# Brand assets to ask the client for

Free checklist from Plain Talk Developers · plaintalk.dev/skills/

Send this the day the project starts, not the week you need it. Chasing brand
assets is the single most common reason a build sits still.

Copy the list below into an email, or hand this file to your agent and let it
ask.

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## Send me these, and I can start

- [ ] **Logo pack.** SVG if it exists. PNG with a transparent background if
      not. Include every variation you have: full logo, stacked, icon or mark
      on its own, and any single-color version.
- [ ] **The brand guide**, if there is one. Any PDF, even an old one, even a
      partial one. This is binding and it is the one part of the design you
      have already approved.
- [ ] **Exact brand colors.** Hex codes if you have them. If not, tell me
      which printed piece or sign is correct and I will pull them from that.
- [ ] **Typefaces.** The names of the fonts, and where they were bought.
- [ ] **Photography.** Originals, not the compressed copies from your phone
      or from social. See the note below, this one decides how good the site
      can look.
- [ ] **Anything you are not allowed to change.** Trademark usage, franchise
      rules, a manufacturer's co-branding requirements.

## Ask these out loud, because the answers are never in a file

- [ ] Is there a tagline, and is it fixed or flexible?
- [ ] Any color, layout or treatment that is explicitly forbidden? Most real
      brand guides have a prohibitions page and it is the most useful page.
- [ ] Who signs off on design? Name the person, not the company.
- [ ] Is there an existing site, and does anything on it have to survive?

## The two that quietly sink projects

**Photography.** Ask for originals. A site built on photos exported from
Instagram has a ceiling no amount of design clears. If there are no usable
photos, say so in week one and decide together: a shoot, stock, or a design
that leans on type and color instead. Deciding that in week five is what
delays a launch.

**Font licensing.** If a typeface is named, confirm the license covers **web
embedding** before you ship it. A desktop license usually does not. This is a
real legal exposure and it is the client's exposure, so raise it early and in
writing.

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## When you have enough to start

You do not need all of it. You need:

- [ ] A logo you can place on both light and dark
- [ ] One color you are confident is correct
- [ ] A decision on photography, even if the decision is "we have none"

Everything else can arrive while you work. These three cannot.

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**Still guessing at the rest of the design?** The Design System Without Figma
skill turns a logo pack and one color into a complete, buildable design
system, with the eight decisions that make a design look chosen rather than
templated.

plaintalk.dev/skills/