Brief to the logotype should explain the brand and its application. Specific information helps the designer create proposals that can be assessed according to common criteria.
What does a designer need to know about the name
Enter the exact record, the pronunciation method, the shortcuts used and the possible additions. Explain whether the name is already final. Changing its length at a late stage may require redevelopment of the composition, not just replacing letters.
Describe the recipients and situations in which they will see the sign. Placing on a page, clothing, document or small label sets different requirements. You do not need to anticipate every future application, but the most important thing is to know before starting sketches.
The inspiration should explain something.
With each example write what is interesting: simplicity, rhythm of letters, contrast, readability or way of combining a symbol with a name. The collection of attractive characters itself can lead to contradictory interpretations.
Do not order the reproduction of a logo with a changed name. The inspiration helps describe the direction, while the design should be created for a particular brand. Checking for the possibility of using and protecting the sign requires separate arrangements; similarities should not be assessed solely on the basis of one board.
Set criteria before you see proposals
The choice is easier to justify if the team has already agreed on expectations. These can be readability of a long name, quiet character, small-scale action and the possibility of using without an additional symbol.
For example, a company operating in several areas may need a mark that does not limit it to one product. A literal symbol of the current service may be attractive, but it is necessary to assess its conformity with the intended brand range.
Join the briefu:
- the name and description of the activities;
- the recipients and the main applications;
- existing materials;
- the characteristics desired and the solutions excluded;
- the decision-makers;
- Expected file package and usage rules.
Accept direction, then details
First decide whether the concept corresponds to the arrangements. Then work out the proportions and variants. Mixing a few independent proposals may weaken the coherence of the whole.
Practical tests describe assessment of the logotype, and the way in which comments are forwarded — cooperation with the graphic designer.
