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Brand Design Project Checklist
☑️ The Ultimate Brand Design Checklist
Phase
Review
Status
Strategy
Do you have clarity on what problem are you trying to solve?
Strategy
Purpose: Can you describe the client’s company purpose in a single sentence?
Strategy
Positioning: Can you define the broad category of business / organization?
Strategy
Positioning: Can you find a unique position for the client’s business in the market?
Strategy
Audience: Do you have a clear persona of the customer of your client’s business?
Strategy
Big Idea: Can you come up with the ultimate simplification for the client’s DNA? a battle cry?
Visual Direction
Have you generated a list of words & values that align with the strategy to inform your visual research?
Visual Direction
Have you collected wide range of inspiration based on the word list?
Visual Direction
Have you preformed visual research on the client’s industry & competitors?
Visual Direction
Have you arranged the images into coherent mood boards?
Visual Direction
Do your mood-boards contains all of these elements: Type, Color, Imagery, Layout?
Logo Design
Have you sketched out multiple different concepts? (+10)
Logo Design
Have you iterated on the selected concepts with multiple fonts?
Logo Design
Have you iterated on different line weights?
Logo Design
Have you iterated on different compositions?
Logo Design
Is the logo appropriate for the brand?
Logo Design
Is the logo simple enough to be flexible for a range of applications?
Logo Design
Have you tested the logo in B&W in positive / negative situations?
Logo Design
Have you tested the logo in small sizes for readability?
Logo Design
Have you tested how this logo will preform as a social media profile image?
Logo Design
Is the logo distinctive enough to identify the brand?
Logo Design
Have you created variations for the composition (if necessary)?
Logo Design
Are all versions of the logo visually well-balanced?
Logo Design
Has the logo been drawn with the cleanest possible vector geometry?
Visual Identity
Have you defined a color palette for the brand?
Visual Identity
Have you considered secondary colors, tints and shades that may be required?
Visual Identity
Have you selected Pantone references and CMYK and RGB equivalents?
Visual Identity
Have you chosen appropriate and high-quality typefaces?
Visual Identity
Have you chosen specific fonts for specific scenarios?
Visual Identity
Do your font choices pair well?
Visual Identity
Have you defined art direction for photography, iconography, and illustration?
Visual Identity
Do you need to consider motion or audio as part of the identity?
Visual Identity
Have you defined how all visual elements work together? (Composition & Layout)
Visual Identity
Have you tested the identity design by designing several applications in different media?
Visual Identity
Have you ensured that the identity design works well for the client’s most important applications?
Visual Identity
Have you created mockups for multiple applications to demonstrate the visual identity?
Visual Identity
Do all your elements ‘belong’ in this brand’s world? Are any incongruous?
Delivery
Have you created a brand guidelines to describe how the logo, colors, type and layout should be used across different applications?
Delivery
Did you export all relevant assets to share with the client? (Logo files, photography, fonts, icons etc.)
Re-branding
Do you have a clear business reason for the change?
Re-branding
Have you listed the implications of re-branding?
Re-branding
Have you considered which elements should remain, given they have both brand equity and brand alignment?
Re-branding
Have you worked with your client on a transition plan?
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