What's the Project?
This is the easy part. Just describe what needs to be done. We’ll get into more detail later.
To begin, state general project goals and relevant background information. Include project history if any and reasons for needing work. Define the company, what it does, how it makes a profit and its place within the industry. The idea here is to clarify what the company does, where it needs to go in the future and how this project will help achieve that end.
What do you want the target audience to think and feel about the company? How will this project help to achieve this goal?
What adjectives can be used to describe the way the company should be perceived? What are some specific visual goals the project should convey? What will be the tone of the messaging and copy? Is it verbose? Short and to-the-point? Industry jargon? B2B? Plain English? What are some common messages used to sell products or services related to yours? Any messaging you know will not work?
What is the overall message you are trying to convey to your target audience? For example: cost-effective, secure, reliable, efficient, etc. Why is this important to the customer?
How will you convey the overall message?
What touch points are most frequently seen or heard by your customer? Sales force? Company literature? Personal contact? Website?
Identify stages of development (if appropriate) used to attract client sales. How will you measure the success of the final project?
What is your vision of what the new logo and brand identity will look like? Are there any related companies that would provide a model or inspiration for the look and feel of the new project?
How many colors do you foresee the new logo will have? A typical logo would be two colors.
Should the logo be recognizable from distances as on the sides of trucks, boxes, etc.? Or will it only appear on a website? Are there any working mock-ups, sketches or layouts of the materials? What information will be contained on each printed piece? Will this content be supplied or will it need to be developed? What pieces need to be developed? For example, logo, tagline, letterhead, business cards, signage, envelopes, brochures, website, etc.
Please provide any additional information or direction that will help to define the final work.