A logo, brand mark or brand icon is a deceptively simple device. It employs a combination of shapes, colours, symbols and sometimes letters or words in a simple design that symbolizes the values, quality and promise offered by the manufacturers of a product or service.
Catharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
Some of the most admired creative teams share a common tenet—they are comfortable fighting out their disagreements and diverse points of view, but they always share conviction after the meeting.
Scott Belsky • Making Ideas Happen: Overcoming the Obstacles Between Vision and Reality
People on the business end of the creative process need to define desired outcomes that describe audience and value. And as they are likely not developing solutions themselves, they need to be completely feet-off the solution pathway, unless specifically invited to step in.
Tobias Mayer • The People's Scrum: Agile Ideas for Revolutionary Transformation
pre-brief, do this:
Post brief, do this:
- What’s being asked?
- Ok but what’s the actual problem?
- Is it a problem advertising can solve?
- If yes, how? —> That is the foundation of your brief
Post brief, do this:
- What’s being asked?
- Ok but why is it being asked?
- Does it need solving?
- Can the problem be solved by changing the creative?
- If yes, how? —> That is the foundat