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During the creation or transformation of a brand, lots of assets are created that will be used repeatedly in the future. These include things like logos in various forms and sizes, icons, and illustrations.

Mastering is the process of tidying up these assets and making sure they exist in a format that can be used anywhere. That might mean tidying up illustrations, converting raster illustrations into vector ones, exporting individual files containing specific individual assets, and making sure assets exist in formats that can be used in both print and digital.

Good mastering avoids a situation in which slightly different versions of assets are used in different places, or a situation in which assets have to be regularly recreated.

Once mastered, assets might then be stored on a brand’s asset bank so that they can be downloaded and used easily in the future.