Why Brand Assets Matter in Production
Your logo, colors, and typography will appear in your video — in lower thirds, end cards, title sequences, and motion graphics. If the production team does not have the right files, they have to approximate. Approximation means your video does not look like the rest of your brand.
Gathering assets before the project kicks off is not a formality. It is the difference between a video that looks like it belongs to your organization and one that almost does.
Logo Files
- Primary logo — vector format preferred (AI, EPS, SVG). PNG with transparent background as a backup
- Full-color version on a dark background
- Full-color version on a light background
- White or reversed version for use on dark backgrounds
- Horizontal and stacked versions if both exist
- Icon or mark only, if your brand uses one separately
Colors and Typography
- Primary brand colors as HEX codes (for screen use)
- Secondary and accent colors
- Primary typeface name and weight — so we can match or complement it in graphics
- Secondary typeface if used
- Any specific restrictions on how colors or fonts can be combined
Brand Guidelines and Style
- Brand guidelines document if one exists — even a basic one is helpful
- Examples of approved materials: website, brochures, decks, social graphics
- Tone and language notes — formal, casual, technical, conversational?
- Any imagery or visual styles that are explicitly off-brand or off-limits
- Competitors or adjacent brands that you want to clearly differentiate from
Additional Assets
- Any existing video footage or photography you want incorporated
- Music or sound direction — if you have a reference track or style preference
- Social media handles for end-card credits if needed
- Website URL for on-screen display
- Any third-party logos (partners, certifications, affiliations) that need to appear
Create a Single Shared Folder
Put everything in a single shared Google Drive, Dropbox, or WeTransfer folder and share the link with your production team before the kickoff call. Sending assets piecemeal over email across multiple threads is one of the most reliable ways to slow a project down.