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A one-page brand kit for your ads

A brand kit is one page that tells anyone making your ads what your business looks and sounds like: logo files, colours, fonts, tone of voice, photo style, approved claims and things to avoid. With it, a designer or studio can make on-brand ads without guessing, and your ads stay consistent across Feed, Stories and your website.

By the Moonlighters team. Last updated 12 October 2026.

What goes in the kit

  1. Logo. Files in PNG or vector form, a version for light backgrounds and one for dark, and the minimum size and clear space around it.
  2. Colours. Your main and accent colours as hex codes. Note which one is for buttons and calls to action.
  3. Fonts. Heading and body fonts, and a safe fallback if the font cannot be used.
  4. Tone of voice. Three or four words, such as warm, direct and practical, plus examples of how you would and would not say things.
  5. Photo and image style. Real photos or illustration, bright or moody, people or products, and a couple of example images that feel right.
  6. Approved claims and proof. The benefits, guarantees, awards and numbers you can state, with the source for each.
  7. Offer and contact details. Your standard offer wording, website address, phone number and service area.
  8. Avoid list. Words you never use, competitors you do not mention, imagery that is off limits.

Readability and accessibility basics

  • Contrast. Text should stand out clearly from its background. The widely used accessibility guideline (WCAG) asks for a contrast ratio of at least 4.5 to 1 for normal-size text.
  • Text size. Ads are read on phones at arm's length, so keep headline text large and leave generous space around it.
  • Do not rely on colour alone to carry meaning.
  • Add captions or on-screen text to any video, since many people watch with sound off.

A short example layout

Logo: green crescent mark, full-colour and white versions. Colours: deep green for text, lime for buttons, off-white background. Fonts: one sans-serif family in two weights. Tone: friendly, plain, no jargon. Photos: real jobs and real people, natural light. Claims: only those on our website. Avoid: superlatives such as "best" unless we can prove them.

The example is illustrative and does not describe any customer.

How to use it

  • Attach it to every creative brief.
  • Update it when your branding or offers change, and tell everyone using the old version.
  • Keep one master copy so there is only ever one version in circulation.

When you subscribe to our creative subscription, the onboarding form asks for your logo, photos, offers, what to keep and what to avoid, which are the core of this kit.

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