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How to write the perfect brief: Logo/Brand ID

Let's take a look at the main aspects Hatchly needs to create the perfect logo & identity

A logo and identity is the heart of any business, so making sure the brief is perfect is of the utmost importance!

Let's break down the main things Hatchly needs to help create the perfect logo & identity:

1. Information about the business

It is important for a Hatchly designer to understand who they are designing a logo for and what the business represents. So things to include here are, but not limited to:

  • Description of product/service, target audience and industry
    This allows the designer to gain an insight into the background of the business so they can pick out keywords and (if necessary) translate it into the design
  • Brand values e.g. luxury, playful, corporate, SaaS etc.
    There is a big difference in a logo design dependent on the values of the business and a designer can render these values visually with design elements. Notice the difference:
Playful logo example by Matic Branding
Luxury logo examples by Wardian London

  • Company name
    Might be stating the obvious but it can be overlooked and can determine how it is to be presented! Are you wanting spaces between the words? Uppercase/lowercase? Needing to appear on multiple lines? Inside of a box?
  • Company Slogan (if necessary)
    Are you wanting this incorporated into the design or left out? Regardless, it's important for the designer as the slogan might play a key piece in the overall look and feel of the logo

2. Convey the desired logo style

  • Communicate the type of logo you need
    There are a few options to choose from. These could be; Wordmark, Pictorial (or logo symbols) mark, Lettermark, Emblem logo, Mascot logo, Abstract mark, Combinations etc. This could save a lot of time from the start and if you are not entirely sure which to go for, suggest a couple of different options or the designer would be happy to make a recommendation as well
Abstract logo example by Ahmed Creatives
Mascot logo example by Alexandra Erkaeva

  • Design Style
    As well as the type of logo you need, it's always worth providing some example of design styles that you like. For instance, would you like it vintage, flat, minimal or skeuomorphic? More on that here and some examples as follows:
Flat logo design example by Stevan Rodic
Vintage logo design example by Andy Boice

  • Colours
    Our Hatchly designers will be able to make recommendations on colours that work perfectly for the business. However, colour suggestions are always welcome in a brief and can be as simple as stating "blue and black" or you may prefer to send over a picture of an image that you would like the designer to pull the colour from.
  • Initial Inspiration (mood board)
    A mood board can feature a whole host of images ranging from previous designs right the way through to colour palettes. A helpful mood board for a designer can include, but not limited to:
    - Existing logos that you love the look of
    - Colour palettes
    - Fonts
    - Keyword imagery relating to the business
    - Symbols/icons related
    - Imagery of where the logo will be applied e.g. sign on side of building or inside window of cafe

    A great place to source imagery for a mood board can be (there are many more):

    At Hatchly, if necessary, we shall expand on your mood board and/or create a mood board for you based on your supplied brief. An example of a good mood board we have worked on can be found here.

3. Timings

Good design takes time and there is no simpler way of putting it. The more time a designer has to work on a logo, the better (most of the time). Although there are occasionally "ah ha!" moments, the majority of a time requires periods of research, experimentation and exploration and that's part of the process of being a designer.

Whilst designers are happy and capable of applying "fast-track" methods to get a design done, planning ahead and starting the design process as early as possible increases the likelihood of an amazing design.

4. Summary

Following this process, giving clear directions/feedback/instructions and listening to a designer will make for a perfect brief and project!