Identity Brief Guidelines

To prepare for your initial identity design brief meeting with your Atom Graphics’ designer, it is best to spend some time addressing the following:

Background: Be prepared to share information on your company or organization including size, primary service and product offering, key customers, and position in the industry.

Audience: Provide a detailed description of your company’s clients, and what categories they fall into.

Scope: The designer will need to know whether the project includes a single logo or an integrated identity system that includes variations and treatments for divisions, affiliates, or product lines.

Criteria: Think about and be ready to describe the top 3 things your logo should convey about your business.

Existing logo/materials: Your Atom Graphics’ designer will need to know whether this project is an ‘evolution’ of your company’s existing look and feel, or if it is a complete redesign. Please provide your reasoning behind an evolution versus complete redesign and be prepared to supply all key existing marketing materials for your business or organization.

Look and feel: It is helpful to provide your designer with general direction in terms of company positioning in relation to the target market. Use descriptive words, such as our company is: edgy vs. corporate; playful vs. serious; bright vs. subdued. If there are examples of logos you have seen that you respect (within or outside of your industry) and feel are on-target, please share them with us. At Atom Graphics, we will not plagiarize design work under any circumstances, but these references can help narrow the look and feel.

Logo application: What materials (stationery, signage, etc.) will the logo need to be applied to immediately?

Graphic standards: Will you require a logo implementation guide? At Atom Graphics, we highly recommend a Graphics Standard guide. Shorter guides are possible and provide basic use of the logo; longer guides may include extended colour palettes, typeface guidelines, and supporting imagery recommendations.

Time frame: You’ll need to provide the designer with a time frame as to when the final identity is required. Advise whether this is a hard deadline (i.e., based on a specific event) or a soft deadline (based on general expectations).

Budget: If you have a maximum budget, let your graphic designer know. It will affect decisions on the specifications and scope of the project.

The design brief meeting

The design brief meeting is usually a face-to-face meeting where the client and the Atom Graphics’ designer walk through the items from above. The designer will then ask additional questions related to the information provided or any information required that is outstanding. Your designer will often use this time to suggest options for the specifications of the project. The next steps which are then established include a final design quote and, if required, a print quote.

It is important to find a good fit. We recommend you consider the following factors when choosing a graphic designer:

Competence: Does the designer effectively demonstrate an understanding of your needs and objectives?

Talent: Ask to see the design firm’s portfolio. Does the work command attention and have impact?

Chemistry: Is the designer easy to talk to? Are your personalities compatible? Do you find it easy to establish a comfortable working rapport?

Reputation: You may want to interview other clients with whom the designer has worked, and ask about their experience.

Location: Technology has made this less of a factor. At Atom Graphics, we have several long-distance clients and maintain excellent relationships this way. However, if face-to-face meetings are important to you, choose a designer located in the same city as you.

Atom Graphics