Creative Brief – Logo

So you need a logo?

We are thrilled that you have enlisted us to help you with what is arguably the most important decision you will make as a business owner – creating the look and feel of your company. Here at 427 Design we specialize in the design and development of an overall brand package – we help you to establish a brand, develop a logo to clearly and appropriately reflect that brand, and finally, we design and produce an identity package that will create a cohesive and consistent image for your company.

Now, enough about us. Tell us about you.

Before we can start the creative juices flowing, it is important that you complete the following brief as accurately and honestly as possible, ensuring that you end up with the best result possible. After all, your brand identity is often your company’s first impression, and we don’t wanna screw that up. To make sure we’re all on the same page, we’ve included a quick explanation of the differences between brand, identity and a logo.


The perceived image and subsequent emotional response to a company, its products and services.  It represents the conversations that customers have with one another about the company and how that spreads. A set of expectations, memories, stories and relationships that account for a customer’s decision to choose one product or service over another. If a consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.


An identity describes the visual devices used to represent the company. Identity systems are visual components that are paired with style guidelines and used to ensure the corporate image is cohesive and consistent. From the color palette, to the typeface and type treatments, to the paper stock it’s printed on, the identity system is the tangible, tactile component of this process. Some examples include stationery, marketing collateral, packaging, signage, messaging and digital mediums.


A logo is the central, identifiable visual element that helps consumers to discover, share and remember a company’s brand. It usually takes on the form of an icon (mark or symbol), logotype or combination of the two. A good logo is distinctive, appropriate, practical, simple in form, and conveys the company’s intended message.

The key principles of effective logo design are:

Keep it simple.  |  Make it memorable.  |  Make sure it’s timeless.  |  Is it versatile?  |   Is it appropriate?

  • Contact Details

    If we're going to do business together, we ought to at least know your name.

  • Business Venture

  • Describe the business entity, its purpose/mission/vision/reason for being.

  • Name Website  
  • Logo

  • Imagery, color palette, typography/fonts, etc.
  • Print, web, signage, etc.

  • Date Format: MM slash DD slash YYYY

  • (e.g. business cards, letterhead)
  • Descriptors

    Below is a list of characteristics and attributes that can be used to describe any business, or attributes to which a business might aspire. Please select UP TO TEN ATTRIBUTES that you feel are the the most appropriate descriptions that honestly reflect your business, its vision and its culture.

  • This is your chance to tell us anything we might have missed.