Summary
Three points to use.
- Start with the approved audience, offer, position, and applications the identity must support.
- Compare discovery, directions, design rules, applications, revisions, file formats, and usage guidance.
- Confirm ownership, licences, source files, and the handover needed for future suppliers.
Define the identity context first
The brief should identify the audience, offer, position, competitors, existing identity, business change, decision owners, and priority touchpoints. Without this context, visual options become a matter of taste rather than a response to a defined business need.
Separate the main deliverables
A useful scope may include discovery, visual directions, logo or mark work, colour, typography, layout, imagery, usage guidance, templates, and priority applications. The proposal should state which items are included, limited, or excluded.
- Identity discovery and brief
- Logo and mark system
- Colour and typography rules
- Image and composition direction
- Priority applications and templates
Make handover part of the project
Confirm final file formats, source files, export sizes, font and image licences, usage rights, naming, storage, and an explanation of how the team or another supplier will use the system.