Mood Board

View an example of a mood board

A mood board is a visual collection of found images and content that helps the client get a visual sense of the creative direction you see for the new brand identity. You will use this as a source of reference throughout the remainder of this course.

After reading the client brief, conduct thorough research on its market segment, product/services, target audience, and the competition.

Identify all of the company’s competitors, and collect their existing images, logos, collateral and any other marketing materials that will help you understand the competition’s brand image and position. Conduct a thorough search for images and content for the creation of a mood board. You will organize this research into a cohesive mood board. Look through publications, online, and other useful sources assemble a cohesive collection for the categories listed below.

Minimum Requirements

The following requirements must be met in order to receive a grade of a B. To receive a higher grade, it is expected that these requirements will be exceed. View an explanation of how grades are assigned.


There is no set page length for the mood board, must it must contain the following sections with the indicated number of images for each section

  1. Competitors’ Logos & Examples of Use: minimum of 15
  2. Color Palette: minimum of 1
  3. Typography: minimum of 15
  4. Images – photography and/or illustration styles that help convey the brand essence: minimum of 10
  5. Shapes – organic, decorative, geometric, etc.: minimum of 5
  6. Textures & Materials – surfaces, paper, metallics, etc. that help visualize the look and feel of the brand: minimum of 10 images
  7. Word List – words or phrases that help establish the “personality” for your brand: minimum of 30 words


You should compile your mood board into a multi-page document that is clear, well designed, and identifies each section. Print your document for viewing and discussion in class.