Press kit and brand kit examples

Press and brand kits to start with

• Airbnb Airbnb provides an editorial press asset library offering direct downloads of brand lockups, product release visuals, and global photography categorized by subject.
• Red Bull Red Bull Content Pool is an editorial media portal providing news, event photography, video assets, and media advisories for press coverage.
• Zwift Zwift provides a media kit hub within its newsroom featuring categorized packages for logos, virtual worlds, gameplay features, and lifestyle photography.
• City of Riga The City of Riga shares its visual identity, historical context, and official logo packages directly on its municipal government website.
• CVS Health CVS Health offers a press media library focused on downloadable corporate logos, editorial photography, and broadcast b-roll across distinct public health topics.
• Marks & Spencer Marks & Spencer provides a corporate media library with categorized grids of downloadable press imagery, store photography, and masterbrand logos.

What to look for in a press kit or brand kit

A press kit, also called a media kit, is the page a company keeps for journalists: logos, product images, leadership photos and the facts needed to write about it. A brand kit or asset kit is a similar page for partners and developers, usually limited to logos, colours and the rules for using them. The examples above are public pages of both kinds. These are the parts I compare when I review one.

Logos

The logo in vector and bitmap formats, in light and dark versions, offered as single files and as one archive.

Product and company images

Product photos, screenshots, office and team pictures at a resolution a publication can print.

Company facts

A short description of the company, founding date, key figures and the correct spelling of its name and products.

Leadership

Names, titles, portraits and short biographies of the people a journalist is likely to quote.

Usage rules

What a partner or publication may and may not do with the logo and the name, stated on the page and not only in a legal document.

Colours and type

The main colour values and typefaces, for anyone who has to place the brand beside their own.

Press contact

An address or a named person, and where to find recent announcements.

Questions and answers

What is a press kit?

A press kit is a page or a download that gives journalists what they need to cover a company: logos, images, a company description, facts and figures, leadership biographies and a press contact.

What is the difference between a press kit, a media kit and a brand kit?

Press kit and media kit usually mean the same thing: material for journalists. A brand kit or asset kit is aimed at partners, developers and customers who need to show the brand, and is mostly logos, colours and usage rules. Media kit is also the name of the rate card a publisher sends to advertisers, which this gallery does not cover.

What should a press kit include?

Logo files in several formats, product and team images, a short company description, key facts, leadership biographies, usage rules and a contact for press questions.

Should a press kit be a web page or a ZIP file?

Offer both: a web page that anyone can find and read, with the files downloadable one by one and as a single archive. A page can be updated when a logo or a fact changes; an archive sent by email cannot.

How is a press kit different from brand guidelines?

A press kit gives outsiders the files and facts to talk about a company. Brand guidelines explain the whole identity to the people who produce the company's own material. Many companies publish both and link one to the other.