How to brief a professional brand identity

Explain the business before the style

Start your brief with what you sell, who makes the buying decision and what customers need to understand. Include your approved business name, the language you use with customers and the situations where the identity will appear. Avoid asking a designer to infer these facts from a reference image.

Describe a few useful qualities, such as practical, confident or welcoming, and explain why they fit. If you have existing materials, say what should remain recognisable and what causes problems. A redesign should have a reason beyond wanting something different.

Choose the scope you actually need

SLICKK’s Logo Essentials starts at BDT 2,000 and includes discovery, two initial concepts, two revision rounds and approved logo image exports; vector output is included when created. The Brand Identity package starts at BDT 8,000 and covers an identity system, colour and typography selection, a basic guideline and practical branded templates.

A Corporate Brochure starts at BDT 5,000 for up to four pages using client-provided content, two revisions and a print-ready PDF. These are SLICKK starting packages, not market averages. Your written proposal should specify which applications and files are included; an identity package does not automatically include every brochure, website or social post.

Bring references with explanations

Collect a small set of references and annotate each one. You might like the spacing of one example, the restrained palette of another and the readability of a third. Explain the property you value instead of asking for a copy of an existing mark.

Include practical constraints: a shop sign viewed from a distance, a small social avatar, monochrome invoice printing or text in more than one language. These applications help test a design against real use. Only provide assets you have permission to share and publish.

• Business name, audience and positioning.
• Priority applications and required languages.
• Existing files, ownership information and useful references.

Make feedback actionable

Choose one person to collect feedback and return a consolidated response. Connect comments to the brief: “The company name becomes hard to read at this size” is easier to act on than “make it premium.” Distinguish a factual correction from a personal preference.

Agree how many concepts and revision rounds are included, and what happens when the direction changes after approval. Review the identity in realistic applications before approving it. A design that looks appealing on a large presentation may need adjustments for a small icon or printed document.

Plan a usable handover

Confirm the file formats, colour variations and usage notes before work begins. PNG can support a transparent background; JPEG is useful for a flattened image with a background. Ask explicitly about editable or vector files rather than assuming every image export can be resized indefinitely.

The handover should explain the approved colours, typography and basic spacing rules within the agreed scope. Record any font or image licensing requirements. Store a clean master folder and use those approved files consistently when commissioning the next website, document or campaign.