Technical specifications every visual mark package should include

How should branding and identity be documented?

A visual mark package should open with a concise summary of branding goals and identity context. Include the primary mark, alternative marks, and clear statements about intended voice and usage scenarios. Note any relationship between a master identity and sub-brands or product marks. This section helps vendors, designers, and developers understand the identity’s purpose so they can make consistent decisions about placement, scale, and permitted variations across different applications.

What design file formats and vector specs?

Provide a definitive list of master files and export-ready assets. Supply vector sources (SVG, EPS, AI) as the canonical files for scalability, plus print-ready PDFs and raster exports (high-resolution PNG, JPG) for immediate use. Specify color profiles (CMYK for print, sRGB for web) and minimum recommended resolutions and safe margins. Note expected file naming conventions and include layered source files or symbol libraries when using design systems to speed integration into workflows.

Which typography and color details to include?

List all typefaces used with exact weights, styles, and recommended sizes or scale steps for headings, body text, and captions. If custom or licensed fonts are part of the identity, document licensing requirements and fallback fonts for web and system use. Provide precise color values across color spaces: HEX and RGB for screens, CMYK and Pantone where relevant for print, and LAB where color matching is critical. Include accessible contrast ratios for key text and UI elements.

How to address scalability and usability?

Document minimum and maximum sizes for each mark variation, and define clear space or padding rules to preserve legibility. Include examples of the mark applied at different sizes and on different media (mobile, desktop, signage, merchandise). Explain responsive rules: which elements can be simplified or removed at very small sizes and which must remain. Usability guidance should cover background control (light/dark), pattern overlays, and restrictions to prevent misuse that harms recognition.

What accessibility and trademark notes are needed?

Record accessibility considerations such as minimum contrast ratios, alternative text guidance for digital publishing, and recommendations for tactile or high-visibility adaptations where applicable. Note any legal constraints: trademark notices, registration numbers if applicable, and the correct usage of TM/® symbols. Include directions on attribution or copyright statements required by licensing, and specify who to contact for permission requests or trademark enforcement.

How should assets, workflow, prototyping, and testing be documented?

Supply an organized assets folder structure and versioning conventions so teams can find source files, exports, and working iterations. Outline a recommended workflow for designers and developers, including where to find components in design systems (Figma libraries, Sketch symbols) and how to sync updates across repositories. Describe prototyping approaches and testing checkpoints: print proofs, responsive layout tests, color-match verifications, and real-world mockups. Include a checklist for QA that covers file integrity, spacing, color accuracy, and accessibility tests before final delivery.

Conclusion

A technical specification transforms a visual mark into a practical, repeatable asset for an organization. By documenting identity intent, file formats, typography, color data, scalability rules, accessibility, legal notes, and operational workflows, a visual mark package reduces ambiguity and supports consistent brand application across media. Clear, structured specifications help designers, developers, vendors, and stakeholders use the mark correctly and maintain its integrity over time.