Epiphany Editing & Publishing

How do you attain the best logo or corporate branding design for your business? The answer is to compile an informative design brief.

Whether you are a designer or a client, an effective design brief is the single most critical factor in ensuring the success of any business branding project.

What is a design brief?

A design brief is a written document that focuses on both the aesthetic outcomes of the corporate/marketing design and also the business objectives of the design project.

The design brief allows you (the client) to focus on exactly what you want to achieve and to clearly communicate your ideas and impressions to the designer before they commence work on the project.

How to write an effective design brief

The first step to writing an effective design brief involves answering a few key questions to give the designer as much detail as possible about your requirements and expectations.

The following list of questions provides a good starting point for drafting a successful design brief:

  • What does your business do?
  • What are your organisational goals?
  • How do you differ from your competitors?
  • Who is your target audience/market?
  • What text and images do you require?
  • What are your specifications in terms of desired outcomes (i.e. print items such as business cards and corporate stationery, website, car/shop signage, social media presence) for your project?
  • Have you got a benchmark in mind of what you want to be the end result of your project?
  • What is your expected/allocated budget?
  • What is your anticipated time scale/deadline?

Providing the designer with detailed information about your business branding project including things not to do and styles that you do not like will give them an idea of what to avoid when creating your logo/marketing identity. This is an important yardstick in preventing disappointment on your behalf. Likewise, you should ensure that you have prepared a comprehensive schedule for your project and set realistic targets and deadlines for completion of the design work.

Kirsty Ogden is a professional editor and graphic designer. She is passionate about helping people to create a powerful business marketing message via an attractively designed and articulate print publication.