Whether it’s the first logo or a restyling, it comes a time for every company to write a brief for the designer. Or rather, it should come. In many cases the brief is just not there: for haste, for uncertainty, for forgetfulness. Or, when there is, you never know what to ask and what can actually help the designer. Yet a complete brief helps the designer to work better and faster, and the company to get the result it had in mind.
Here there are 11 points that, from my experience in working on brands, cannot be missed.