All graphic design starts with a brief – a set of design instructions.
The most successful graphic design briefs – for logos or any type of design – make it clear what you want designed, what you want your design to say and who it’s saying it to. Here are some useful headings to structure a brief:
Background to the brief: a short paragraph with the main features of your business or organisation and what it does, the background story to where you are now.
Deliverables: the design shopping list, for example, (1) logo & main strapline (2) logo with alternative straplines (3) visual identity guidelines to show how to apply the design (4) business stationery.
Schedule: Deadlines for delivery of each item in the deliverables list.
Objective of the design: why do you need this new design? What function will it perform? How will you measure its success?
Market differentation: What’s the difference between what you offer and what your competitors offer?
Target audience: Everything you know about your customers, visitors or users.
Key messages of the design: for example – “we are a young team with a refreshing back to basics approach, ensuring clients budgets are used effectively”.
Key words to guide the design: for example, “youthful, refreshing, simple, accessible, contemporary, …”
Design considerations: Any design decision that has already been fixed: for example: does the new design have to tie in with any existing design? Does the new design have to work alongside partner logos? Are any colours unacceptable? Are there any key design references you would like to be considered?
Some clients really appreciate us writing the brief with them, other clients contact us with a fully written brief. Either is fine!