Design Brief Tips | How To Write A High Quality Logo Design Brief
Design Brief Tips | Logo design is often seen as a quick and simple task; you find a small graphic, paste it next to some text and the job is done! In reality there’s a lot more to it, which makes the entire process of designing a logo or building an identity a challenging task. The process of designing a logo is an extensive one, with pretty much endless choices when it comes to color, font style, the layout of the logo design itself, and the image the company wants to portray. It is even further complicated by another thing: what a client expects to get and what a logo designer gives them when they complete the design aren’t always the same thing.
A design brief is a written explanation – given to a designer – defining the goals, objectives and milestones of a design project. How many times have you gotten a graphic proof that looks completely different than what you were expecting? A well-written graphic design brief simplifies the process and helps you get the results you actually want. It also helps build trust and understanding between the client and designer – and serves as a vitally important point of reference for both parties. Above all, the design brief ensures that crucial design issues are considered and questioned before the designer starts designing.
Company Overview | Design Brief Tips
Professional logo designers know that every industry has certain expectations when it comes to their branding marks and business logos. That’s why it’s essential you’re prepared with solid information about what your business does and the industry that it operates in. Explain what your company is all about, including the history, values, products and services. This will help the designer you hire understand your business philosophy and come up with concepts that effectively convey it. What sets your business apart from others in your niche? Where do you see your business in 5 years? 10 years? 50 years?
Target Audience | Design Brief Tips
It is important that you provide your designer with a clear definition of your target audience: who they are, what they do, where they live, their age group, likes and dislikes, etc. If you’re trying to target different groups, make sure to include them all in the order of importance, or select the groups that are most relevant to the project. Do your potential client already know about your product or service? What motivates them? Why do they want this product?
Competitor Information | Design Brief Tips
All your marketing materials should have a unique look that reflects your distinctive brand positioning and helps you stand out. Provide your designer with your competitors’ catalogs, brochures and websites as well. Look what’s out there and try to come up with something new. In other words, stay up-to-date on your competitors’ moves and work on creating your own unique identity. How are you different from them? What do the competitors logos look like? What colors are being used?
Work Examples | Design Brief Tips
We all have our favorite brands that inspire us, so make a list of your favorite websites and other marketing materials that reflect the design principles you value, whether it’s simplicity, clean look, smart creativity, or clever use of negative space. It is good to go out and gather more inspiration on your own so that your designer can look to other design treatments which oftentimes lead them to explore another whole realm of ideas that may not have come to their mind otherwise. Make sure to include samples of your company’s current marketing materials as well – even if their only purpose is to explain what you don’t want from your new marketing materials!
The Identity System | Design Brief Tips
The identity system usually starts after the logo is complete. The goal of the identity system is to form a systematic visual language around the logo — one that compliments the design thinking of the logo and offers a family of useful, flexible elements that will help to design the rest of your marketing and business collateral. Consistency is key to building a distinctive brand identity. Make sure you clearly define your corporate guidelines and prescribe the logo usage rules, typeface system, color palette, layout guidelines, and more.
Budget And Deadlines | Design Brief Tips
Last but not least, when asking questions about logo design (or any design) it’s crucial to nail down details about budget, timing, and scope. Start by asking your designer for a realistic time estimate for completing the project and work around that date. Keep in mind, though, that a very tight deadline or a limited budget might affect the end-result.