The DSDillon Group / Reviewed 18 September 2026
Begin with what the business needs to do.
Your identity may need to work on a shop sign, a service vehicle, a proposal and a small social avatar. Write those uses down. They help establish which versions and applications the project needs.
A package can cover a focused visual identity or a wider piece of brand work. Its name is less useful than the list of deliverables and exclusions.
Give the design a direction.
The brief should explain the offer, customer, business problem and the character the identity needs to convey. An agreed positioning and message may be included, or you may supply them. Make that responsibility explicit.
Ask how concepts will be reviewed. Who gathers feedback? Who gives the final approval? How many rounds are included? These questions are worth settling before any artwork is produced.
Specify the visual system.
A practical identity handover can include a primary mark, relevant variations, colour values, typography and examples of use. Agree whether you need a one-colour version, an icon or a layout for narrow spaces.
Adobe explains the distinction between vector artwork and pixel-based files. Ask for formats suited to the intended use, together with clear filenames. A small preview image is a poor master for large-format production.
Ask for instructions and applications.
Guidelines should make the logo, palette and typography usable by the next person. Include examples of spacing, backgrounds and hierarchy. Templates for a proposal, social post or business card can be included where your team needs them.
Confirm which software is required to edit the templates. Identify any fonts or images that need separate licences and any production charges that sit outside the design fee.
Finish with a handover list.
Before sign-off, compare the delivered assets with the agreed scope. Open the files, check spellings and ask a supplier to confirm any specific production requirements. Retain the approved masters and a dated copy of the guide.
Our identity and guidelines services can be scoped together or separately. Bring the applications your business uses most often and we will build the proposal around them.