Most Common Graphic Design Assets Businesses Require

Graphic design assets are the visual elements and materials that businesses create to communicate their brand and marketing messages. These include logos, color palettes, typography, and other branding elements, as well as tangible and digital materials like brochures, ads, website layouts, packaging, and internal graphics. A well-crafted suite of design assets helps a company present a professional and cohesive image. For example, Brandfolder notes that key brand assets include “a company’s logo, an identifiable color palette, brand-specific typography, and branded icons or visual assets” (Source: brandfolder.com). Companies typically codify these in a brand style guide – specifying logo usage (colors, size, file formats), fonts, color palettes, imagery style, and templates for business cards or letterhead (Source: bynder.com). Consistent branding across all materials ensures brand recognition and credibility.

Branding and Identity Materials

Graphic designers first create the core brand identity assets: logos, color schemes, and style guidelines that define a business’s look and feel. The logo is often “the most recognizable asset” of a brand (Source: brandfolder.com), conveying the company’s essence and values. For instance, companies ensure their logo works in full color, monochrome, and in digital or print formats. Brand guidelines will specify how to use the logo, which fonts to use for headlines and body text, the exact color codes in RGB/CMYK, and even layouts for stationery (letterhead, envelopes, invoices) (Source: bynder.com). By defining these elements in a “rulebook”, businesses maintain consistency: a professional logo and stationery system “communicate professionalism and build confidence in potential customers” (Source: visualsculptors.com). Consistency across online and offline materials helps create “a strong and recognizable brand identity” (Source: visualsculptors.com). For example, branded social-media profiles (cover photos, profile icons) also reinforce identity – Brandfolder notes that “social brand assets like cover images and profile photos can help companies quickly and consistently express their brand values” (Source: brandfolder.com). In short, branding materials (logos, icons, colors, taglines, mascots, packaging design) establish a company’s unique visual signature that all other assets will reference (Source: brandfolder.com)(Source: bynder.com).

Best Practices for Branding Assets

• Simplicity and scalability: Logos should be simple (vector graphics) so they are clear at any size, from a smartphone screen to a billboard.

• Consistency: Follow the brand guide exactly. Use only approved colors, fonts, and imagery. Adobe recommends keeping imagery consistent throughout materials to create a polished look (Source: blog.adobe.com).

• High quality for format: Provide logos in multiple formats (AI, EPS, PNG) and color modes (RGB for web, CMYK for print). Ensure vectors for scaling.

• Apply guidelines: Include usage notes: safe zones around logos, minimum sizes, and incorrect usage examples. This prevents distortion or inconsistent application of the brand.

• Strategic value: Cohesive brand identity builds recognition and trust. As VisualSculptors explains, “ investing in quality design [for logos, business cards, websites] pays off” in making a strong first impression (Source: visualsculptors.com).

Marketing and Promotional Collateral

Marketing collateral refers to the printed and digital materials used to promote a company’s products or services. This includes brochures, flyers, catalogs, posters, banners, business cards, and direct-mail pieces, as well as their digital counterparts (PDF brochures, email newsletters, infographics). Foleon defines marketing collateral as “any media material used to promote a company’s products or services,” spanning “print materials like posters and flyers to digital content like catalogs and digital magazines” (Source: foleon.com). Common print items include tri-fold brochures (to detail offerings), one-sheet flyers (event announcements or promotions), posters/banners (storefront displays or trade show signage), and branded stationery (letterhead, envelopes). Digital collateral might include eBook downloads, email newsletter templates, social media content, presentation decks, and online ads (see next section).

• Brochures and Flyers: Physical brochures are a classic sales tool. Adobe notes that “brochures have lasting power – customers think twice before tossing something that looks and feels nice” (Source: blog.adobe.com). They convey detailed product or company info in a professional format. Best practices include planning the brochure’s purpose and audience in advance (Source: blog.adobe.com), keeping pages visually engaging (varying text and images for good pacing) (Source: blog.adobe.com), and designing at 300 dpi so print quality is sharp (Source: blog.adobe.com). Content should be skimmable (short paragraphs, bullet points, clear headings) and balanced with whitespace (Source: blog.adobe.com).

• Business Cards & Stationery: These small print pieces (cards, letterhead, envelopes) represent the company at events and in official correspondence. They should feature the logo prominently, use the brand’s color palette, and include essential contact details. Quality paper stock and professional printing add to credibility.

