A place for all standard files
When brand files are scattered across emails, chats, and personal drives, it only takes a few months for dozens of different logo versions to hit the market.
The sustainable way is to establish a central source with clear permissions, then direct all departments and partners to retrieve files from there, instead of sending them through each channel. Only release approved versions, lock the original version from being edited, and manage versions to minimize the chance of anyone accidentally using an old logo. A file repository alone is not enough: daily working templates must also be readily available in the software the user is currently using. By doing this, the occurrence of multiple versions in different places significantly decreases, and the design department has to send files back to each person who asks less often.
- a brand present at many points of sale, branches, and agents
- multiple departments produce simple publications on their own
- printer and partners or request files directly
- send the logo via chat and email without managing versions
- Too tight restrictions cause departments to create their own versions.
- The file repository is outside the software that users open daily, without pre-made templates.
The issue is not a lack of files. The problem is that files are scattered across too many places. The logo in an email from March, the Illustrator file in Zalo from last week, a PowerPoint version someone edited on their personal computer. A tight or loose brand often starts to reveal itself at this stage: who has which file, where it was obtained, and whether it is correct.
Why sending files via chat is the root of the problem.
Every time you send a logo via Zalo or attach it to an email, a new copy is created on the recipient's device. From then on, they use that version and do not return to ask for more. When the brand updates its logo or colors, the old version continues to be used because the recipient is unaware of the new version. When multiplied by the number of departments, branches, agents, and printers, within a few months, you will have dozens of different versions circulating simultaneously.
This is not the fault of employees or partners. This is a system error: there is no recognized place as the standard source.
A source of truth: core principles
The core concept here is digital asset management (a centralized system for storing and managing all approved brand files). Regardless of which tool you use, the operational principles must be the same:
- Only one place recognized as the source of truth. Everyone internally and partners know to go there.
- Only release the approved version. Drafts and test versions are not included here.
- The original is locked for editing. Users can only download it, not edit it directly in the repository.
- When a new version is available, the old version should be withdrawn, not kept in parallel.
A standard source helps all teams and partners work from the approved version, reducing the risk of outdated or non-compliant files reaching the market.
Frontify, Bynder
Delegation and file organization
Permissions are the second most important factor, right after choosing a central location. A repository can fail in two opposing ways. If it is locked down too tightly, departments cannot access it and must create their own versions. If it is too loose, anyone can edit it, leading to new versions being created.
Principle of reasonable decentralization:
- Most users, including sales, marketing, and external partners, can only view and download.
- A small group, usually designers and the brand manager, is allowed to upload and update the new version.
- The naming of folders and files must be clear enough for those outside the design department to find them. For example: Logo / Horizontal / White Background / PNG, or Primary Color / Approved.
The templates are readily available in the software everyone opens daily.
The file repository only addresses finding the right file. Those preparing quotes, posts via phone, or official documents do not access the repository each time; they open PowerPoint, Word, or the online design tool they are using. Therefore, templates must reside within those software: presentation templates, text templates, templates in online design tools, pre-loaded color palettes, and installed fonts (or pre-selected and verified Vietnamese fonts). A beautiful template that exists outside the user's software is a template that does not exist.
The core elements of the brand, such as the logo, colors, and fonts, are locked down, allowing only text content to be changed. This resolves a common conflict: departments need autonomy in their daily work, while the brand needs to maintain consistency. A test: give the template to real people to create a few actual versions. It is successful when they can do it correctly without opening the manual; it fails when they have to remember rules, color-check images, or the software automatically changes to a different font.
Common mistakes when implementing
- Creating a repository without guidance on how to find it: there is a repository, yet people still ask for files because they don't know where to go.
- No old versions available: the repository contains both the 2022 and 2024 versions, leaving users unsure which one is correct.
- Without someone responsible for updates: the repository is accurate in the first three months, then no one reviews it and it gradually becomes outdated.
- Granting editing rights to too many people: each person makes a small adjustment, and the original gradually deviates from the approved design.
The custodian and standard bearer
A file repository does not operate on its own. It requires a person or department to regularly review, catch early instances of incorrect logo, color, or font usage before it spreads across many publications, while also updating, removing old versions, and reminding the team when changes occur. Without this role, even the best repository will gradually become abandoned.
Decision checklist
Topic: How to ensure every department accesses the correct standard files from one place. Sinh Vũ guide, sinhvu.com
Tick each item that applies or that you can already answer, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Frontify, 10 Benefits of Digital Asset Management. Bynder, What is Digital Asset Management. Smint.io, DAM vs Brand Portal. Marq, Brand Governance. Practical experiences from Sinh Vũ.
Frequently asked questions
Is it acceptable to use Google Drive or Dropbox?
Yes, but more important than the tool is the setup. You need to define clear permissions: who can only view, who can download, and who can edit. Name folders and files consistently so that those outside the design department can also find them. If the team is still small and has few external partners, Drive or Dropbox is sufficient to start.
Do partners like printing houses or media companies need separate accounts?
There should be, or at least a limited shared link that only contains the approved version for them to download. Avoid sending attached files via email, as recipients often save them to their devices and reuse them later without checking for new versions. A separate portal for partners helps you control which version is circulating outside the company.
This article is for reference. The scope, pricing, and specific commitments of Sinh Vũ are detailed in the proposal and signed contract.