The designer will select “that very” image faster if he has references at hand – design options you have selected that you think are suitable for the project. If you have not yet decided, then make a moodboard with a collage of pictures, and also suggest font and color scheme options that create the right atmosphere.
How to fill out a brief for creating a logo and corporate identity
Avoid vague wording
The more abstract the wording you choose, the further the finished design will be from the ideal. When describing something, we often use epithets. They really do decorate our speech, but when it comes to design, remember: different people interpret them in their own way. For example, if you mention an “unusual font,” you will need to give it a more detailed description.
The perception of color is even more subjective. When vietnam whatsapp number you specify "dusty pink" as the desired color in the brief, be sure to attach an image of it as a sample.
Unusual font.
Fine:
A hand-drawn font. For example, look at the Ray-Ban logo .
Think of a brand as if it were a person
A designer won't be able to develop a memorable corporate style if he doesn't feel the character of your brand. Your main task is to help him with this. We'll tell you how to fill out a brief in this case using the following example.
Try to imagine that your brand is a living person, and therefore it has its own special, unique character. Describe it in as much detail as possible. What is your brand? Can you call it an extrovert or is it closer to an introvert? Is it sociable or, on the contrary, withdrawn and taciturn? Tell us what manner of communication is usual for it.
Maybe there is something unusual about his appearance? Describe the things and objects that such a person likes. Tell about his apartment, car, accessories, etc. All this will help the designer "catch" the character of the brand and create the right image based on it.
Badly:
A person who loves to socialize and ride a bike.
Fine:
A young, sociable girl who watches her figure and prefers to lead a healthy lifestyle. She loves nature and consciously cares about its preservation. Participates in various environmental campaigns.
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Developing a brand identity is a creative work, where mutual understanding between the client and the contractor is important. The speed of the project and the final result largely depend on how well the client can fill out the brief. If you immediately draw up a detailed technical specification, then you will be able to avoid numerous edits in the future. Do not fill out the brief "for the sake of it", then the corporate style will truly become a reflection of you and your company.
Author: Yuri Kosagovskiy
Managing Partner, Branding Expert