• Posters, Banners & Signage: Large-format graphics (posters, trade-show banners, in-store displays) attract attention in physical spaces. They require simple, bold imagery and text at large sizes. Designers must ensure graphics are high-resolution (typically at least 150–300 dpi at final print size) and follow safety margins/bleeds.

• Catalogs & Booklets: Multi-page catalogs or program booklets involve layout design. Tools like Adobe InDesign or Affinity Publisher are used. Designers follow grid layouts and style hierarchies to keep multi-page documents consistent.

• Direct Mail & Print Ads: Postcards, mailers, or print advertisements (magazines/newspapers) must fit specific size formats and include strong calls to action. Print ad design often prioritizes a single clear message and attention-grabbing visuals.

Citing Adobe’s advice: “Decide who your audience is, what needs to be communicated, and what your budget is” before designing any brochure or flyer (Source: blog.adobe.com). Establishing purpose early ensures the final collateral “is aligned with your brand and speaks to your target audience” (Source: blog.adobe.com). Consistency is key: Adobe recommends using imagery in the same visual style across a brochure for a polished, unified look (Source: blog.adobe.com). In practice, marketing collateral must reinforce the brand identity (logo, fonts, colors) while serving a clear communication goal.

Digital Advertising and Social Media Assets

Digital marketing assets include any visual content used online for advertising and engagement. Social media posts, digital banners, email campaign templates, infographics, and video thumbnails are common examples. These assets still use the brand’s visual elements but are optimized for screen viewing and specific channels (e.g. 1080×1080px square for Instagram, 1200×628px for Facebook ads, etc.). For example, a social media post image might feature the logo, brand colors, and a concise message or offer; Brandfolder emphasizes that even social covers/profile images are part of the brand toolkit (Source: brandfolder.com). Designers often create sets of templates for these (e.g. a series of branded Instagram post layouts or email newsletter designs) to maintain consistency and speed production.

Use cases for digital assets include paid advertising (banner ads on websites, social media ads on Facebook/Instagram/LinkedIn), organic content (branded graphics for tweets, posts, stories), and email marketing (branded newsletter layouts). Best practices emphasize visual appeal and clarity: content should be concise and on-brand. As one design guide notes, social media posts should be “visually appealing” and “concise,” often including explicit calls to action (Source: visualsculptors.com). Likewise, email design follows best practices (e.g. using a clear single button CTA) – HubSpot reports that emails with a single call-to-action (CTA) button can increase clicks by up to 371%, and buttons dramatically outperform text links (Source: blog.hubspot.com). This shows that the structure and graphics of digital ads materially impact performance.

Digital assets must be sized appropriately (RGB color mode, typically 72–150 dpi for web), and often delivered in multiple resolutions or aspect ratios. They should be tested for responsiveness on mobile vs. desktop. Designers use tools like Adobe Photoshop/Illustrator, or online platforms (Canva, Figma) to craft these assets. In practice, many businesses now use template-driven tools: one report notes that 95% of Fortune 500 companies use Canva for some design needs, reflecting how ubiquitous these cloud tools have become (Source: demandsage.com). Ultimately, the goal of digital advertising assets is to capture attention online and drive engagement—whether that’s clicks, shares, or conversions.

Web and Mobile Design Assets

In the digital realm, websites and mobile apps are major design outputs. Web design assets include complete page layouts, UI elements (buttons, icons, graphics), and imagery (banners, background photos, infographics) integrated into a website. Mobile app design assets include screen mock-ups, icons, illustrations, and interface components. These assets are delivered as high-fidelity prototypes or design files (e.g. in Figma, Sketch, Adobe XD) that front-end developers translate into code.

Use cases: A business website needs a home page design, product/service pages, blog graphics, and UI elements like navigation menus and buttons. A mobile app requires screen designs for onboarding, menus, and interactive components. Best practices center on user experience (UX) and responsive design. For instance, designers follow usability principles (clear hierarchy, legible typography, accessible contrast) and ensure layouts adapt to different screen sizes (desktop, tablet, phone). As RMCAD notes, responsive design – with fluid grids and flexible images – “strives to progressively enhance work within different viewing contexts” (Source: rmcad.edu).

