Many people underestimate technical assignments or briefs in design studios. And at the moment between "we need a new logo" and "a new logo" they put too little time and effort. Although the common TK is a guarantee that the logo you need will appear at all.
Therefore, today we will figure out how to set TK / fill out a brief so that the result is not HZ.
What problems will a competent TK save from?
Immediately from the main thing: the designer is the executor of your idea. Yes, he knows how to better arrange the elements and keep the style. But he has his own view of the world.
A competent technical assignment prevents many problems. Which ones, we will analyze with examples:
1. Imagine that you want a logo with a sail in the upper left corner. The TK says to the designer - there must be a sail on the logo. This ends up being 50/50 that it will be located in the upper left corner. And if not, there will be edits, alterations, you may have to change the composition, etc. It is long and resource-intensive.
Therefore, it is necessary to delve into the smallest details, up to the location of some elements. This saves our designers and our nerves from endless edits and discontent that you are not understood.
2. Another point - problems double when several people agree on a design. There is a risk that you will disagree not only with the designer, but also with your colleagues.
Here we advise you to discuss the concept with the decision maker in as much detail as possible and agree on it. And then, in the same detail, paint everything for the studio / designer, etc. Or you can limit the circle of those who accept the design.
3. If it all comes down to edits - do not leave details. Remarks in the spirit of "does not ignite" / "I want something else" will not help the case, only constructiveness is needed. You can take everything in the move - at least screen it and draw with arrows how to move the elements, explain the main thing.
What to look for
Okay, we figured out the possible problems. Now what to look for:
1. Task context
Tell us why you need this design / corporate identity and where you plan to use it. This is important because the designer will take into account all possible nuances that were in his practice or simply known.
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An example of how to answer a question in a brief
For example, an elongated logo with an ornate font does not always look good on a sports hoodie. Although it was said earlier that you want something in the baroque style. Understanding the context, the performer will take into account the nuance and think about how add baroque differently.
2. Target audience
Focus on describing your target audience. Since the design should first of all attract her. And you will need to find a compromise between your vision and how potential customers will perceive the brand.
Directly describe: age, gender, area of interest, pain, dreams.
For example: young mothers 20-30 years old, they value quality and minimalism in children's clothes. They don't like the colors of toys that are too bright, which is why most of the baby store pisses them off.
Unfortunately, the discrepancy between the desires of the client and the target audience is a frequent problem. And here it is worth moving away from your "want" and choosing what will be effective and understandable to the audience.
Coming back to mothers - let's say you, as a customer, on the contrary like bright colors. But the target audience, who needs minimalism and nude in the product, will want to see this nude in the design of the packaging / logo, etc. For the sake of sales, you have to give up.
3. Information about you
If you already have some branded elements, colors, old logo - attach them to the assignment. And along with this, a photo of the product, customers with the product, the design of the outlet (if any) and everything like that.
Also, for inspiration, you can share the history of the company, unusual facts about the founders or employees. Perhaps there is some interesting little thing that will turn out to be an interesting metaphor in design, corporate colors or logo.
4. Formats
Don't forget about simple things like sizes and formats. For example, you need pictures for social networks - write sizes for each, Instagram 1080x1080, Vkontakte and beyond.
If you plan to work with a contractor for a long time, it is better to keep them on your plate and attach them every time.
5. Add examples
In design circles, they are also called references. And yes, this is a must. Because a visual example will always work better than a detail sheet (although you also need one).
You can show references of some parts. For example, here I like the circle in the corner, and here I like the background and the character. You can also add examples as you DO NOT like. This will definitely save you from a lot of edits.
Where to look for references: pinterest, behance, competitor or related branding.
Remember the timing
Just in case, let's clarify, the story “I need a logo in 2 hours because I print stickers” does not work.
The most important point in communication with the customer is to adequately assess the timing and scope of the task. And it is better to first clarify how much it is possible to do a certain work and then set deadlines.
If something is urgent, you can talk about a faster execution (most likely for a surcharge).
Also, when you have a voluminous task like 10 website pages and a corporate identity, break it down into subtasks and discuss the deadlines for interim approvals.
This saves you a lot of redo edits and makes it easier for the designer to allocate their time. And you will be able to track all the stages, there will be more understanding of what was actually paid for.
Let's summarize
- Give as much information as possible about the product and audience. Every little thing can significantly affect perception.
- Allow a lot of time to compile the TOR. Since this case requires maximum detail and corrosiveness in details.
- If several people make a decision, agree on the TOR with everyone. This will help avoid discord within your company.
- Do not forget to prescribe the formats and sizes of the design you need. Of course, just any designer will not do it, but you will spend time on an additional question and waiting for an answer together.