Answer the brief and get eight symbol proposals. The one you pick becomes the full kit: logotype, one-colour versions, favicon, palette and the application proofs. Then it can become a film.
Spelled exactly. This is what goes in the logotype.
Two or three sentences, no jargon. The symbol's idea comes from here.
Who buys, and what they should feel on seeing the brand.
Pick one. It decides the palette and the weight of the type.
Pick all that apply. Signage and print change what the symbol can hold.
Brands you like, and why. The why matters more than the list.
What must never show up.
The complete plan includes the metal relief proof — the same one that opens the way to the brand's film.