Logo Design Brief for a Business Entity

This document is supplied in Microsoft Word format (.doc) so that you may fill in the answers in the tables provided. The tables will automatically expand if they are filled out on the Word platform.

Overview/Background

1) Describe the business entity, its purpose/mission/vision/reason for being

2) What is the entity’s structure? (sole corporation, subsidiary, franchisor, joint venture, etc.)

3) What products/services does the entity provide? Will these products/services be branded separately from the entity brand or will they “reside” under the entity brand?

Copyright © 2005 by Martin Jelsema1

4) What market(s) does the entity compete in?

5) Who are the competitors? Provide the names and copies of their logos as well as descriptions of their products/services.

6) Within each served market, describe the major buying influences. Include demographics & life styles for consumers, corporate functions & levels for B2B markets. Include customer motivations, habits and “hot buttons” if known.

7) What are the key features and characteristics that differentiate this entity from its competitors?

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Logo Functions & Descriptors

1) Here is a list of characteristics and attributes prospects and customers may use to describe an entity, and to which an entity might aspire. Boldface or color the five that are most appropriate for the entity. Add others not listed beneath the table.

Adventurous Ageless Aggressive BrilliantCheerful Competent Competitive ConfidentDependable Devoted Excellent ExcitingFirst-class Friendly Fun HappyHelpful Honest Innovative InsightfulIntense Likable Optimistic PersistentPrestigious Progressive Protective QualityRespectful Romantic Safe SkillfulSophisticated Spiritual Strong SuccessfulThrilling Timeless Timely TranquilTrendy Trustworthy Whimsical Wise

2) This list contains “personality” descriptors. Boldface or color the three or four most appropriate descriptors that honestly reflect the entity, its vision and culture, while also imparting the “image” most appropriate in attracting target market(s). Add any others not listed in the space below the list.

Assertive Beauteous Bright Business-likeClassic Competitive Cooperative CreativeEnergetic Flamboyant Flirtatious FuturisticHealth-concerned Homey Humorous IntellectualJoyful Leader-like Macho MysteriousNo-nonsense Nostalgic Passionate PatrioticPowerful Practical Protective QuickRare Romantic Scientific Senior-orientedSentimental Sparkling Steady SubtleSympathetic Tangy Technical UrbaneVirtuous Wholesome Woodsy Youth-oriented

3) Boldface or color the applications to which the new logo will be applied. Add others below the list if needed.

Business cards Stationery Product ID Building signageVehicular signage Corporate

literaturePromotional literature

Advertising

Ad specialties Exhibits Websites/email Publications

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Packaging Trade dress Co-op branding Clothing

4) In the box below, make comments about the entity that are relative to the logo design process but haven’t been covered yet, or that provide more explanation.

5) Here is the place to list those preferences and prejudices that might mitigate a particular direction for exploring name candidates. Examples: “Make sure the logo candidates take a rectangular shape”, or “Be sure the logo works in a single color”.

Martin Jelsema founded Signature Strategies, a fully integrated branding service for small businesses, in 1994. For 50 years now, Martin has contributed to the marketing success of dozens of businesses as an employee or advisor. He began at BBDO and pulled stints at IBM (strategic communications) and Coors Ceramics (new product marketing manager), Marstellar Advertising (IBM acct.) and Tallant/Yates Advertising (Hewlett-Packard acct.).

This document was created by Martin Jelsema, CEO of Signature Strategies, to help clients and others provide the data a designer needs to create a logo that best serves the client’s needs.

Over the years, Martin has personally…

Named 75-plus companies or products, Participated in over 25 major new product introductions, Created more than 100 business/product/service logotypes, Performed or managed almost 100 market research studies, Developed at least a hundred marketing plans, Created several hundred promotional items — ads, brochures, direct mail packages,

presentations, exhibits, manuals, articles, newsletters, videos, films and web sites.

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Martin blogs at http://www.signaturestrategies.com His services are described at http://www.signaturestrategies.biz Contact him by email at martin@signaturestrategies.com or call 303-242-5975.

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