the look and feel of the brand you’re trying to achieve, you can combine different colors and choose the combination perfect for the overall distinction of your brand.

確保顏色在各種介質上讀取相同，這是使品牌工具包看起來具有凝聚力的關鍵。 建立主要調色板后，您還可以包括次要調色板。 次要調色板是對您主要品牌調色板的補充和支持。 它提供了一組可以輕松與您品牌的調色板配對的顏色。 根據您要實現的品牌的外觀和感覺，您可以組合不同的顏色，并為您的品牌的整體差異選擇完美的組合。

3.版式 (3. Typography)

Other than sharing images, your marketing materials contain at least a few paragraphs of copy. Rather than settling for a standard font like Georgia, make typography a part of the brand’s visual identity.

除共享圖像外，您的營銷材料還包含至少幾段副本。 字體排版不是品牌像佐治亞州的標準字體，而是品牌視覺標識的一部分。

Add all fonts and styles to the brand kit so that designers know how to style and format copy. Take a look at the way Cisco lays out the brand’s chief typography styles.

將所有字體和樣式添加到品牌工具包中，以便設計師知道如何設置樣式和格式。 看看思科布置該品牌主要字體樣式的方式。

To make sure you don’t miss a thing when explaining the brand’s typography, here’s a structure for this part of the brand kit:

為確保您在解釋品牌的版式時不會錯過任何內容，下面是品牌工具包這一部分的結構：

• All font variations (bold, light, regular).
  所有字體變體(粗體，淺色，常規)。
• Link to the font pack.
  鏈接到字體包。
• Cyrillic and Latin typography versions, the fonts for digits, and special characters.
  西里爾字母和拉丁字體版本，數字字體和特殊字符。
• Font size and color.
  字體大小和顏色。

4.圖形和插圖元素 (4. Graphic and Illustrative Elements)

In this section of the kit, you can include information about the type and style of images associated with the brand. If certain kinds of photos are preferred, include that information here. You can also include a grid of examples of the kinds of photos to include. You can also include styles of illustrations or artwork as well. If the brand has a hand-drawn feel, include how the illustrations paired with the logo should also have a hand-drawn feel, for instance.

在工具包的此部分中，您可以包括有關與品牌相關的圖像類型和樣式的信息。 如果需要某些類型的照片，請在此處包括該信息。 您還可以包含要包含的照片種類的示例網格。 您還可以包括插圖或藝術品的樣式。 如果品牌有手繪的感覺，請舉例說明與徽標配對的插圖也應具有手繪的感覺。

靈感來自前三的品牌套件 (Top 3 Brand Kits to Take Inspiration From)

When designing a brand kit, it’s helpful to draw inspiration from the way large-scale companies are guiding designers, partners, and press. To make sure you are never out of creative ideas, take a look at these brand kit examples:

在設計品牌工具包時，從大型公司指導設計師，合作伙伴和媒體的方式中汲取靈感很有幫助。 為確保您永遠不會失去創意，請查看以下品牌工具包示例：

1. 中 (1. Medium)

The platform explains its identity in a concise blog post that takes about three minutes to read back-to-back. Here, you can find the rules on logo usage, as well as the corporate color palette. The post covers the dos and the don’ts of featuring the brand’s visual elements online and is very comprehensive.

該平臺在一篇簡潔的博客文章中解釋其身份，該文章大約需要三分鐘才能連續閱讀。 在這里，您可以找到徽標使用規則以及公司調色板。 這篇文章涵蓋了在網上展示品牌視覺元素的作用和不應該，并且內容非常全面。

2. Netflix (2. Netflix)

The world’s leading streaming platform shares its brand kit publicly as well. Here, designers can get pointers on how to use corporate symbols and logos in their work. Other than that, you can download and explore the brand’s high-resolution assets.

全球領先的流媒體平臺也公開共享其品牌工具包。 在這里，設計師可以獲取有關如何在工作中使用公司符號和徽標的指導。 除此之外，您還可以下載和探索品牌的高分辨率資產。

3. 松弛 (3. Slack)

The Slack brand kit is one of the good examples of the simple and clear visual elements pack. Whether you are a manager or a designer, this one is definitely worth checking out. You’ll find out their logos, fonts, icons, images, and other visual elements.

Slack品牌工具包是簡單清晰的視覺元素包的很好的例子之一。 無論您是經理還是設計師，這絕對值得一試。 您會發現它們的徽標，字體，圖標，圖像和其他視覺元素。

您應該在哪里存放品牌工具包？ (Where Should You Store Brand Kits?)

Creating a brand kit is not easy — there are dozens of elements to keep track of. That’s why business owners and marketing teams need a way to organize their visual assets comfortably.

創建品牌工具包并非易事-要跟蹤許多要素。 這就是為什么企業主和營銷團隊需要一種舒適地組織視覺資產的方法。

At Pics.io, we noticed that using digital asset management makes the world of difference when working on brand kits. Here’s how our photo and video management platform helps teams keep track of brand kit elements:

在Pics.io，我們注意到使用數字資產管理在制作品牌工具包方面與眾不同。 這是我們的照片和視頻管理平臺如何幫助團隊跟蹤品牌工具包元素的方法：

• Centralized hub. The main advantage of DAM is that it provides a centralized hub where all teammates can easily find up-to-date branding materials (logos, typography…).

  集中式集線器 。 DAM的主要優點是，它提供了一個集中式的中心，所有隊友都可以在其中輕松地找到最新的品牌資料(徽標，字體等)。

• Intelligent tagging — if you don’t remember file names, find photos based on what’s in the fame.

  智能標記 -如果您不記得文件名，請根據成名信息查找照片。

• Custom websites — share brand kit elements with teammates, partners, and press in just a few clicks.

  自定義網站 -與隊友，合作伙伴共享品牌工具包元素，然后單擊幾下。

• Collaboration-friendly platform — approve of logos, images, and other assets in teams.

  易于協作的平臺 -批準團隊中的徽標，圖像和其他資產。

• Version control — track and approve revisions of your designs.

  版本控制 -跟蹤和批準設計的修訂。

• Auto backup — you will not have to worry about your teammate accidentally deleting a file.

  自動備份 -您無需擔心隊友意外刪除文件。

Finding a new home for your visual assets and brand kit materials has never been easier. Just incorporate the digital asset management solution into your workflow.

為您的視覺資產和品牌工具包材料尋找新家從未如此簡單。 只需將數字資產管理解決方案納入您的工作流程即可。

Although branding kits are an extremely important document for business owners and marketing teams, a lot of creators still ignore them. Since offering designers, marketers, partners, and presses your company’s design elements will cut feedback loops and improve brand awareness, take your time to create a detailed identity kit. Granted, it takes a lot of effort — yet, at the end of the day, the pain is worth the gain!

盡管品牌工具包對于企業主和營銷團隊而言是極其重要的文檔，但許多創建者仍然忽略它們。 由于為設計師，營銷人員，合作伙伴和媒體提供了您公司的設計元素，因此可以減少反饋循環并提高品牌知名度，因此，請花一些時間來創建詳細的標識套件。 當然，這需要付出很多努力-但是，歸根結底，痛苦是值得的！