Branding Research Document

Are you beginning a brand design project? This page will help you get started.

Read this article from UXstudio about how to conduct brand research. If you want more examples and guidance, check out Designing Brand Identity by Alina Wheeler and Debbie Millman (access online through PSU Library).

Then take a look at your own company, product, or whatever you're designing a brand for. Follow the steps below and prepare this information in a blog post or standalone document. If you want to demonstrate your graphic design skills, you can put this info into a PDF made in Illustrator or Figma that feels visually styled and "designed."

Summary

What is the company, group, or entity whose brand you are designing?

Rationale

Why does the brand need a new design or identity?

Competitor Analysis

List competing brands in your subject’s area, including examples of their visual branding or design.

Value Proposition

Identify what your client can offer customers or users. What sets them apart from competitors?

Brand Associations

What words, beliefs, values, or ideas come to mind when you think of the brand? You can interview additional people to collect more data and make your cases more persuasive.

Inspiration Board

Collect 10+ preliminary images of graphic design, typography, and branding that point toward your vision for the brand. Browse design galleries like Dribbble, Logo Lounge, Behance, or design books for specimens.