Most brand projects start with a request for a logo. It's the visible part, so it feels like the place to begin. But a logo designed without answers underneath it is decoration, and it will be redesigned again soon.
1. Who exactly is this for?
Not everyone. Name the people you most want to win, what they care about and where they already spend their attention.
2. What do you do better than anyone else?
Pick one thing you can prove. Being good at everything is the same as being memorable for nothing.
3. How should people feel after meeting you?
Three words are enough: confident, playful, calm, bold. They will guide colour, type, tone of voice and even how fast things move on your website.
4. What will you never do?
Boundaries make a brand sharper. Deciding what you won't say or look like is as useful as deciding what you will.
5. Where will the brand live first?
A signboard, an Instagram feed, an app icon or a delivery bag all ask different things of a logo. Design for the places that matter most first.
Then design
With these answers on one page, design stops being a matter of taste and becomes a matter of fit. That's when a logo, and the system around it, can last.
nRg shUI Studio