Quick start checklist
Quick start
- Collect 5 competitor brands and note what you like/dislike.
- Write 3 adjectives that describe your brand personality.
- List where the brand must work (site, app, packaging, ads, decks).
- Define must-have constraints (colors, naming, legal, readability).
- Pick phase 1 deliverables (logo/wordmark, palette, type, usage rules).
Brief the problem, not the pixels
Explain your audience, competitors, personality, and where the brand will show up—web, packaging, decks, merchandise.
Separate “must-have” constraints (trademark colours, logos you must retire) from ideas you’re open to iterating on.
If possible, include a one-sentence positioning statement: “We help X do Y by Z.” It makes design decisions easier.
Choose a phased deliverables plan
Start with direction-setting (wordmark, palette, typography) before production-heavy assets.
Lock strategy before expanding into social templates or print—changes get expensive once everything is routed through one system.
Phase 1 outputs usually include: primary logo/wordmark, icon, color palette, type pairings, and a simple usage guide.
Keep files and usage rules accessible
Ask for organised exports (SVG, PNG, guideline PDF or Figma links) plus a simple one-page do/don’t for your team.
Store everything in one shared space so freelancers and stakeholders aren’t debating “which logo is latest.”
Require naming conventions (e.g. `brand-logo-primary.svg`, `brand-icon-dark.png`) so the system stays clean as you scale.
Common pitfalls (and fixes)
Designing without context
Without audience + positioning, you’ll get pretty work that doesn’t fit. Provide the strategic inputs first.
Too many logo options
Ask for 2–3 strong directions with rationale, not 20 weak variants.
No system for usage
Require a one-page do/don’t and a simple naming + export convention.
Copy/paste templates
Brand brief template
## About us One paragraph. ## Audience Who we serve and their priorities. ## Positioning What we want to be known for (and what we are not). ## Personality 3–5 adjectives + examples. ## Competitors Links + notes. ## Where it will be used Website, app, packaging, ads, decks… ## Deliverables Phase 1 + optional phase 2. ## Constraints Legibility, accessibility, legal/trademark notes. ## Success criteria How we’ll choose a direction.
FAQ
Do I need a full brand book?
Not at the start. A one-page usage guide plus organized files is enough. Expand later once the identity is proven.
Logo first or strategy first?
Strategy first. Even a lightweight positioning statement improves outcomes dramatically.