Start with the size of the system
A small business may need a focused identity. A company with many services, branches, uniforms and campaigns needs more rules.
Strategy changes the scope
Positioning, naming, audience work and messaging are separate from drawing a logo.
Guidelines make the identity repeatable
A useful guide explains logo versions, colour values, typography, spacing and common applications.
Applications add design work
Business cards, social templates, signs, uniforms and presentation templates should be listed explicitly.
Compare revision and handover terms
Know the review rounds, approval process and which master files are delivered.
