The Brand Asset Checklist: Everything to Request from Clients Before Starting a Project

Why Brand Asset Collection Is the Biggest Cause of Project Delays

Ask any web designer or digital agency what causes projects to run late, and "waiting for assets from the client" will be in the top three answers without fail.

Brand assets are rarely missing because clients are difficult. They are missing because clients do not know what formats are needed, cannot find the original files, or do not know who has them. A logo designed five years ago by a freelancer who is no longer in contact. A brand guide that exists as a printed document and has never been digitised. Font licences that were purchased for one project and never renewed.

A structured brand asset request -- delivered at the right time, with clear explanations of what is needed and why -- prevents most of these problems before they affect your timeline. Brand asset collection is Stage 4 of the complete client onboarding checklist -- the earlier you request files, the less impact missing assets have on your start date.

When to Request Brand Assets

Request brand assets at the same time as the discovery questionnaire, immediately after the contract is signed. Do not wait until you need them. By the time your designer is ready to open a new file, you want every asset already in your shared folder, reviewed, and confirmed.

If critical assets are missing at the point of discovery, you have time to address it: commission new assets, request originals from the client's previous agency, or agree that asset creation is additional scope.

The Complete Brand Asset Checklist

Logo Files

Logo files are the most commonly requested and most commonly misunderstood asset. Clients frequently supply low-resolution PNGs embedded in Word documents, or screenshots of their logo from their own website. Neither is usable.

What to request:

SVG (Scalable Vector Graphic) -- preferred for web use; scales to any size without quality loss
EPS or AI file -- original vector file from the designer; essential for print and large-format use
PNG with transparent background -- for digital use where a solid background is not desired
PNG with white background -- for contexts where transparency causes issues
PDF version -- often the most accessible format from a client's records

Variants to request:

Full colour version on light background
Full colour version on dark/reversed background
Monochrome or single-colour version
Icon or mark only (without wordmark, if the brand has a separate symbol)
Horizontal and stacked layouts (if both exist)

Common problem: Client only has a JPEG logo saved from their website. Resolution is typically 72dpi at small dimensions -- unusable for print and often poor quality even for digital. Ask the client to contact their original designer for the source file, or budget for logo recreation.

Brand Guidelines

Brand guidelines (also called a brand book, style guide, or brand manual) document the rules for using brand assets correctly.

What a brand guidelines document typically covers:

Logo usage rules (clear space, minimum size, prohibited uses)
Colour palette with exact specifications
Typography rules (typefaces, weights, sizes, line spacing)
Imagery style (photography tone, illustration style)
Tone of voice and messaging principles
Examples of correct and incorrect brand application

If no formal guidelines exist: Ask the client for examples of existing materials they are happy with (website, business cards, social media posts, printed leaflets). These act as a de facto reference for their brand style.

Colour Palette

Exact colour specifications prevent the common problem of slightly wrong brand colours -- a blue that looks right on screen but prints differently, or a green that varies across different materials.

Request colour specifications in all relevant formats:

Hex codes -- for web and digital use (e.g., #1A2B3C)
RGB values -- for screen-based work (e.g., R:26 G:43 B:60)
CMYK values -- for print work (e.g., C:57 M:28 Y:0 K:76)
Pantone (PMS) codes -- for brand-critical print jobs where colour accuracy is essential

Note on primary and secondary colours: Most brands have a primary palette (two to four core colours) and an extended palette (supporting tones, neutrals, shades). Request both.

Typography

Font mismatches are subtle but undermine brand consistency. Request complete typography information, including licences.

What to collect:

Names of all typefaces in use (e.g., Inter, Gill Sans, Playfair Display)
Weights used (Light, Regular, Medium, SemiBold, Bold, ExtraBold)
Which fonts are used for headings, body text, captions, and UI elements
Where the fonts were sourced (Google Fonts, Adobe Fonts, a type foundry, a bespoke typeface)
Confirmation that the client has a licence for web use if the font is not free

Web font considerations: Fonts purchased for print use often require a separate web font licence. This is a common oversight. If the client is using a licensed typeface that requires a web font licence, this needs to be obtained before the site launches.

If the brand uses a custom or proprietary typeface: Request the font files directly. Do not assume they are available via Google Fonts or Adobe Fonts.

Photography and Image Library

Photography sets the visual tone of a website more than any other element except perhaps the layout itself. Poor photography undermines good design.

Request:

High-resolution photographs in JPG or TIFF format (minimum 2000px on the longest edge)
Image library or photo bank if the client has an existing collection
Release confirmations for any photographs featuring people (model releases) or recognisable private property
Indication of whether a photo shoot is needed or planned

Stock photography: If the client has existing stock photos, request the licence details or order numbers so usage rights can be confirmed. Stock photos cannot be transferred between accounts or licences.

Icons and Illustrations

If the brand uses a consistent set of icons or illustrations, collect them before design begins.

Request:

Icon sets in SVG format (for web use with consistent sizing and styling)
Illustration files in their original format (AI, SVG, or Figma)
Any brand mascots or character assets
Licence confirmation for licensed icon sets

Existing Marketing Materials

Existing materials provide context that brand guidelines alone do not capture -- they show how the brand actually looks in the real world.

Useful reference materials:

Previous website screenshots or archive
Brochures and leaflets (scanned PDF or original file)
Business card designs
Presentation templates (PowerPoint or Keynote)
Email marketing templates
Social media profile images and cover images

These are not always needed for every project, but they are helpful for establishing continuity and identifying any inconsistencies in how the brand has been applied.

Legal and Registered Mark Files

For brands with trademarks or registered marks:

Registered trademark certificate (for reference)
Trademark symbol usage guidelines (® versus ™)
Confirmation of what the trademark covers (logo, name, or both)

How to Request Brand Assets Without Confusing Your Clients

The above list is comprehensive -- and comprehensive means potentially overwhelming to a client who has never worked with an agency before.

Best practices for asset collection:

Use a structured portal step rather than a long email. A client onboarding portal that presents asset upload as a named step with brief explanations reduces confusion significantly.
Explain why each asset is needed. "We need your logo in SVG format because it needs to scale from small menu icons to full-screen hero banners without losing quality" is more effective than a list of file extensions.
Accept what exists, document what is missing. Do not hold up the project for a perfect brand asset set. Collect what the client has, flag what is absent, and agree on how to address gaps (recreation, sourcing originals, or adapting existing assets).
Set a deadline. Open-ended requests produce indefinite delays. "Please upload your brand assets by [date] so we can begin design as planned" creates a clear expectation.

Frequently Asked Questions

What if a client does not have a logo in vector format? This is extremely common. Options include: contacting the client's original designer to request the source file, using an auto-trace tool to recreate a simple logo in vector format, or recommending a logo redesign as part of the project scope. Recreating or redesigning a logo should be quoted and agreed as additional work.

How should brand assets be stored after collection? Store them in a version-controlled location accessible to all team members on the project -- not in personal email inboxes or individual desktop folders. A dedicated client storage location (cloud folder, project management attachment, or dedicated client portal storage) ensures assets are findable for the life of the project.

Should I return brand assets to the client when the project ends? Yes. Confirm to the client where their assets are stored, provide copies of any assets created during the project, and confirm the agency's data retention policy. Under UK GDPR, retaining client files longer than necessary without a lawful basis is non-compliant.