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Logo Design Brief for a Business Entity

Logo Design Brief for a Business Entity



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Published by Martin Jelsema
The tool I use to gather essential information prior to beginning the design process for a corporate logo and graphic standards.
The tool I use to gather essential information prior to beginning the design process for a corporate logo and graphic standards.

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Published by: Martin Jelsema on Jul 17, 2008
Copyright:Attribution Non-commercial


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Logo Design Brief for a Business Entity
This document is supplied in Microsoft Word format (.doc) so that you may fill in theanswers in the tables provided. The tables will automatically expand if they are filled outon the Word platform.
1) Describe the business entity, its purpose/mission/vision/reason for being2) What is the entity’s structure? (sole corporation, subsidiary, franchisor, jointventure, etc.)3)
What products/services does the entity provide? Will these products/services bebranded separately from the entity brand or will they “reside” under the entitybrand?
Copyright © 2005 by Martin Jelsema
4) What market(s) does the entity compete in?5) Who are the competitors? Provide the names and copies of their logos as well asdescriptions of their products/services.6) Within each served market, describe the major buying influences. Includedemographics & life styles for consumers, corporate functions & levels for B2Bmarkets. Include customer motivations, habits and “hot buttons” if known.7) What are the key features and characteristics that differentiate this entity from itscompetitors?
Logo Functions & Descriptors
1) Here is a list of characteristics and attributes prospects and customers may use todescribe an entity, and to which an entity might aspire. Boldface or color the five thatare most appropriate for the entity. Add others not listed beneath the table.
Adventurous Ageless Aggressive BrilliantCheerful Competent Competitive ConfidentDependable Devoted Excellent ExcitingFirst-class Friendly Fun HappyHelpful Honest Innovative InsightfulIntense Likable Optimistic PersistentPrestigious Progressive Protective QualityRespectful Romantic Safe SkillfulSophisticated Spiritual Strong SuccessfulThrilling Timeless Timely TranquilTrendy Trustworthy Whimsical Wise
2) This list contains “personality” descriptors. Boldface or color the three or four mostappropriate descriptors that honestly reflect the entity, its vision and culture, whilealso imparting the “image” most appropriate in attracting target market(s).
Add anyothers not listed in the space below the list.
Assertive Beauteous Bright Business-likeClassic Competitive Cooperative CreativeEnergetic Flamboyant Flirtatious FuturisticHealth-concerned Homey Humorous IntellectualJoyful Leader-like Macho MysteriousNo-nonsense Nostalgic Passionate PatrioticPowerful Practical Protective QuickRare Romantic Scientific Senior-orientedSentimental Sparkling Steady SubtleSympathetic Tangy Technical UrbaneVirtuous Wholesome Woodsy Youth-oriented
3) Boldface or color the applications to which the new logo will be applied. Add othersbelow the list if needed.
Business cards Stationery Product ID Building signageVehicular signage Corporate literature Promotional literature AdvertisingAd specialties Exhibits Websites/email PublicationsPackaging Trade dress Co-op branding Clothing

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