Construct the Creative Design Brief

The first step in any professional design project is to build a creative design brief.

To understand the client and their needs, we must ask questions and develop a clear
understanding of their business, their industry and the issues they have been having.

This initial phase of the graphic design process stages can be completed however the
client is most comfortable — be it over the phone, in person, using an online design
questionnaire or simply via email.

Ultimately, the purpose of the design brief is to help the designer understand the project,
so the more they know, the better they can communicate through the initial design
concepts.

1.1 — What is a Creative Design Brief?

A creative design brief is a document intended for a design or development project,

created during a consultation between the client and the designer.

In our case, it is a set of around 20 questions and takes approximately one hour to
complete in full. The more complete the answers, the better we can communicate
through the design concepts — so we advise clients to spend time in completing it.

1.2 — What Questions do we ask Clients?

The logo and branding questionnaire we use is broken down into several key areas:

– About Your Business — What does your business/product do? What problem do you
solve for your customers? What about your background, product or service sets you
apart from your competitors?
– About Your Customers — Describe your ideal client, What is the primary message you
want to convey to your customers?
– About the Project — If you have an existing brand/identity, why isn’t it working for you?
Please share three links of Brands/Logos that inspire you. What do you like best about
them? Using five adjectives or short phrases, describe your brand’s desired look and
feel.

2.0 — Research & Discovery Phase

Once the answers to the questionnaire are complete, we will go through and build up a
solid base to work from moving forwards.

Further questions may arise, which can be discussed so we best can understand the
project before getting started.

2.1 — Client Discovery

We look into the existing business (unless it is a brand new startup) and try to uncover
where they are at currently, in regards to Branding overall.

There may be facets of their business that had not been mentioned in the initial
consultation, but the key point to client discovery is to understand their issues further to
provide the best solution possible.

Often, the client may not know ‘why’ their brand is struggling, but to an expert brand
consultant, looking to their current setup may provide meaningful answers in the graphic
design process.

2.2 — Industry Discovery

Working in so many varied industries, learning about the particular ’niche’ the client
resides in is always important.

We look at their competitors to see what they are doing — if they are doing well, we
consider what they are doing right.

If they are doing things badly, we can quickly know what to avoid to help our clients
succeed.

2.3 — Primary Research — Qualitative Research & Quantitative Research

For more comprehensive Brand Identity design process, we delve deeper into the
research levels of the Brand in question through Qualitative and Quantitative research
methods.

Naturally, this takes a lot of time, so the lower priced logo design packages will tend to
skip over this part.

Qualitative Research is primarily exploratory research.

We use it to discover reasons, opinions, and motivations — it provides insights into the
overall problem.

Qualitative Research is also used to uncover trends in thought and opinion.

Quantitative Research is used to quantify the problem by way of generating numerical

data that can be formatted into useable statistics.

It is used to quantify attitude, opinion, behaviour, and other defined variables — and
generalise results from a larger sample population.

Quantitative Research uses measurable data to formulate facts and uncover patterns in
research.

2.4 — Secondary Research

If possible, we will delve deeper into the client’s existing Brand Identity, looking into their
existing Brand collateral such as reports, stationery and of course the website.

Part Two — The Logo Design Process Steps

3.0 — Logo Sketches & Brainstorming

Every great logo design starts with a sketch.

Be it a doodle on a napkin, or a carefully crafted pen crafted illustration — every project

starts with on paper.

Often sketching or doodling client’s with a rough brainstorming session, usually visual in
nature.

3.1 — Mood boards and Reference Imagery

Mood boards and reference imagery are collected from the start, occasionally with
assistance from the client who has sent over images that portray the look or feel of what
they want communicating in the logo design.

It can be hard to describe ’themes’ or colours in words, so we recommend the client

send us over some visual inspiration if they can.
3.2 — Quick Sketches and Basic Forms

From the very first sketch in the notepad, there may be visual iconography or shapes
that are appealing, and worthy of development.

At this stage, we may move to grid paper or dotted paper, redrawing and enlarging the
original design, and refining with a pen for the next step.

3.3 — Refining the Logo with Gridlines

Further development of the logo sketches may take the form of grids and lines being
drawn to balance and align things correctly.