The strategic value is high: research shows that users form a website’s first impression in milliseconds, and “visual appeal” is the prime factor in that immediate judgment (Source: pmc.ncbi.nlm.nih.gov). In fact, studies have found that when identical content is shown with different levels of aesthetic treatment, the page with higher visual polish is rated more credible in 90% of cases (Source: pmc.ncbi.nlm.nih.gov). Another seminal study (Fogg et al.) found that 46% of people cite “design and look” as the top factor in judging a site’s credibility (Source: pmc.ncbi.nlm.nih.gov). In other words, web/mobile design assets don’t just look nice – they influence trust and engagement.

Designers use specialized tools for these assets: wireframing/prototyping tools (Figma, Sketch, Adobe XD, Axure) for layout and interaction; graphics tools (Illustrator, Photoshop) for custom icons or images; and frameworks (Bootstrap, Material Design) for consistent UI components. Collaboration often happens via cloud platforms or version control so that assets can be iterated and handed off to developers.

Packaging and Product Design Assets

For product-based businesses, packaging design is a critical graphic asset. This includes the artwork and dielines for product boxes, labels, bottles, bags, or any container. Packaging design serves multiple purposes: it protects the product, conveys brand identity on the shelf, and provides product information (logos, ingredient lists, barcodes, regulatory info). Well-designed packaging stands out on the shelf and can sway purchase decisions. In fact, a U.S. survey found that 72% of consumers say a product’s packaging design often influences their buying decisions(Source: ipsos.com). Moreover, about 67% said packaging graphics make products more attractive, and 63% said good packaging makes a product seem higher quality (Source: ipsos.com). Clearly, packaging artwork is not just about aesthetics but also about sales impact.

Common packaging assets include the label design, any illustrative graphics on the package, brand logo placement, and sometimes 3D renderings of the package. Designers must work with precise specifications: they use vector tools (Adobe Illustrator) to create dielines at the exact dimensions, and they consult with manufacturers about material and print processes (e.g. CMYK/spot colors, finishes). Best practices involve ensuring all required legal text (ingredients, warnings) is readable, the brand elements are prominent, and the overall design fits the shelf position. Sustainability is also a trend: designers increasingly use eco-friendly imagery and choose recycled or minimal packaging materials (Source: rmcad.edu), reflecting consumer values.

Key Considerations for Packaging Design

• Brand Integration: Packaging is a 3D billboard for your brand – it must use the logo, colors, and style consistently.

• Differentiation: Eye-catching graphics or unique box structures help a product stand out. Designers sometimes create special embossing or die-cut shapes.

• Technical Accuracy: Use exact dieline templates; account for folds, cutouts, and bleed areas. Double-check color modes (CMYK for printing).

• Legal Compliance: Include mandated information clearly. Infuse the design with these necessities in a way that fits the style (e.g. icons for recycling).

• Influence on Purchase: As Ipsos reports, attractive, premium-looking packaging can significantly sway buyers (Source: ipsos.com). Quality visuals on packaging justify brand positioning (e.g. premium or eco-friendly) and can even command a higher price.

Internal Communications and Events

Not all design assets target external audiences. Companies also need graphics for internal communications and corporate materials. This category includes presentations (PowerPoint/Keynote templates for sales pitches or internal reporting), infographics for data reports or training, internal newsletters, signage for the office or events, and promotional items (posters, banners for company events). Although these assets are not client-facing, good design still pays off. Clear, branded visuals make information easier for employees to understand and remember.

For example, numerous studies show that visual aids improve information retention. One infographic summary found that pairing an image with information yields 65% retention after three days, compared to only 10% for text-only communication (Source: silkcards.com). Likewise, “65% of people are visual learners,” so data presented graphically (charts, diagrams) is far more engaging (Source: silkcards.com). Corporate presentations are thus often designed with branded templates, consistent iconography, and charts styled to match the company colors. Infographics (data visualizations) are popular for internal reports or social media content because they distill complex data into an easy-to-grasp format.

Common tools for internal assets include presentation software (PowerPoint, Keynote, Google Slides) with custom master slides, and design tools (Illustrator, Canva, Piktochart, Visme) for infographics. Best practices are similar to external design: use consistent branding, avoid clutter, and highlight key messages. Good internal design also fosters company culture – for example, an engaging new-hire orientation deck or a creatively designed mission statement poster can boost employee pride and alignment with the brand.

