Start with what the identity needs to do.
Begin with context
Before looking at colours or symbols, write down who the organisation serves, where its identity will appear and what people should recognise. A mark that works on a storefront may need a different treatment on a small app icon.
Review a system, not one logo
Compare typography, spacing, imagery and tone alongside the mark. Test the identity in monochrome, at small sizes and against busy backgrounds. Ask whether the choices still feel connected when the logo is absent.
Prepare a useful handover
- List the actual formats and sizes your team needs.
- Agree on editable source files and usage rights.
- Document the purpose of each version instead of supplying an unexplained folder.
Explore the journal for new notes as they are published.