Information can vary, but usually your client provides the organization's contact details (website, email, address and/or phone number) and a little snippet of their origin story.
They may also provide the following:
A definition of why their organization exists and what it intends to do in the world.
Who their organization would be as a character, and the traits that define who they are. As a starting point, an organization can choose 3-5 adjectives that best describe it.
The key people (prospective customers) their products/services provides benefit.
The guiding principles for the organization's decisions and actions.
More often than not, your client already has a logo to work with, you may even have designed it for them! Most clients will need guidelines on how to use the logo in different settings and variations.
Display your client's color palette and provide the rules for use. If your client does not have an established color theme, include this work in your initial discussions to set the right expectations.
Like color, the fonts should stay true to the organization's brand story. Unless the client already has some style ideas, you should recommend some on-brand font choices.
Choose imagery that best represents the organization. We recommend creating a mood board of inspirational images to get started. Check in with the client as they may already have pictures they use.
The right tone speaks to the organization's target audience while reinforcing their brand personality. Your client should provide you with this information to add into the guide.