Design Tools and Technologies

Across all asset types, professional graphic designers use specialized software. The Adobe Creative Cloud suite (Illustrator for vector art, Photoshop for raster images, InDesign for layout) remains the industry standard for print and detailed design work. UI/UX designers often use Figma, Sketch, or Adobe XD to create interactive web/app mockups. For quick digital content (social posts, banners), many teams turn to template-based tools like Canva or Visme. In fact, business adoption of cloud design tools is soaring: as of 2025, 95% of Fortune 500 companies use Canva for some design tasks (Source: demandsage.com), highlighting how such tools streamline workflows.

Other tools include powerpoint/Google Slides for presentations, and web builders (Webflow, WordPress) where designers provide graphics to be integrated. For packaging, designers may use 3D CAD or specialized packaging software to model boxes. Teams often employ digital asset management (DAM) systems (e.g. Brandfolder, Bynder) to organize and distribute approved assets. As one design blog notes, agencies and companies “use the latest design software like Canva, Visme, Prezi and other Adobe tools to deliver quality designs” (Source: visualsculptors.com).

Staying updated on tools is important, as technology evolves. For instance, artificial intelligence is beginning to assist design workflows – automating tasks like background removal or resizing artwork for different formats. Rock Mountain College of Art+Design observes that “AI has its role” in design: it doesn’t replace human creativity but “automates time-consuming processes like resizing the same image” (Source: rmcad.edu). Meanwhile, the trend toward web and mobile responsiveness means designers increasingly work with HTML/CSS or design systems (Material, Bootstrap) to create reusable UI components. The choice of tools often reflects business size: small companies may rely on accessible tools and stock templates, while large enterprises invest in full Adobe licenses and design system platforms.

Evolution and Trends in Design Assets

Graphic design assets have evolved with technology and culture. In the early 20th century, design was print-focused (posters, ads, packaging) driven by the printing press. After World War II, the rise of consumer culture made “corporate branding a priority” (Source: rmcad.edu). Icons like Paul Rand and Saul Bass demonstrated the power of logos in this era. In the 1970s–1990s “digital revolution,” computers and desktop publishing transformed workflow: as early visionaries predicted, design moved from print to electronic media (Source: rmcad.edu). By the 2000s, digital was dominant – websites and online ads became essential, and the industry said the “shift from print to digital marketing was nearly complete” (Source: rmcad.edu).

Today’s trends reflect mobile and internet culture. Social media platforms dictate new asset formats (Instagram Stories, TikTok formats, etc.), meaning designers create square, vertical, and other versions of graphics (Source: rmcad.edu). Current styles may favor bold, abstract graphics or flat/minimalist aesthetics, depending on brand trends. Accessibility and sustainability have also influenced design; for example, choosing color schemes friendly to color-blind users, or using recycled paper in print materials.

Looking forward, AI and machine learning are impacting design. Tools like Adobe Sensei or generative AI can auto-generate variations or suggest layouts, handling routine tasks so designers focus on high-level ideas. As noted above, AI is a complement, not a replacement (Source: rmcad.edu). Sustainability is another emerging concern: designers now often prioritize eco-friendly materials and methods, as RMCAD observes that “graphic designers are increasingly aware” of using recycled paper and reducing waste (Source: rmcad.edu). The field continues to change rapidly, but the core goal remains: to create effective, coherent visual assets that serve the business’s goals.

Strategic Value and Business Impact

High-quality graphic assets provide real strategic value. Consistent branding and attractive design build customer trust: research shows that improved visual aesthetics enhance perceived credibility (Source: pmc.ncbi.nlm.nih.gov)(Source: pmc.ncbi.nlm.nih.gov). Well-designed marketing materials can directly affect sales. For instance, creative packaging or print collateral often yields measurable returns; a brochure or flyer that looks professional can generate leads that digital ads alone might miss. In digital marketing, effective ad graphics and email designs improve click-through and conversion rates (e.g. simplifying an email’s design with one clear CTA can boost clicks by up to 371% (Source: blog.hubspot.com)).

Internally, good design improves communication efficiency. Engaging infographics and slide decks help employees absorb information faster. Externally, a strong brand identity (logo, stationery, website) distinguishes a business from competitors. Visuals are also “powerful tools to make a strong first impression” on customers (Source: visualsculptors.com). In sum, graphic design assets should be seen as investments: they enhance marketing effectiveness, brand equity, and user experience. Businesses that skimp on design often find it costs them credibility. As one source emphasizes, “don’t skimp” on creative design if you want to stand out (Source: visualsculptors.com).

