How to Write a Brief for a Graphic or Logo Designer
Before a graphic designer can develop a quality project for your brand, you need to have a quality brief developed for them. Writing a brief might seem like a daunting task, but it can easily be accomplished by keeping several key points in mind.
Have a Solid Business Plan Ready
Do not try to develop a brief without first developing a solid business plan and/or model, according to David Airey. The graphic designer is going to use the vital information found within that model to build a foundation for their projects. Without knowing very much about your company, he or she will not be able to exceed your expectations. If your business plan has thoroughly been thought out and developed, it becomes much easier for your chosen graphic designer to do the same with your project.
Have a Detailed Explanation of Services
In addition to having a completed business plan, you need to have a full understanding of the products and/or services that your company offers as well. Keep in mind that your graphic designer comes to the table with a very minimal amount of information about your brand and business objectives. Providing them with a detailed explanation of your products and services will make it even easier for them to become acquainted with the inner workings of your company.
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Identify Clear Project Objectives
Within the brief, you need to identify clear project objectives and expectations for your graphic designer to follow. When working with the average graphic designer, Designhill provides an abundance of resources and support opportunities that will assist them in achieving those goals. However, you have to make sure that the objectives are identified upfront in your brief so that you and the designer will start off on the right page.
Some typical examples of project objectives that can be added to the average brief include refreshing existing products/services, driving traffic and increasing sales, distinguishing your brand against the competition, entering a brand new market, or even establishing brand consistently throughout your company. According to Better by Design, the project should be defined in terms of what the finished design will do for the company. When working with a graphic designer Designhill will assist them to meet those objectives through support and collaboration opportunities with others.
Don”t Forget about Related Designs
There are some cases in which the design project will directly relate to other branded material – either from an existing brand or a new sub-brand under development. Due to that relationship, the designer may need to comply with specific guidelines in order to preserve the brand identity. If that is the case, do not forget to add these brand standards and guidelines to the brief. These standards are vital for the success of the project and should not be concealed for any reason. Otherwise, you may face unnecessary delays and revisions in order to comply with those standards on the backend.
Color Recommendations Are Essential
When working on any graphic design project, especially a business logo, it is important to pay close attention to the color palette chosen. Along with images and actual wording, colors convey their own message and need to be considered carefully, according to Design Shack. You definitely do not want your overall design and the colors chosen for that design to relay conflicting messages and tones.
Use the brief to specific any color recommendations – such as your company colors, etc. This will help to make sure that the designer conveys a consistent message with every aspect of the design – including the colors used within it.
Set the Bar of Expectation
The brief needs to disclose your specific expectations and requirements in vast detail. This is not a topic to save for a future conversation or towards the end of the project after a first draft has been submitted. Reveal your expectations to the designer upfront. Specify exactly what you expect when it comes to such things as communication, deadlines and materials.
If you would like to have regular meetings or at least conference calls in order to stay updated throughout the duration of the project, for example, this is the type of expectation you need to list within the brief. There should be no surprises when it comes to your expectations and requirements at any point during the project timeline if you discuss these topics upfront in the brief.
Just Think About a Proposal
When you think about a brief for a graphic designer, try to view it as an ordinary proposal – such as for a client or a potential investor. Everything that they need to know about you, your company, your expectations and what you will bring to the table needs to be outlined in detail within that brief. This will save a considerable amount of time, because the designer will not need to go back and forth with you asking questions that have already been answered within the brief.