Digital
Social avatars & covers, email signature, presentation master, website favicon set, OG / share image.
// checklist
Xigen Insights
Digital identity checklist for new brands
Before you spend on ads or a big website rebuild, make sure the fundamentals exist — and that anyone on your team can use them without asking design for every file.
TL;DR
A usable identity is more than a logo. You need a clear mark system, color and type rules, basic guidelines, and a starter pack of digital and print assets. Skip this and every campaign reinvents the brand from scratch.
1. The mark
- Primary logo (full lockup)
- Icon / symbol only (for favicons, app tiles, social avatars)
- Single-color and reverse versions for dark / light backgrounds
- Clear-space and minimum-size rules
2. Color & type
- Primary and secondary palette with HEX / RGB values
- Do / don’t examples (especially for orange-on-black style brands)
- Display and body typefaces — web-safe fallbacks included
- Hierarchy: H1–H3, body, captions, buttons
3. Guidelines people will actually open
Keep the first version short. Cover logo usage, color, type, photography mood, and tone of voice. Enterprise teams can expand later into architecture and partner rules; SMEs need something a junior hire can follow on day one.
4. Launch asset pack
Print / PDF
Letterhead, business card, simple proposal cover, invoice / quote template if you invoice often.
Motion / UI
Optional: simple logo animation, button states, and icon set that match the mark.
File hygiene
Named folders, SVG + PNG + PDF masters, and one “source of truth” link for the whole team.
5. Where Xigen helps
Our Digital Identity work covers the system end-to-end — then we carry it into websites, social, email, and content so the brand doesn’t stop at a PDF.
Want this applied to your brand?
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