Costs, Production, and Staffing Considerations

Creating design assets can be done in-house or outsourced, and costs vary widely. A survey by the World Federation of Advertisers found 66% of brands now have in-house design or creative agencies(Source: wfanet.org). Large companies often hire full-time designers or maintain internal agencies for control and speed, while smaller firms may outsource projects or use freelance talent. As a rule of thumb, hiring an in-house graphic designer in the U.S. might cost on the order of $50,000–$85,000 per year (salary plus overhead) (Source: awesomic.com). In contrast, hiring an external design agency for a one-off project (like a branding package or a multi-piece marketing campaign) might run from $5,000 to $25,000 or more, depending on scope (Source: awesomic.com)(Source: awesomic.com). Freelancers typically charge hourly (often $35–$100/hr), so a small logo project might be a $1,000–$3,000 engagement (Source: awesomic.com).

Budget-conscious companies often use subscription-style design services (flat monthly fee for ongoing graphic work) or tools like Canva to reduce costs. However, outsourcing to a professional designer or agency can yield higher-quality, custom work. The choice depends on business size and needs: startups may rely on templates and freelancers, while established brands invest heavily in polished assets and comprehensive brand systems. It’s common for companies to find that an in-house designer plus a few specialty freelancers (for animation, print press checks, etc.) provides a good balance of quality and cost-efficiency.

Asset Needs Vary by Industry and Scale

Different businesses emphasize different design assets. Retail and consumer-packaged goods companies heavily invest in packaging and point-of-sale graphics. Tech companies may focus more on digital interfaces and websites. Service-based firms might prioritize presentations, white papers, and corporate identity materials. Healthcare, finance, and regulated industries often have strict requirements (e.g. disclaimers on marketing, approved color palettes for trustworthiness). Small local businesses (cafés, boutiques) might only need basic assets (logo, sign design, simple flyers), whereas international corporations will maintain vast brand libraries (thousands of photos, template suites, 3D models).

In practice, every business needs some core assets (at least a logo, website graphics, and marketing brochure). But a global enterprise will also require extensive digital templates, marketing automation assets, multi-language signage, and so on. Additionally, trends like e-commerce and social media have leveled the field somewhat: even small companies now need product photos, social post templates, and email campaigns. As a rule, larger or consumer-facing brands invest more in professional graphic assets, while smaller or B2B firms often get by with simpler, more utilitarian designs (sometimes created in-house or via stock imagery and stock templates).

Tools, Workflows, and Integration

Finally, it’s worth noting how these assets are produced and managed. Professional graphic assets are typically created in Adobe Illustrator, Photoshop, or InDesign (print) and Figma/Sketch/Adobe XD (digital). Brands often use content management systems and digital asset management (DAM) platforms to store and version-control their graphics. Workflows may involve project management tools (Trello, Jira) for design requests, and collaboration on platforms like Zeplin or Abstract. For example, a designer might create a logo in Illustrator, then hand off EPS/PDF files to a printer for business cards, while separately exporting web-friendly PNGs for the website.

Large organizations often have formal review processes: marketing requests go to brand managers, then to designers, then to approvals. Many now use templating or code-based design (e.g. HTML email templates or Canva libraries) so non-designers can update content within set brand parameters. This integration of design assets into broader workflows ensures that the visual output consistently aligns with strategic goals and is efficiently updated over time.

Sources: Industry reports, expert blogs, and design guides were consulted for this report. Authoritative sources include Brandfolder and Bynder on brand assets, Adobe’s design blog on print collateral, research from Ipsos and academic journals on packaging and web design impact, and industry analyses (e.g. HubSpot, WFA) on digital marketing and staffing trends (Source: brandfolder.com)(Source: bynder.com) (Source: visualsculptors.com)(Source: foleon.com) (Source: blog.adobe.com)(Source: blog.adobe.com) (Source: blog.adobe.com)(Source: blog.adobe.com) (Source: brandfolder.com)(Source: visualsculptors.com) (Source: blog.hubspot.com)(Source: pmc.ncbi.nlm.nih.gov) (Source: pmc.ncbi.nlm.nih.gov)(Source: ipsos.com) (Source: silkcards.com)(Source: silkcards.com) (Source: demandsage.com)(Source: rmcad.edu) (Source: rmcad.edu)(Source: wfanet.org) (Source: awesomic.com)(Source: awesomic.com) (Source: rmcad.edu)(Source: rmcad.edu).