Start with the reason for change
What has changed? A new service, a different audience, a handover or an inconsistent identity may justify a refresh. «It should look more modern» leaves a lot unexplained. A more specific starting point is: «We now offer three services, but our identity only reflects one of them.»
Identify what should stay
A change does not always require starting from scratch. A familiar symbol, colour or name may still be valuable. Gather feedback about what people recognise and where the current identity causes difficulties. A simple list of elements to retain, review or replace is enough for the initial brief.
Collect real applications
People encounter a brand in different places. Examples of the current website, stationery, signage, packaging and apparel are useful. Which are actually used? Which are needed next? This overview helps avoid designing an attractive logo presentation that does not translate into the applications the business needs.
Describe the audience and offer clearly
Who is the design for, and what decision should it help them make? A business can have several audiences, but it helps to identify the priority for this project. Explain the offer in plain language and name the qualities the design should express. A short, specific description is more useful than a long list of generic values.
Explain your visual references
References help when you explain what makes them relevant. Is it the restrained typography, clear hierarchy or friendly colour palette? Examples that feel wrong can be useful too. The aim is to develop a shared language for the design, rather than copy another brand.
Agree the scope and approval process
List the deliverables: a logo, a complete identity, or templates and applications too. Identify who will collect feedback and give final approval. Make the budget range and deadline known from the start so the proposed scope is realistic.
A compact briefing template
Collect the essentials on one page: reason for change; offer and audience; desired impression; existing materials; elements to retain; required applications; decision-maker; budget and deadline. The brief does not need to prescribe the design solution. That is developed from the shared foundation.