A brand identity project moves more smoothly when each stage answers a different question. The brief defines the problem. Visual directions explore possible answers. Concept development turns a direction into a system. Testing checks whether that system works before final approval.
This guide covers creating and approving the identity. Deploying an approved identity across a team is a separate task covered in our brand identity rollout guide.
Stage 1: Agree on the brief
Confirm the audience, offer, project objective and intended applications. Gather existing brand assets and explain what must be retained. Identify the person who can approve the work and collect input from other contributors early.
Define deliverables, review stages and responsibilities in the proposal. The brief should say whether you need a logo only, a wider visual identity or templates for particular channels. Clarify what copy, translations and production specifications the client will supply.
Stage 2: Explore visual directions
A direction brings together references for typography, colour, imagery and composition. Discuss how each option fits the audience and message. This is the time to identify a preference for a more technical or expressive treatment before detailed artwork is produced.
Reference boards are discussion tools, not final designs. Record the agreed direction and the reasons behind it so later feedback has a common starting point.
Stage 3: Develop the logo and supporting system
Review the relationship between the symbol, business name and supporting typography. Check the hierarchy and spacing alongside colour choices. Ask how the identity will work when there is no room for the full logo.
A visual system may also include shapes, image guidance, icons and layout rules. The exact components depend on the deliverables. Avoid adding decorative elements that the team will never use.
Stage 4: Review concepts against the brief
Give feedback on communication and function. Explain if the name is difficult to read, an association is inappropriate or a layout fails at the intended size. Consolidate comments from decision makers instead of sending contradictory requests in separate messages.
Changing the audience or approved business name during this stage changes the brief. Discuss its effect on scope and timing rather than treating it as a minor export adjustment.
Stage 5: Test the identity in realistic applications
Test the chosen concept in a website header, document and relevant social format. Check colour and single-colour versions. Use realistic text lengths and image crops. Our logo review checklist provides specific checks before approval.
For a portfolio reference, look at Qasedan Art Gallery’s identity applications. Applications help show whether an identity can extend beyond a presentation slide; they are not a substitute for checking your own project requirements.
Stage 6: Approve and prepare the handover
Approve the agreed concept and its applications before final file preparation. Confirm file formats, naming, editable templates, font or image licences and usage guidance. Keep a record of approved versions so the team can identify the correct files.
Hipex’s branding service and identity and brand book service cover related work. When you send a project enquiry, include the current materials, intended applications and approval process. This allows a proposal to reflect the work you need.