Even organic shapes can be improved with a constructed grid, be it how

the logomark could potentially sit alongside the logotype.

4.0 — Conceptualisation

Although conceptualisation can be defined as ’the forming of a concept’, at this point in

the logo design process for clients, it is more a case of refining an idea further, by way of
getting onto a computer.

The ‘idea’ is given a new viewpoint, when it can be viewed on a screen, allowing for us to
observe any immediate concerns that may have been overlooked in the sketch.

4.1 — Creating Digital Versions from the Sketchbook

Working either with a scanner or recreating manually in Adobe Illustrator, the primary
forms will be digitally constructed.

Having digital versions allows for quick amendments, adjustments and the ability to
efficiently fine-tune the designs.

4.2 — Exploration in Monotone

Before colours are applied to any design, consideration of the logo must be taken in
monotone black and white shades.

These are the extremes of colour, light and tone.

We see a lot of poorly created logo designs where the designer did not worry about how
the logo would look in black and white.

Even though ‘fax’ as a medium is dying out, a great logo design must have the ability to
look good in any format, in any output.

4.3 — Creating a Logotype

Once we have some rough ideas to work with for the logomark, we will start to think
about how the company name will be represented through the logotype.

We will have a general idea of the style of typeface we are looking for, such as a
contemporary sans-serif or old style serif, but finding the perfect font for the job involves
browsing through an extensive font library we have collected.

If we want to be communicated find anything that fits the bill, a stylistically ‘close’ font
may be customised to fit the needs of the project.

This can be advantageous, as it further creates a unique quality to the Brand, however,
expanding this out to a bespoke font may add to the costs involved.

4.4 — Pulling it all together

Once we have a handful of typefaces that are appropriate to the Brand, we will explore
how they look side-by-side with the logomark symbols created previously.

Related Article: 5 Signs It’s Time to Refresh Your Logo Design

Several chosen colour palettes will be integrated into the design, to see what feels like
the strongest approach.

Ultimately, this part of the logo design process stages involves many comparison prints
where they can be considered on one page.

5.0 — Refinement & Client Presentation

At this juncture, the strongest logo concepts will be collated into a client presentation
document.
We will show how the logo looks on various background colours, at different scales and
alongside some logo mockups, such as a rendering of the design on a uniform or vehicle
wraps.

This helps the client visualise their logo in a ‘real world’ setting, rather than just central
on a page.

5.1 — Colour Scheme Exploration

Other alternative colour schemes may be presented to the client at this stage, again, to
help visualise the potential of the concept.

As we said before, colour is very subjective, and a simple shift of hue can make the
world of difference.

Maybe one of the red tones is quite vivid or a tone too light, we can show some quick
alternatives to suit every eye.

5.2 — Future-proofing Adaptability

Consideration of ‘how’ the logo may know in future is taken, for we believe a logo should
be timeless, rather than create issues down the line, or appear dated in just a few years.

5.3 — Creating Digital Mockups

Showing how a concept could look in real life if the client were to use it on a shirt, for
example, can help them see the idea itself over the visual aesthetic.

It always impresses too, so we spend some time ensuring appropriate mockups are
included.

5.4 — Logo Design Presentation to Client

The initial logo design presentation is exported to a secure PDF format, allowing them to
view on screen or print out.

Printing is always recommended as their monitor may not show colours accurately, and
the embedded print profiles allow for a more accurate representation.

Each concept has its PDF, ranging from 5–10+ pages depending on the scope of the
project.
6.0 — Feedback & Consultation

We advise clients to at least spend a few days, to a week, with the initial concepts,
although first impressions are always worth noting.

Print them out, stick them around the house or office and let the eye be drawn to them
randomly, and naturally, as any real life viewer may do when encountering the Brand.

Get feedback from trusted friends and family, including any current employees who of
course will understand the Brand through their involvement.

Even if there are mixed opinions, all are valid and provide direction that allows us to
improve anything that may be needed.

After that, a meeting can be arranged, or feedback can be provided via email to move
forwards.

Occasionally, we will have more questions at this stage to further extract detailed
feedback from the client.

6.1 — Discuss Logo Concepts with Client

We will spend some time discussing the concepts with the customer to gauge feedback.

