Brand identity: the brief before the logo

Explain who you want to reach

An identity does not begin with a colour. It begins with the audience, the offer and the way you want to be understood. Describe a concrete situation in which someone discovers your company.

A shop, consultancy and digital service have different first points of contact. That distinction helps choose priority materials and how much information each needs to carry.

Turn intentions into criteria

Words like ‘modern’ or ‘premium’ are not enough to guide a choice. Add examples and explain what interests you: readability, restraint, imagery or the personality of the typography.

Prepare a few limits too. A reference you enjoy may belong to a world too far from your activity. The brief should explain the reasons for a preference, rather than ask for a copy.

• The intended audience and message to communicate.
• The voice: direct, educational, understated or expressive.
• Materials needed for launch.
• Constraints such as small screens, print and documents.
• People providing feedback and the person approving the work.

Choose deliverables by their use

A logo alone does not answer every need. A useful set can include mark variants, a palette, a typography hierarchy and a few material templates. The scope depends on your activity and should be agreed before design begins.

Test proposals in context: an email signature, web page or business document. A convincing visual direction must stay readable when the format changes.

Prepare a clear handover

At handover, make sure you know which file to use for each channel. Short usage guidance and clearly organised exports help preserve the identity across new applications.

Identity design and trademark filing are distinct subjects. Name availability and protection require appropriate checks; graphic design does not guarantee either.