The creative brief is a crucial document that provides information about the client, their requirements, and the strategic direction of the project. It establishes the foundation for an effective design solution rather than just a decorative piece. The design scope outlines the goals, deliverables, and milestones of the project. It includes a work breakdown structure, process for accepting deliverables, and procedure for managing scope changes. This document defines responsibilities to keep the project on track. Resolution refers to dots per inch (DPI) for print and pixels per inch (PPI) for digital. A low-resolution image will appear grainy or pixelated. Typography is the art of using typefaces to communicate mood and feel. Researching

1. Design brief
A creative brief is the core of the client service process and may lead to the success or failure
of the creative output. The creative brief is a descriptive document that containing
information about the client, what they do, how they do it and explains their requirements for
the project. Our briefing process is aimed at collecting comprehensive information from the
client in order to eliminate any ambiguities in the design process. We always urge our clients
to take this step very seriously and not address it hurriedly in a bid to ‘get to the fun part’
because it is the basis of the entire project. It tells the story of the project – why it is to be
undertaken and provides a strategic foundation on how it is to be undertaken and for whom it
is intended.
It is this strategic input that enables us to provide an effective design solution to the clients
business and not merely a decorative art piece.
Design scope
The scope outlines the general aims and goals of the project design and lists the major
deliverables and milestones. Project scope management plan is a planning tool that
documents how the project team will go about defining project scope, how the work
breakdown structure will be developed, how changes to scope will be controlled, and how
the work of the project will be verified and accepted. This document is important because it
keeps everyone on their proverbial ‘side of the fence’. It contains the following crucial
elements:
• The project scope statement contains a detailed description of the project deliverables.
• A process for creating the work breakdown structure (WBS). The WBS further defines the
work of the project (as defined in the scope statement) by breaking down the deliverables
into smaller pieces of work.
• A definition of how the deliverables will be verified for accuracy and the process used for
accepting deliverables.
• A description of the process for controlling scope change requests, including the
procedure for requesting changes and how to obtain a change request form.
Logo vs. Brand
According to creative bloq, a great logo works as a reminder of a company or product, for
designers they represent the challenge of encapsulating a client’s essence into a single
graphic.
QUICK FIX DESIGN TERMS October 7 2015

2. What a logo design isn’t, though, is branding. While the logo is usually the stand-out part of a
brand, there’s much more to branding than a logo. A good brand identity is carefully built out
of a number of elements, and the logo will reflect these elements and work within the brand
system.
But creating or refreshing a brand can be a massive undertaking, involving a deep
understanding of the brand’s personality, how it’s perceived, its history and function and
much more.
Resolution: DPI vs. PPI
Resolution is a measure of dots per inch (DPI) for printed works and pixels per inch (PPI) for
digital work. If the resolution of an image is too low, your final product will come out looking
grainy or pixelated. Even if you’re smart phone shoots 41 megapixels, trust your designer if
he or she says the image won’t work (Rebecca Swift).
Typography
This is the art of using typefaces to communicate. This skill encompasses both the typefaces
and the negative space surrounding them. Typeface research is a process that takes up a lot
of time during the design especially of logos and brands because the font selected sets the
‘mood’ and ‘feel’ for your brand.
You will want to know something about fonts because the two convey different feelings. Serif
fonts have a line crossing the ending of a stroke and are sometimes described as having
“wings” and “tips.” Serif fonts like Times New Roman make printed materials easier to read
but can be difficult to read in online body copy.