June 5, 2024
minute read

How to Build a Brand Kit With Durable

Chloe West

Having a strong brand should be top of mind for every small business owner and entrepreneur. 

Brand building can take time, resources, and effort. And one of the quickest ways to build a strong brand is with Durable’s Brand Builder. 

We’ve put together a step-by-step guide on what a brand kit is, the key elements, and how to build one with Durable.

What Is a Brand Kit?

A brand kit is a single source that holds your business’s visual elements, like your logo, fonts, and color scheme. 

Brand kits help with brand strength and recognition. They make content creation and designing merchandise, uniforms, business cards, and marketing materials much easier.

No more spending time testing different colors, fonts, and styles — with a brand kit, everything is set and saved for you. You can refer to it whenever you need to create something new for your business. 

Key Elements of a Good Brand Kit

There are several key elements of a good brand kit. Here are the top four:

  • Logo
  • Color Palette 
  • Fonts
  • Messaging

Business Logo

The first element is your business logo. Every business needs a strong logo. Think about companies like Starbucks, McDonald’s, and Google. 

Their logos — the Starbucks siren, McDonald’s arches, and Google wordmark — are recognizable which help improve brand strength.

Ideally, you have a logo that does the same thing. 

There are a few different types of logos to consider:

  • Wordmark: Also known as a logotype, this consists of a design using the company name. Think Google, Subway, or Coca-Cola.
  • Letterform: A logo that consists of a design using the company’s first letter. Think Netflix, McDonald’s, or Adobe.
  • Monogram: A logo that consists of a design using the company's initials. Think NASA, IKEA, or CNN.
  • Symbol: Also known as a brand logo or pictorial logo, this visualizes the company’s name. Think Target, Apple, or Shell.
  • Abstract: A visual logo design that uses abstract designs to represent a company. Think Nike, Durable, or Airbnb.
  • Mascot: A logo design that incorporates a company’s mascot. Think Michelin, KFC, or Mailchimp.
  • Emblem: A logo design similar to a badge or a crest. Think Harley Davidson, Starbucks, or Warner Brothers.
  • Combination: A logo design that combines pictorials and words. Think Burger King, Taco Bell, or Doritos.
  • Dynamic: A logo design that may have different variants, though the core components remain the same. Think FedEx (using different logos for types of shipping), Nickelodeon (changing the shape of the blob around the wordmark), or MTV (using different colors for the main logo).

Color Palette

Every good brand needs a color palette consisting of one to five colors or shades that complement each other. 

You don’t have to use all of your colors in your business logo. For example, the Starbucks logo uses only a single shade of green, but its brand color scheme includes several shades of green:


It’s important to choose fonts that represent your brand. Many brands, like Netflix, have custom fonts created for their logos. But other brands simply find unique fonts that already exist to incorporate into theirs.

Here’s an example of Unsplash’s font/typography guidelines, assigning different fonts that work well for different operating systems or marketing assets:


Though brand kits often focus on visual elements, many brands also include things like messaging guidelines, brand slogan, their brand voice and personality, and their company’s mission and vision. 

How to Build a Brand Kit With Durable

Ready to build your own brand kit? Durable makes it easy with its AI-based Brand Builder. 

Learn how to build your very own brand kit in five simple steps.

1. Input Your Business Information

Start by opening the Brand Builder. The first step is to provide the AI tool with information about your business.

This includes:

  • Your business industry
  • Your business location
  • Your business name

If you don’t have a business name quite yet, take advantage of Durable’s AI business name generator to help.

2. Select a Mood for Your Brand

Once you’ve provided all the key information about your business, it’s time to start thinking about your brand and how you want it to feel. What type of mood do you want to convey to your customers?

Durable provides you with some options to choose from. Select a mood to continue.

3. Choose a Logo

Next, Durable will auto-generate a few logo ideas to browse through. 

Choose one that you like or refresh to get a new set. Durable will only ever generate a logo option once, so no two logos created by the Brand Builder will ever be the same.

4. Generate Your Brand Kit

Once inputted, Durable generates an entire brand kit for you.

Browse through a set of fonts, colors, and marketing mock-ups. 

To change any element in your brand kit, select Regenerate. You can regenerate any aspect of your brand kit. You can choose to adjust your logo, fonts, colors, writing style, or the entire brand kit.

5. Build Your Brand Online

Once you’re happy with your brand kit, you can apply your new brand to your Durable website in one click. 

Create a branded website with Durable, create social assets using your new colors and fonts, and so much more.

Durable’s AI website builder can help you set up a new, fully branded website in seconds.

Build Your Small Business Brand Kit Today

Building a brand kit doesn’t have to be overwhelming. 

Let Durable help and quickly launch a beautifully branded business within minutes. 

Small businesses run on Durable.
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Chloe West

Chloe West is a digital marketer and freelance writer, focusing on topics surrounding social media, content, and digital marketing. She's based in Charleston, SC, and when she's not working, you'll find her playing card games or reading romance novels. Connect with her on Twitter or LinkedIn.

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