Identity Design Guide for Clients
We all know how important first impressions can be, so it’s vital that you make yours an accurate, positive and lasting one. Get it wrong and it could be damaging. Get it right and it will do the talking for you! Your brand is essentially a representation of you – it’s the lasting emotional connection that users associate with your business once they experience it. Branding encompasses everything from your visual identity, products, services, marketing campaigns and online presence to your store, staff, customer service and everything in between. You are unique and your brand should reflect this. You want who customers think you are to match who you really are.
The design process however is not always an easy or straight-forward one, as design is rather subjective in nature. In order to create an effective solution, both the designer and client must work closely together to communicate their individual ideas and requirements. With this in mind, below you’ll find a list of topics (or the 6 D’s as I like to refer to them) to consider when contacting your chosen designer. Answering these questions will not only help you determine what exactly it is you are looking to achieve, but also aid your designer in gathering the necessary creative brief for the project so that they can fully understand your specific goals – the result of which will be a solution that will not only match, but hopefully exceed your expectations.
- Is this a new project or a re-design of an existing brand?
- Describe your current business, product or service
- Could you specify your main business goals and objectives?
- Who will be the main decision maker(s) on this project?
- Who are your main competitors and what differentiates/sets you apart from them? Why should customers choose you over them?
- Who is your primary target audience? This could be based on demographics such as age range, race, gender, employment level, social & economic conditions, education, income or geographic location
- Do you offer your target market anything that others do not? Competitive advantage?
- What problem does your current business, product or service solve for customers?
- What will be your main source of advertising? How and where will a potential client discover your business? Newspapers, magazines, directories, print marketing materials (posters, flyers, leaflets, brochures), online (website, email, social media etc)
- What impression would you like your business to create for customers who experience it?
- What keywords best describe how you would like your business to be portrayed going forward? Trust, loyalty, dependability, traditional, corporate, professional, established, edgy, modern, high-tech, fun, creative etc.
- What would you like your new logo/identity to accomplish? Stand out from the competition, highlight a new product/service, upgrade the outdated image etc
- If you have an existing brand, why is it currently not working for you?
- Is there a unique story behind your business or business name? Family business etc
- Is there anything specific associated with the your business that is important to emphasise?
- Are there any specific elements you would like to see incorporated in your logo? Icons, symbols, imagery, characters etc
- Do you have a tag line or slogan for your business which needs to be included?
- Do you have any colour preferences or existing brand colours which must be adhered to? Existing brand guidelines
- Are there any restrictions on the design?
- List/provide links to 5 logos that you like or feel worked well? Explain what caught your attention or why were you drawn to those in particular
- Similarly, list/provide links to 5 logos which you believe do not work well and explain why…
- Where will the logo primarily be used and in which mediums? Printed materials, website, signage, vehicle, clothing (embroidery), merchandise, products etc
- Are there any production restrictions or considerations? Size, colour, format etc
- Is there a time frame or specific deadline for project completion?
- Please provide your project budget? Ballpark figures will suffice
- Will you require any other design services in addition to a logo? e.g. stationary, print marketing material (posters, flyers etc), website presence…
Should you have a particular project in mind, I’d invite you to take a look at my Project Kickstarter. It’s essentially a short questionnaire (similar to the points above) which will allow you to explain a little more about your project – just so I can provide a better and response!
View my Project Kickstarter now!