Social Media

Your brand kit checklist for social media

If you’re a brand that’s trying to build a strong online presence, you must make the most of this powerful tool

Building a brand in 2020 is as much about online assets as it is about offline collaterals. We’d argue online assets outweigh offline material in a post covid-19 world, especially if you have an online product or if your primary channel for growth is a website or social media platform. What does this mean for your branding checklist and how can you plan it in a way that makes all your social media work a whole lot easier and impactful? Look no further...

In this brand kit checklist for social media, we’ll cover the following guidelines with examples:

  1. What makes a logo perfect for social media channels
  2. Why your brand social media kit must include colour schemes and font combinations

Our aim is to give you a brand checklist for social media success. So let’s get going!

What makes a logo perfect for social media channels?

Logos come in several shapes and sizes. And while your broader brand kit must absolutely capture your brand’s personality in unique ways, you will always need a logo that works on social media as your business’s profile pic and other placements.

  • Instagram profile pics for business profiles work best with square images, preferably 180 x 180px
  • YouTube channel icons work best with square images as well but need a higher resolution for optimal quality across devices, preferably 800 x 800px
  • Pinterest business accounts require a higher resolution image to ensure great quality (also prioritise .png images here), preferably 600 x 600px
  • Twitter profile pics are a visual break from the text-heavy platform and must have a slick icon logo for maximum attention, preferably 400 x 400px
  • LinkedIn business accounts require profile pics suitable for cross-device use as well, preferably 300 x 300px

If you plan to use more than one platform in your marketing mix, be sure to send these sizes to your designer, or simply create a high resolution square icon and resize in your native photo editor tool.

Here are some logos that translate really well across all social media platforms:

All four brands incorporate their name into a square logo that is used across all social platforms with no fuss.

Here’s an example of logo variations that can be used for different platforms from the start of your brand’s life (wordmark) to later years (icon), with horizontal and vertical options for placements in websites and emails:

Hot tip: When launching a new brand, it’s a good idea to place your brand name front and centre as much as possible. While brands like Hubspot and Thrive can afford to place brand logo icons without a wordmark as profile pics, as a new brand - you need to build toward that recall.

Bonus resources: Don’t have access to a designer or money to hire one? Here are some free to low cost ways to design your own logos:

While nothing beats an actual designer working on your logo, we understand that budgets and timelines don’t always permit the best intentions. In such scenarios, it’s a good idea to get off the ground with your next best solution and revisit once you’re clearer about brand image and design direction.

Why brand social media kits need colour combos and fonts

Branding must translate across the board and the logo is just what gets you started. A brand kit covers colour schemes as well as font combinations that you will use across all your content to drive recall and presence. These can be split into a primary colour and font combinations that may be closely associated with your brand logo, along with secondary colour and font combinations that helps accent digital assets such as website layouts, email design, social media content and more.

Colour combinations

There are dozens of ways to approach brand colours, but the bottomline is that you’ll need primary and secondary brand colours to help present cohesive feeds and stories on different platforms. The most obvious way to choose them is to work on your brand personality (here’s an excellent post on how to choose colours for your brand), and use cues like style and tone to finalise your brand’s colours

Don’t have access to designers who’ll do this for you? Check out the following colour combination resources to help you plan around one or two colour favourites that you already feel resonate with your brand:

Once you’re settled on a colour combination that you like, simply plug it into your social media content as line, frame or background accents.

For example here’s what a possible colour scheme could look like (remember to get all colour values: HEX, RGB and CMYK):

Since Instagram is the most visual platform where people can view your feed in one place (as opposed to the somewhat scattered and mixed visuals on Pinterest feeds), this is where your brand colours make life super simple. Here are some brands that do this quite well:

Font combinations

Font combinations are usually an afterthought for social media but can be lifesavers when you’re planning text heavy content. Styles of typography say a lot about brands and most thought leadership or industry content tends to run text heavy. Whether these are interesting market insights charts for Instagram and LinkedIn, or banners for Facebook and YouTube covers - your brand fonts will always make life a lot easier.

Here’s a simple breakdown of font styles and how you can mix them up for your brand: Font combinations for web design, branding and social media.

Takeaway: Choose fonts that match your brand personality and industry.

We would usually suggest working with a designer to map these out alongside your colour combinations and brand voice, style and tone. However, if you’re strapped for time and budget, check out the following resources to choose font combinations on your own:

In Conclusion

A well rounded brand kit - complete with brand logos, colours and fonts - is a social media marketer’s most important and valuable asset. It determines brand voice across social media channels and helps social marketers create beautiful content easily and efficiently.

If you’re just getting started, have a play with the resources we’ve mentioned in this post and create your very own brand kit. As the brand owner or marketer, you’re the best judge of what resonates with your audience and how you should use it. Brand marketing is increasingly relevant during these chaotic times, so make sure to give it every bit of attention in order to stand out from the crowd.


Sasha Gusain

June, 2020

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