Freedam

ResearchBrand Center Benchmark 2026, part 3 of 3

Brand Center Benchmark 2026: downloads, file formats and logins

How 788 public brand centers hand out files: the formats offered, how often vector logos are available, what press kits contain, logins and tracking.

Last verified Updated 6 min readMethodReport an error
35%
offer ZIP packages
11%
offer a vector file
21%
show a login
63%
run analytics
On this page(9 sections)

A brand center is judged by what a visitor can take away from it. This part of the Brand Center Benchmark counts how the 788 public brand centers on brandcenter.gallery hand out their files: which formats, packaged how, to whom, and behind which login. It also counts what the sites measure about their visitors.

Part 1 covers what the sites contain, and part 2 covers the platforms they run on. All three parts use the same dataset, which you can download from part 1.

How many brand centers offer downloads?#

Downloads are the second most common feature, after the guidelines themselves: 74% of sites show at least one file to download on their public pages. Press kits offer them most often (85%), brand portals least often (53%), because a portal usually keeps its library behind an account.

Which file formats do brand centers offer?#

A format was counted when at least one download link on the captured pages names it, in the file name or the link text. A site counts once per format, however many files it offers.

Share of brand centers offering each file format
  • ZIP package27235% sites
  • PDF20927% sites
  • PNG13317% sites
  • JPG648% sites
  • SVG689% sites
  • EPS or AI405% sites
  • Font files719% sites
  • Slide templates233% sites
  • Video213% sites

brandcenter.gallery, 788 published entries, 2026-10-27. A format counts when at least one download link on the captured pages names it.

ZIP packages and PDFs lead. A ZIP is the usual way to hand out a logo set in several versions at once, and a PDF is the usual container for the guidelines document. PNG follows, then SVG, font files and JPG. EPS and AI files, slide templates and video are each on 5% of sites or fewer.

Which file formats do brand centers offer?
Format
ZIP package27235%33%19%44%
PDF20927%26%12%33%
PNG13317%10%1%38%
JPG648%3%3%22%
SVG689%7%0%16%
EPS or AI405%4%1%10%
Font files719%13%4%2%
Slide templates233%4%4%1%
Video213%2%4%3%

How do formats differ between guidelines sites, portals and press kits?#

Press kits offer the widest range of image formats. Journalists and partners need a file they can place right away, so press kits lead on PNG (38%), JPG (22%) and SVG (16%). Guidelines sites lead on font files (13%), which press kits almost never offer. Brand portals show few formats on their public pages at all, since their files sit behind the sign-in.

File formats by type of brand center
  • ZIP packageGuidelines sites 33% · Brand portals 19% · Press kits 44%
  • PDFGuidelines sites 26% · Brand portals 12% · Press kits 33%
  • PNGGuidelines sites 10% · Brand portals 1% · Press kits 38%
  • JPGGuidelines sites 3% · Brand portals 3% · Press kits 22%
  • SVGGuidelines sites 7% · Brand portals 0% · Press kits 16%
  • EPS or AIGuidelines sites 4% · Brand portals 1% · Press kits 10%
  • Font filesGuidelines sites 13% · Brand portals 4% · Press kits 2%
  • Slide templatesGuidelines sites 4% · Brand portals 4% · Press kits 1%
  • VideoGuidelines sites 2% · Brand portals 4% · Press kits 3%

brandcenter.gallery, 788 published entries, 2026-10-27. Guidelines sites 499, brand portals 74, press kits 215.

Grouping the sites by the best file they offer gives a short answer: 89 sites, 11%, offer a vector file (SVG, EPS or AI) among their downloads. Another 10% offer only PNG or JPG images. 39% offer files in other formats only, mostly ZIP packages and PDFs, whose contents the capture did not open. The remaining 40% show no file format at all.

Vector, raster or neither
  • Guidelines sites499Vector files (SVG, EPS or AI) 9%, PNG or JPG only 4%, Other formats only (ZIP, PDF...) 43%, No file format seen 44%
  • Brand portals74Vector files (SVG, EPS or AI) 1%, PNG or JPG only 3%, Other formats only (ZIP, PDF...) 27%, No file format seen 69%
  • Press kits215Vector files (SVG, EPS or AI) 20%, PNG or JPG only 24%, Other formats only (ZIP, PDF...) 33%, No file format seen 22%

brandcenter.gallery, 788 published entries, 2026-10-27. Each site counted once, in the first group it matches from the left.

Some of the ZIP packages hold vector logos, so 11% is a lower bound. It still means that most visitors who need a logo for print or for a large screen have to download a package to find out whether it contains one.