The discussion may take no time at all, if the client has found one of the concepts to be
perfect, to several hours if they have any uncertainties or questions that need clarifying.

It is all part of a professional graphic design process!

6.2 — Advise and Provide Guidance on Selection

Normally, when we present initial concepts to clients, we will have a view on the
’strongest’ idea from the start, and showing the client these inherent qualities is often
part of the discussion.

6.3 — Discuss Potential Developments the Client would like to see

Development varies considerably between projects, but overall, it is easier to develop the
aesthetic side as supposed to the conceptual.
Aspects such as an alternate colour scheme or typeface can change the ‘look’, but the
significance or meaning behind a logo is much harder to modify.

7.0 — Concept Developments

Based on the feedback and discussion with the client, we will look into developing and
tweaking a chosen concept.

This may be minor changes to the colour scheme, looking at different layouts, or
presenting some alternative typefaces for consideration.

In almost every case, one concept will be perfect for the client, but on occasion, we have
had to go down two chosen routes where a client simply cannot decide.

Usually, at this point, only one or two development cycles are needed, as it comes down
to a colour or style element.

8.0 — Completed Graphic Design Presentation

Similar to the initial concepts presentation, this stage involves a more focused approach,
where one concept has been fully fleshed out.

Further mockups, and realised stationery or business cards could be presented as the
next logical step.

Part Three: The Branding Process Steps

9.0 — Expansion to Brand Collateral

Once the final logo design has been signed off, providing that is not the end of the
project based on the client’s needs.

We can move to expand the logo onto the further branding process steps.

As mentioned before, a typical example is the company stationery.

Related Article: Are Vehicle Graphics Effective?

Everything from the letterheads to the business cards or marketing materialscan be
created.

9.1 — Create Branded Stationery based on the Final Logo Design

Based on the physical location of the client, consideration has to be made of the local
stationery dimensions.

A letterhead to a UK printer is very much different to that of a US-based printer.

We have created several templates that suit the global location of the customer, so it is
just a case of working build the specific layouts.

9.2 — Expand the Branding onto Social Media Elements

different and we ensure clients are thinking about that through creating their social media
design.

From the social network profile images to the banners and headers, current dimensions
are used to ensure everything looks perfect for the big reveal of the new Brand Identity to
the world.

9.3 — Provide any Further Brand Collateral Required — Vehicle Wraps, Signage, etc.

This step in the Graphic Design process is always individual to the client, as not every
business would need external signage for example.

If you run a gym, you may need to be Branded with uniforms, or if you own a car
salesroom, vehicle wraps may be the better fit.

10.0 — Final Files, Delivery & Support

Everything is created in Adobe Illustrator, in vector form and can be exported to any
format required.

The standard files consist of: .AI (for future editing if desired), .EPS / .PDF (for printing),
.JPEG (for viewing) and .PNG (with a transparent background for web use).

The Vector file formats allow for the maximum range of output because you can scale
the size without a loss of quality or sharpness.
This means that the same logo design that looks great on a business card will also look
perfect on a billboard.

10.1 — Export all Final Files and Organise

The final files for a project will be neatly arranged so that the files are clear where they
are to be used.

All the appropriate formats and layouts are included, along with monotone black and
white versions for varied usage backgrounds.

If there is any ‘layout’ design, such as brochures or marketing flyers, files will be
packaged in InDesign to include the images and fonts used, where applicable.

10.2 — Create Brand Guidelines Document

Brand Guidelines are just the ‘rues’ of how the Brand is to be presented to the world.

They can be passed along to a web developer who can see the exact colour values
quickly to be used on the website, and what fonts are to be utilised in the content.

Similarly, these guidelines can be sent to a printer to ensure maximum accuracy when
the documents are printed, through Pantone colour values.

10.3 — Send ZIP to Client and Archive in Dropbox

Everything is zipped up and emailed to the customer, CC’ing any additional employees
that may need access to the original files.

We then permanently archive the ZIP file into our Dropbox, allowing the client to have a
backup should they misplace the designs.

10.4 — Ensure Client Understands all Final Files and give Usage Instructions

We want to make sure the client knows how to use the designs they have paid us for, so
we are on hand to provide immediate assistance or to answer any questions they may
have, at any point in the future.

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