Monday, October 24

Briefing a Better Logo. Part 1

This is a 3 part guide for Small Business Owners, and new business start ups to guide them though how to work with a freelance designer or agency when setting up their brand. Parts 2 and 3 will follow on Wednesday 26th and Friday 28th of this week.

In Part 1 of Briefing a Better Logo I'm going to look at how to prepare a brief for an agency when you want a new logo, later we'll talk how to develop this, and some of the hollow promises to look out for from crappy designers.

I'm not going to talk about specific design, form or typography, but the route to a successful logo through the focussed communication of ideas.

To begin with you need to consider three questions, you need to discuss these internally and form succinct, honest and non-bullshit responses all of which avoid the terms 'Out of the Box' and 'One-Stop-Shop'. 

Brand Foundations Questions.

1. What do you want to say?
What is your proposition, what do you do, what is your Twitter Pitch?

2. Who do you want to say it to?
Who is your target market, what do they do, what do they like, how do they talk?

3. Why do you want to say it?
What makes you special, what makes your products different and what can you leverage from that?

With these questions answered you have the foundations of a solid brief, and something that a designer will be able to instantly start putting ideas together with. 

Everything you've learnt here should go into each tiny form of the logo, these answers will help evolve the colours, the typography, the emblem and the wording on the logo, but this isn't enough, to get exactly what you want you need to drill down into more detail, and I'll tell you how to do that in Part 2 on Wednesday 26th October.

Read the whole Series.

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