Usage rights.
Who owns the photos, fonts, music and footage in your brand, and what you may do with them, checked and put in writing.
What’s included
(05)Paying for a photo or a shoot does not always mean you own it, and the gap often shows up in a new campaign or a new market.
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Photos and footage
Who holds the rights, where you may use them, for how long, and whether model and location releases are in place.
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Fonts
Whether the licence covers the web, apps, print and packaging you use it on, and whose name it is in.
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Music
What a track licence allows: which channels, which countries and for how long.
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Commissioned work
Whether work made for you by freelancers or agencies is assigned to your company in writing.
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Other brands in your content
When a partner’s logo or another company’s mark may appear in your ads or packaging.
When you need it
- You are reusing old campaign photos in a new market
- A freelancer or agency made your brand assets and nothing is in writing
- You are not sure your font licence covers your app or packaging
- A rights holder has written to you about a photo or track
How it runs
(04)You get a written scope, a fixed price and a start date before anyone begins.
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Collect
The photos, fonts, music and footage your brand uses are listed, with any licences and contracts you hold.
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Check
Each asset is checked against how you use it and plan to use it.
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Fix
Gaps are closed: licences extended, rights assigned, or assets replaced where that is simpler.
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Record
The terms for each asset are put in writing and handed to you.
What you leave with
- A list of the assets your brand uses
- The rights you hold for each one, and their limits
- Assignments or licences to close the gaps
- Written terms you can hand to the next agency
Also in Trademark & Legal
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FAQ
Answered questions.
Not always. Unless the rights are assigned to you in writing, the photographer may keep them and grant you only certain uses. It is worth checking before the photos travel to a new campaign.
Often not by default. Many font licences cover desktop use and need a separate licence for the web, apps or packaging. On our brand projects, fonts are licensed in your company’s name.
Sometimes, with care and usually with their written agreement. Using another company’s mark in your content has limits, and those should be checked before the ad runs.
