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BRIEF · BRAND IDENTITY AND REBRAND

Before the logo, the argument.

An identity is an argument about who you are for, made in colour and type instead of sentences. This brief collects the argument first: what exists today, what is wrong with it, who buys from you and why they pick you. Six steps, around fifteen minutes, everything saved on your device as you type. What comes back is a quote with the deliverables listed one by one.

6steps
15minutes
10required fields

Six steps, in this order

Who you are. Where the answer goes, and who has the final word on a logo.

The brand today. What exists, and what is actually wrong with it. Be blunt here. It saves a round.

Position and audience. Who buys, why they pick you, where you sit on price. This is the argument the identity has to make.

What has to be made. Logo, palette, type, guidelines, packaging, signage, naming. Tick generously, each tick becomes a line in the quote that you can drop later.

Taste. Three brands whose look you envy and anything you cannot stand. Links beat adjectives every time.

The practical part. Dates, approvals, what you can send on day one.

Step 1 of 6

Questions

We only need a logo. Is this brief too much?

Fill in the first two steps and the deliverables step, and skip the rest. Only ten fields in the whole thing are required. That said, the questions about who buys from you take four minutes and they are the difference between a logo you approve and a logo you defend to your own team six months later.

What if we do not know whether the name changes?

There is an answer for that, and picking it is useful. A brief that says "maybe, we are open to it" gets a quote with naming priced as a separate line you can drop. A brief that says nothing gets a call to ask.

How detailed do the guidelines have to be?

It depends on who uses them. An in-house designer needs less than three agencies in three countries, and an intern with Canva needs templates rather than rules. There is a question about exactly this in the deliverables step, and it moves the price more than the number of logo variants does.

Who sees what I write?

I do. The brief arrives by email and stays there. It is not published, not resold and not fed to a model for training. If the project needs an NDA before the brief rather than after, write on WhatsApp first and we will sign one.

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Dima@lobods.comLinkedIn

Barcelona · Spain & EU · EN / ES · replies same day
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