Organizing your brand assets
How to keep your logos, fonts, images, and brand files organized and easy for your whole team to find and use.
- Difficulty
- Beginner
Brand assets are the files that define how your business looks: your logo, your fonts, your color palette, photography, and any other visual elements. These files get used constantly — on your website, in presentations, in print materials, in social media posts.
If they're disorganized, people use the wrong version of the logo, use the wrong fonts, or waste time hunting for files. A simple, shared folder structure fixes all of this.
Quick summary
Keep all brand assets in one shared cloud folder, organized by type. Include a simple README or index file listing your brand colors, fonts, and which logo version to use when. Share this folder with your team and with us.
What counts as a brand asset
Brand assets include:
- Logo files — multiple formats and versions (see below)
- Brand colors — hex codes and RGB values
- Typography — font files or a note of which fonts you use
- Photography — brand photography, team photos, product images
- Icons and graphics — any recurring visual elements
- Templates — presentation templates, document letterheads, social media post templates
- Brand guidelines — a document describing how to use the above correctly
Where to keep them
Keep brand assets in a cloud storage folder that your team can access. Good options:
- Google Drive — simple for most small teams: you can upload, edit and share files from any device
- Dropbox — keeps the same files in sync across your computer, your phone and the web
- OneDrive — good choice if your team uses Microsoft 365, which includes it
The key requirement: it must be accessible to everyone who needs it, and it must be one place — not scattered across email attachments, personal computers, and old drives.
Share the folder with support@chykalophia.com (or the address your project lead gives you) so we always have access to the latest assets when we need them.
A simple folder structure
What logo files you should have
Your logo should exist in several versions:
| Version | When to use |
|---|---|
| Primary (color, on white) | Default — most uses |
| Reversed (white or light, on dark background) | Dark backgrounds |
| Icon / mark only | Social media avatars, favicons, small spaces |
| Horizontal / stacked variants | Depends on design |
Each version should be saved as SVG (for digital use at any size) and PNG (for tools that don't accept SVG). Keep the original source file too (usually an Adobe Illustrator .ai file, or a Figma file, which can be saved as a local copy in .fig format).
If you only received your logo as a JPG, ask your designer for the SVG and PNG versions. See Image formats explained for why this matters.
Recording your brand colors and fonts
Create a simple document (even a plain Google Doc is fine) that records:
- Brand colors: hex code, RGB, and CMYK for each color
- Primary font: name, where it comes from (Google Fonts? Adobe Fonts? Custom?), which weights you use
- Secondary font: same details
- Body text size and style: if specified in your guidelines
This document saves enormous time for anyone working on your brand — they don't have to guess.
Common questions
Do I need a full brand guidelines document?
Not necessarily — but you need at least a note of your colors and fonts. A full guidelines document is valuable if you work with multiple designers, freelancers, or marketing staff. For a smaller operation, even a one-page summary is better than nothing.
How should I name my logo files?
Use clear, descriptive names: acme-logo-primary-color.svg, not LOGO FINAL v3 USE THIS ONE.png. Include the brand name, the version (primary, reversed, icon-only), and the color variant. This makes files easy to find and prevents the wrong version from being used.
What if my logo was created years ago and I only have a JPG?
A JPG logo is a significant limitation. It can look blurry on high-resolution screens, can't be enlarged without losing quality, and can't have a transparent background. Contact us — we can help you get the original source file from your original designer, or recreate the logo in vector format.
Related guides
- Image formats explained
- Image basics for your website
- Finding your brand voice
- Using your own photos well
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