What to include in a logo design brief?

You have started a new business, found a name, and started the process of registering your company. Next step: your logo. A logo design brief is now necessary for a graphic designer to assist you. What should you include in it?

The logo is a central element of your branding and visual identity. Its creation requires professional expertise. From the logo comes all the marketing materials (website, business cards, packaging, etc.). Many times, the idea you have in mind, the words you use to say it, and what the Graphic Designer understands are very different. A brief makes it easier to put your expectations and needs on paper so that your project is understood.

Sometimes, I am on the same page as my client, and I understand right away what they want. Other times, it’s a bit more tricky. For example, I have recently worked with a client using the word “subtle” to describe the style they wish for their logo. For me “subtle” means to be smart, hiding symbols in the logo that you can only see if you look closer. However for them, “subtle” means “elegant”, “simple”. Back-and-forth conversation and new ideas were needed to finally understand we just didn’t have the same definition of the word.

Lisa, Graphic Designer

Here is what the logo design brief should include to guide the creative research of the Graphic Designer:

Your business

  • Description: company name, why have you chosen this name, what are you offering (services/products).
  • Target: your customers (buyer personas) and their demographic characteristics (gender, age, geographic location, lifestyle, etc.).
  • Competition: an overview of your sector in terms of design. Knowing this will help to differentiate you from the competition. Logo, website, and Instagram profile of your major competitors will help.
  • Positioning and USP (Unique Selling Proposition): what differentiates you from the competition, what makes you special.
  • Key values reflecting your vision (example: respect, excellence, innovation, etc.).

Your logo

  • What would you like people to perceive when seeing your branding?
  • What media will you use? (Website, packaging, social media, etc.). For example, a logo for a small packaging will have size and readability constraints that a logo for a shop sign won’t.
  • Do you have expectations in terms of style and colours? Don’t hesitate to share a mood board. For example, if you are a shop or a restaurant, you can share your interior design ideas or the graphic design styles you like (minimalist, vintage, illustration, natural, etc.).
  • Deadline and budget

Voilà, your logo design brief is done. It will guide the Graphic Designer in its creative research and enabling him/her to suggest logo ideas in line with your project, business, and expectations.

If you need a Graphic Designer for your logo, contact me, I would be happy to help.

Lisa, Graphic Designer
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