Development brief logo and corporate style

This brief will help us better prepare to work for you. The clarity and completeness of your answers will determine how quickly we can find a common language with you to effectively solve problems.

We guarantee complete confidentiality of all information you provide to us.

The brief is not a technical document, it just helps us understand how you envision your future corporate style.

If any of the questionnaire questions seem difficult to you, please ask for clarification. If you have your own brief, please send it to us instead and we will clarify any missing information during the meeting.

* Here and further on the brief under "product" means a product, service or company.

Marketing block

1. What?

What is a product?

The essence of the brand is the main idea (mission) of the product

Unique selling proposition (USP) of the product.
Why exactly will the consumer want to buy your product (compared to competitors)?

Product positioning (the main difference from the main competitors).

Three rational and/or emotional values ​​of the product

What benefit does each of the above values ​​bring to the consumer?

2. For whom?

Which three groups of consumers will use your product most often? Who is it intended for? Describe them according to the following parameters or in free form (first of all, describe the largest group - the core of the target audience):

Important! Avoid formulaic and therefore useless descriptions! Describe your customer as a living person so that your story can clearly represent the specific person and their actions.

  • Demographics: gender, age, marital status, religion, nationality, other
  • Sociography: social status, education, occupation, monthly income, other
  • Behavior: authority of the client, degree of awareness about the product, degree of interest in the product, degree of attachment to the given product, intensity of consumption, perception stereotypes/prejudices
  • Way of life and psychological portrait
  • The ratio of motivations: rational/emotional

3. For what?

Why does the consumer need your product?
What consumer problems does it solve, in what way does it make his life easier?

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

Is your product familiar to the consumer?

4. How?

What kind of purchase is your product for the consumer: simple or complex?
Show the chain of actions of the consumer from the desire to purchase a product of this category to the direct purchase of the product.

In what situation and under what conditions will the consumer most often buy your product?

Price and status characteristics of your product.

Why would a consumer want to pay that price for a product and what attributes of the product will convince them of this status of your product?

5. With whom?

Describe your three main competitors according to the following parameters:

  • name
  • site
  • competitor's strengths regarding your product/brand
  • competitor's weaknesses regarding your product/brand
  • Positioning and UTP of the competitor
  • competitor's product/brand values
  • how long the competitor has been on the market
  • share in % of consumption of the competitor's product relative to the total market volume

6. Where?

Scale of interests:

7. What else?

What else do you think is important for us to know about the product/brand so that our work can be more effective?

Design block

8. For what?

Why do you need a logo and/or corporate identity?
What tasks should the development solve?

Contact points and carriers. Where will users see your logo/branding the most?

What feelings should the visual design evoke in the user?
What image and character of the brand should be formed?

By what criteria will the effectiveness of the development be evaluated?

9. Form and content

Language versions (Cyrillic, Latin, etc.)

Name (for each language version)

What visual images reflect the meaning of your brand?

What images and solutions do you think are unacceptable for use and why?

What type of logo and style do you think is best for creating the desired brand image (understated, expressive, romantic, masculine, strong-willed, etc.)?

What type of logo do you think is best for creating your desired brand image?
Click on a logo below to choose

What style/method of graphic logo design do you think is best for creating the desired brand image?
You can choose no more than 5

Form and counterform
Allegory, metaphor
Calligraphy
Volume, photorealism
Majesty, aristocracy
Straightness
Typography
Humor
Gradients, transparency, blur
Semanticity
Ethnicity
Corporateness
Minimalism, brevity
Geometry
State motives
Picture
Artistry
Abstraction
Childishness, deliberate infantilism
Historicity, mythology
System of elements

What colors (and how many) do you think are best for creating the desired brand image?

Give examples of logos and styles of other brands that you think are successful in terms of creating the desired brand image and explain why?

Give examples of logos and styles of other brands that you think FAIL in terms of creating the desired brand image and explain why?

In production, your corporate style should be economical, shall we assume the use of non-standard design solutions: unusual paper, embossing, cutting, congreve, etc.?

What carriers of corporate style must be developed?

What type of corporate identity guide do you need?

What else do we need to know that will clarify the task of developing a corporate style?

(Required fields are marked with the symbol* )
Contacts:
Thank you!
The message was successfully sent.
Our specialist will call you shortly.