Logo development brief

Marketing section

What is your product / goods / service or company?

Describe your product

Brand essence (the core idea (mission) of the product)?

Briefly state the essence of your brand

Unique selling proposition of the product?

Why will the consumer want to buy your product (compared to competing ones)? Product positioning (the main distinction from key competitors).

Name 3 key characteristics/advantages of the product?

Rational and/or emotional

For whom?

Describe the product’s consumer.

What does the consumer need your product for?

What consumer problems does it solve, and how does it make their life easier?

When and how will the consumer use your product most often?

Example: at work, at home, on vacation, at the moment of consumption / during the day, at night, at the gym

Is your product familiar to the consumer?

Choose one option. If you select several, explain why in the “Other” field.

The product is innovative and the consumer needs to be accustomed to using it.
The product is familiar but has improved qualities compared to competing products.
The product does not differ from competitors; it is the same.
Other

Under what conditions will the consumer most often purchase your product?

Select one or more options.

Firmly planned
Partially planned
Impulsively
Other

Price characteristics of the product

Price segment

Describe your 2 main competitors according to the following parameters:

Name, competitor’s strengths relative to your product, competitor’s weaknesses relative to your product, competitor’s USP, how long the competitor has been on the market compared to your company.

What else, in your opinion, is important for us to know about the product/brand so that our work is more effective?

What else?

Design section

Specify which words should be in the logo.

For example: Habsida Design Agency.

What feelings should the visual design evoke in the consumer?

What brand image and character should be formed?

Which imagery and solutions, in your opinion, are unacceptable for use (why)?

Briefly write your thoughts.

How do you envision your logo and style?

Which characteristic should it correspond to the most? Rate from 0 to 10, where 0 = does not correspond and 10 = corresponds to the maximum.

Masculine

Feminine

Young

Mature

Luxurious (Premium)

Affordable (Economy)

Playful

Serious

Simple

Complex (visually heavy)

Refined

Flashy

Which type of logo, in your opinion, is preferable for creating the desired brand image?

Select no more than 2–3 options.

Which style of the logo’s graphic solution do you consider preferable for creating the desired image?

Which colors, in your opinion, are preferable for creating the desired image?

Provide examples of logos and styles of other brands that you consider successful (why)?

You may include a link to the logo / website and explain why.

Provide examples of logos and styles of other brands that you consider unsuccessful (why)?

You may include a link to the logo/website and explain why.

What else do we need to know to clarify the task of developing the brand identity?