How to Brief a Designer for a Logo That Lasts
A clear brief gets you better concepts in fewer rounds. Here’s what to include, and how to judge logo options objectively.
3 min read · Evergreen guideWhat a Brand Identity Includes, and Why a Logo Is Only the Start
A logo is one piece of a system. Colours, typography, imagery, voice and guidelines make a brand recognisable everywhere it appears.
Key takeaways
- Brand identity is the full visual and verbal system, not just a logo.
- Consistency across every touchpoint is what makes a brand recognisable and trusted.
- Brand guidelines let anyone, from staff to printers to agencies, apply the brand correctly.
- Strategy, meaning audience, positioning and values, should come before design.
Brand, identity and logo are different things
Your brand is what people think and feel about your business. Your brand identity is the set of tools you use to shape that perception: the visual and verbal elements you control. Your logo is one element of that identity. A strong logo in an inconsistent identity still produces a weak brand.
Start with strategy
Before any design, answer a few questions in writing:
- Who are your ideal customers, and what do they care about?
- What do you do better or differently from competitors?
- What three words should people associate with you?
- What personality should the brand have: formal or friendly, bold or calm, traditional or modern?
These answers guide every design decision and stop the process from becoming a matter of taste.
The visual elements
Logo system
Not one logo but a set: a primary version, a horizontal or stacked alternative, an icon or symbol for small spaces, and single-colour versions for difficult backgrounds and printing.
Colour palette
Primary brand colours plus supporting and neutral colours, each defined with exact values for screen and print. Good palettes also consider contrast and accessibility.
Typography
One or two typefaces with clear rules for headings, body text and emphasis. Typography carries personality as strongly as colour does.
Imagery and graphic elements
Guidance on photography style, illustrations, icons, patterns and shapes, so materials feel related even without the logo.
The verbal elements
- Brand voice: how you sound, for example warm, expert and direct.
- Key messages: your positioning statement, tagline and descriptions of what you do.
- Vocabulary: words you use and avoid, and how you refer to your products and customers.
Brand guidelines
A brand guide documents everything above with examples of correct and incorrect use, plus templates for common items such as business cards, letterheads, social posts, presentations and signage. It saves time, reduces mistakes and keeps your brand consistent as your team and suppliers change.
Applying it consistently
Audit every place your brand appears: website, social profiles, invoices, email signatures, packaging, uniforms, vehicles and signage. Update anything that does not match. Consistency over time is what turns a design into a recognisable brand.
Our Digital Branding packages range from a logo to a complete identity with brand book, social templates and stationery.
Frequently asked questions
How often should a business rebrand?
Only when there is a real reason: a change in direction, audience or offering, a merger, or an identity that no longer works across modern channels. Small refreshes are often enough.
Do small businesses need brand guidelines?
Yes, even a short one-page guide with logo usage, colours and fonts prevents inconsistency and saves time whenever something new is designed.
