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Design brief 2026

Brief for logo, corporate identity and advertising creatives. The main questions here are not about beauty, but about limitations: where it will be used, what formats are needed in the output, what should not be and how many rounds of edits we fix before the start.

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the main questions here are not about beauty

A design brief is often perceived as a questionnaire about taste: what colors do you like, what mood. In practice, other points are decided - those about restrictions.

Where will it be used, in what formats is the result needed, what is required be present by law or at the request of the site, which should not be. Error in any of them means a complete remake, rather than editing a part.

Send us your file and I’ll tell you where it breaks.

The most useful thing about this brief is the examples you don’t like. If it’s difficult with them, write, I’ll help you formulate what exactly is annoying.

what's inside

  • Problem - what we are doing, why now, where we will live.
  • Company and audience — who will see it and what impression is needed.
  • References — three examples in both directions with explanations.
  • Technical requirements — formats, adaptations, mandatory elements.
  • Process — how many options, how many rounds of edits, who accepts.

about three adjectives

The limitation is not accidental. When an impression is described in five or six words, among them almost certainly there will be contradictions: “premium” and “friendly”, "strict" and "bright". The designer is forced to choose himself, and his choice is wide probability will not coincide with yours.

Three words force you to prioritize. It's inconvenient, but after the first show there is no need to explain what was meant.

lies nearby

If the design is made for a website, fill in first brief for the site: he sets the task, inside which the visual lives. For the entire campaign - marketing brief. If the result needed for advertising on social networks, formats are convenient to plan along with content plan.

Frequently asked questions
What to write in a design brief?
The task and place of use, the audience, the impression with three adjectives, references in both directions, mandatory and prohibited elements, format requirements and process rules: how many options and how many rounds of edits.
Why are there examples in the brief that you don’t like?
They set boundaries. The “likes” list shows the direction, but it doesn’t show exactly where you can’t go. Most of the painful edits at the first show are removed by the second list.
How many design options should I ask for at the first showing?
Two or three. More - dispersion: instead of one well-developed idea, the designer makes five superficial ones, and he has to choose from semi-finished products.
How to avoid endless edits?
Fix in the brief the number of circles and one person accepting the job. Both points are discussed before the start: after the first show it is no longer possible to agree on this.
Do you need a brief if you have a brand book?
Needed. The brand book says what the brand looks like, and the brief says what problem a particular work solves, where it will be used and in what formats the result is needed.
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