Before starting corporate identity work, it is necessary to make sure that the company and the design team describe the same job. The following questions are not only about aesthetic preferences; It also makes usage, decision and delivery expectations visible.
Questions that determine the direction of the work
- What problem should this study solve? Dating the look, mixing the products, and opening up to a new audience are all different beginnings.
- Who is the primary target audience? Instead of considering all customers in one group, define the person who will stand out in communication.
- What should be preserved from the existing identity? There must be justification for changing the recognized colour, symbol or name.
- What claim can the brand prove? Limit promises of experiences, achievements, or products in the text to verified information.
Questions that determine implementation
- On which surfaces will the ID be used? List deliverables required for web, packaging, signage and presentation.
- How many languages and variants are required? Branch or product differences may increase the adaptation business.
- Who will provide the contents? Those responsible for the logo file, photo and text should be clear at the beginning.
- Are the manufacturer's technical conditions ready? If the size or template is unclear, record the assumption under which the design proceeds.
Questions determining approval and delivery
- Who will make the final decision? More than one person may contribute; conflicting comments should be transformed into a common decision.
- How will the revision be carried out? Separate the new concept request from the correction of the current direction.
- Which files will be delivered? Discuss the editable template, vector file and user manual separately.
- How will old materials be replaced? The update order and the sharing point of new files must be determined.
Combine these answers into a short brief. Unknown points can be marked; The important thing is that the designer does not have to guess the spaces on behalf of the company.
Frequently asked questions
What is the most critical starting question in a corporate identity project?
A good start is to clarify which need is expected to be solved. Creating a new brand, reorganizing the existing system and expanding into a new product family may require different scopes.
Why is it useful to tie corporate identity approval to a single person?
Opinion can be obtained from the team; but conflicting demands must be resolved into a decision. Having a specific final approval person prevents the designer from working with overriding changes at the same time.
