Worksheet
Brand brief worksheet
Questions to answer before a logo or brand identity project, so the design has something to work from.
Answer these in your own words. Long answers are not needed, but honest ones are.
The business
- What is the business called and why
- Where does it operate
- Who buys from you and what do they care about
- What do you want people to say about you when you are not in the room
The look
- Three words that describe how the brand should feel
- Three words that describe how it should not feel
- Names or brands you like, and one thing you like about each
- Any colour you already use, or want to use
- Where the brand will appear most often
The practicalities
- What you need delivered: logo, colours, type, templates
- Sizes and formats you need, such as signage or packaging
- Who supplies print or merchandise on your behalf
- Any name or mark you are not allowed to use
The people
- Who decides on the final design
- Who has to be shown before a decision is made
- When the identity needs to be ready
Bring this to the first conversation about a logo or a rebrand.