AnchorGraFX Design Co.est'd 2019 · Omaha, Nebraska
Logo & Brand Identity
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Project Creative Brief
Logo Design & Brand Identity

PURPOSE: The more I know about you, your business, your product, or your service, the better I can isolate and focus on an appropriate design solution that enables you to market yourself more successfully. Don't assume I'll be familiar with your industry terminology or processes — elaborate where warranted. Think through these questions carefully and with attention to detail. Work commences upon receipt of a 50% deposit via paypal.me/anchorgrafx.
Business & Identity
01
Who Are You?
What is your business, product, or service? What is your official name, and do you have or want a slogan or tagline? How long have you been in business? Are you a startup, an established operation, or undergoing a rebrand? What industry are you in, and what is your role within your company?
02
Your Objectives
Where do you want to take your business? How would you like to see it grow? What are your short-range goals after launching this new or refreshed identity? Are you entering a new market, launching a product line, rebranding after growth, or establishing a visual presence for the first time?
03
Desired Results & Vision
How would you like your business to be perceived by those experiencing it on a daily basis — customers, partners, competitors, employees? What feeling should your brand evoke? What does success look like from the outside, and what does your identity need to communicate to get there?
Audience & Market
04
Target Market
Who is your audience? Describe your primary demographic — age range, geography, income level, profession, values. How does your business engage with them today, and how do you want to? Are you B2B, B2C, or both? Who is your ideal customer, and what do they care about?
05
Competition
Who is your primary national or local competition — directly or indirectly? How is your company different from them? What do they do visually that you want to differentiate from? Are there brands in your space whose visual identity you find effective, and why?
Design Direction
06
Success Criteria
How will you judge whether this project succeeded? Increased sales inquiries? Better conversion rates? Stronger brand recognition? New market access? Employee or stakeholder pride? Define what "done well" means to you, and how you'll know when you've reached it.
07
Project Voice
What do you want your identity to say about you? How would you like people to react when they see it for the first time? What personality should your brand have — authoritative, approachable, innovative, grounded, bold, refined, playful? How should it make your ideal customer feel?
08
Color Preferences
What is your favorite color, and why? What is your least favorite color, and why? Do you have existing brand colors to work within, or is the palette open for development? Are there color associations specific to your industry you want to honor or break from?
09
Gauging Perception
Name a brand logo you genuinely like — from any industry — and explain specifically what you like about it. Then name something most people like that you personally don't connect with from a design standpoint, and explain why. Be direct. This helps me understand your actual taste, not what you think you should say.
10
Equity
Where would you like your business to be in ten years? Regional leader? National brand? Franchise system? Acquired? Legacy institution? How should your visual identity be designed today to support that long-term vision without needing to be replaced?
11 — Keywords
What keywords best describe your business? Select all that apply.
12 — Logo Style Preferences
For each axis, mark where you'd like your brand identity to land.
Pole A VerySomewhatNeutralSomewhatVery Pole B
FeminineMasculine
YoungMature
LuxuryEconomical
ModernClassical
PlayfulSerious
Abstract / SymbolicLiteral / Descriptive
MinimalComplex / Detailed
13
Additional Input
This is your opportunity to participate in the creative direction. Share any additional comments, context, or information you think is important as I begin the process. If you have visuals — inspiration, competitor work, materials you like, materials you hate — email them along with this brief to jeff@anchorgrafx.com. More information is always better than not enough.
14 — Deliverables Checklist
Check all that apply to this project.
15
How Did You Hear About AnchorGraFX?
Were you referred by a past client, found us through social media, a web search, a portfolio site, or somewhere else? Knowing how you found us helps us understand where our work is making an impact.