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The Creative Brief

Lesson 12 from: Logo Design Fundamentals

Mark Sposato

The Creative Brief

Lesson 12 from: Logo Design Fundamentals

Mark Sposato

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Lesson Info

12. The Creative Brief

Lesson Info

The Creative Brief

the creative brief is a document that outlines the assignment, its parameters, the objectives, the mandatories, deadline and the timeline, the deadline is the due date for deliverables. The timeline are the benchmarks in the project plan briefs can be as short as a sentence in an email or a few pages long. The sweet spot is about a page in my opinion any longer and it tends to be bloated and unnecessary language that just confuses the reader logo briefs should include the exact wording of the company name exactly the way it needs to appear in public facing communications. It should also include brand personality tone and desired messaging. Remember it's not an exact science but it's a really helpful starting place and it's something you really need to do to get going on your assignment. Now you might be wondering what do you do when a client isn't well versed enough in the creative process to know that they need to provide you with the creative brief. This is pretty common for companie...

s or organizations or people individuals who are not involved in the marketing space. In this case it's your job as a designer to get all the necessary information. It's always better to have written correspondence. This avoids any messiness along the way if there's any type of miscommunication, but in the absence of that, a phone call is just fine. You can also ask for an in person meeting. That's a good way for you to start to establish a personal rapport with your clients and face to face. Just tends to be something that's more helpful and useful in the business world, whether it's in person or on the phone, make sure to take detailed notes and ask a lot of questions you can ask things like what do they definitely not want to see? You can also ask them about logos that they love and logos that they hate. This will give you a sense of what they're looking for with your project. Never start working without a specific goal and a plan in place to get you there as a freelancer myself. I know how enticing it is when you have a new assignment and you're really excited to get going. But trust me, if you skip this important step, you're not going to get the best results.

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