If your logo downloads are a ZIP or a PDF, say which formats are inside on the button or next to it. If you offer one file per format, SVG for screens and EPS or PDF for print cover most requests.

How many brand centers need a login?#

A login was counted when the captured pages show a sign-in link, a sign-in form or a wall in front of the content. 21% of the sites show one. Brand portals show one most often (35%), followed by press kits (26%) and guidelines sites (17%).

Share of brand centers with a login on their pages
  • All 788 sites21% percent
  • Guidelines sites17% percent
  • Brand portals35% percent
  • Press kits26% percent

brandcenter.gallery, 788 published entries, 2026-10-27. A sign-in link, form or wall seen on the captured pages.

A login on the page does not mean everything is behind it. Some sites show their guidelines in the open and keep only the source files, templates or high-resolution photos for signed-in users.

By sector, technology (31%) and finance (30%) companies show a login most often. Public bodies (8%) and consumer goods brands (4%) show one least often.

Share with a login, by sector
  • Technology31% percent
  • Finance30% percent
  • Media & entertainment23% percent
  • Education17% percent
  • Transport & logistics16% percent
  • Food & drink12% percent
  • Travel & hospitality11% percent
  • Non-profit11% percent
  • Retail11% percent
  • Sports10% percent
  • Public sector8% percent
  • Consumer goods4% percent

brandcenter.gallery, 788 published entries, 2026-10-27. Sectors with 25 entries or more.

What do brand centers measure?#

Most brand centers measure their visitors. 63% of sites run at least one analytics tool, and Google Tag Manager and Google Analytics lead by far. Adobe Analytics and Matomo follow, each on about 5% of sites. A consent tool was detected on only 28 sites (4%); many consent banners load through a tag manager, where the detector does not see them, so that figure is a lower bound.

Analytics tools on brand centers
  • Google Tag Manager41052% sites
  • Google Analytics35946% sites
  • Adobe Analytics446% sites
  • Matomo425% sites
  • Hotjar263% sites
  • Plausible Analytics111% sites
  • Microsoft Clarity41% sites
  • Siteimprove20% sites

brandcenter.gallery, 788 published entries, 2026-10-27. Detected from scripts in the page markup. A site can run several.

What the numbers mean for your downloads#

  • Name the format on every download. 39% of sites offer only ZIP packages, PDFs and other formats that are not image files. Unless the page says what is inside, a visitor looking for an SVG or an EPS has to download the file to find out.
  • Offer the logo as a vector file. Only 11% of sites offer one that a visitor can see before downloading. One SVG and one print file (EPS or PDF) cover most uses.
  • Decide what needs a login, file by file. Guidelines and standard logos are usually public; source files, templates and photos with usage limits are where a login makes sense. Our guide on how to distribute marketing assets to dealers covers access for partners.
  • Measure downloads, not only page views. Most sites already run analytics. Counting which files are downloaded, and by whom, tells you which assets to keep current.

How downloads and logins were counted#

Download links are the links on the captured pages whose text or address points to a file or a download (6,873 links on 584 sites). Formats were matched on the file extension in the address and on format names in the link text (ZIP, PDF, PNG, JPG, SVG, EPS, AI, font files, slide files and video). A login is a sign-in link, form or wall recorded on the captured pages. Analytics and consent tools were detected from scripts in the page markup.

Limits: the capture opened no file and no account, so the contents of ZIP packages and anything behind a sign-in are not counted. A link that names no format (a "Download" button pointing to a script) adds to the download count but not to any format. The full method is in part 1.

Frequently asked questions#

On the 788 sites counted, the most common are ZIP packages (35% of sites), PDF (27%), PNG (17%), SVG (9%), font files (9%) and JPG (8%). Press kits offer image formats most often: PNG on 38% of them, SVG on 16%. A vector logo (SVG, EPS or AI) is visible on 11% of sites.

Press kits are where vector logos are most common, yet only 20% of the 215 press kits show one, and 24% offer PNG or JPG images only. A press kit with one SVG and one PNG of each logo version covers most editorial uses.

35% of the 74 brand portals show a login on their public pages, against 17% of guidelines sites and 26% of press kits. Portals that show no login often still keep their full library for signed-in users.

Yes: 63% run at least one analytics tool. Google Tag Manager is on 52% of sites and Google Analytics on 46%. Adobe Analytics (44 sites), Matomo (42), Hotjar (26) and Plausible (11) follow.

Found a wrong figure or a missing product? Report an error with a source. How the data was collected is in the method section.