When working with 'creative types' (and we use that term kindly as we have a few at apt!) - whether they are graphic designers, web designers, copywriters or photographers - it's important to communicate exactly what you are expecting from them at the very beginning of the creative process. "We're only as good as the brief you give us" is the reason your designer will give if what they produce isn't what you were expecting - and annoying as this may seem, it's true. So in this article we're going to outline a few principles to keep in mind when briefing any creative work - so that in future, the quality of the output is as good as you were hoping for.
1. What is your objective? It's always best to let the designer know exactly what you are hoping to achieve, even if you think they don't need to know everything about your business strategy in order to design a logo. Your elevator pitch (if you don't have one of those it's time to talk to apt!) should be enough to explain your business - but you are going through a creative process because you are looking for change so it's a good idea to explain your reasons for this. Do you want your business to look more modern? To stand out from the crowd? Or to look as if it has been around far longer than it actually has? All this can be achieved through use of colour, typography and language - but if your designer doesn't know, they are likely to guess, so give them as much information upfront as you can.
2. What do you hate? This might sound like an odd question, but if you have a huge aversion to orange, or a hatred of lightbulbs, it's best to tell the designer straight way so that they don't inadvertently create something for you which you will never like. A good designer will ask you upfront if there are any colours/words/images they should avoid, but be clear if they don't.
3. What do you love? A good way for a designer to create a project you will approve of is to know what you already love. It doesn't have to be within your sector, but if you admire the new branding of a company in Yorkshire or think the latest TV ad for a national retail store is fab, let your designer know. They will not copy - this is just a good baseline which tells them what you instinctively like, whether it's the tone of voice, the use of imagery or the use of a particular colour palette.
4. Be realistic. If you are looking for a new logo, remember the finished design is likely to be seen at very small sizes - so trying to cram every idea you've ever had into a one inch square is never going to succeed. Your designer has experience in distilling complicated ideas into a simple brand; let them come up with a few examples and try not to influence the process; that's what you're paying them for, after all. And remember there are different limitations when working in print and online; allow your creative team to make suggestions when translating work into different mediums and you will end up with a consistent approach which allows for technical restrictions.
5. Be prepared for a few amends. The best creative briefs are the ones that give enough background information for a designer to take the project and run with it. They are not prescriptive and they do not try and dictate exactly what the outcome should be. Given that someone else will be interpreting these ideas for you, it is understandable if they don't get it right straight away, and all designers take this into account and expect a certain amount of to-ing and fro-ing. Be honest with your feedback and you will be pleased with the finished result.
If you have any questions regarding creative briefs don't hesitate to get in touch - we can help you formulate the perfect brief for your requirements.
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