Logo design brief: What a logo designer needs to know.

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Before logo designers can begin the design process they need to get to know their client and what they need from a logo in addition to the name of their company, product, organisation or whatever projects they need a logo design for. This is where the logo design brief comes into play.

keyboard logo mojo logo design brief

What is a logo design brief?

Logo designers need to know such things as, how long the organisation has been established?  What does it do?    The target audience?  And most import, the clients expect from a logo.  How they want it to look.  Their very own ideas will help the designer understand better the end result the client is looking for.   Evan if it turns out to be something totally different.

This collaboration of ideas, history and expectation is known as the “logo design brief”.

You may be interested in 6 logo design tips for logo designers.

Filling out The logo design brief order form.

Logo design brief forms simplify the design process for the client and the logo designer at the same time.

What should a client include in the logo design brief form?

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The name of your business or organisation as you wish it to appear on the logo.”

“The name of your business or organisation as it should appear on the logo.”

This is important as they may have a visualisation already set in their mind about this.

“Indigo Lighting” as a business name could make great logo material.  What if they have an established web address?   Here the name may show as one word  “indigolig.co.**”. They may wish the logo to reflect this.  So “Indigolighting” may also be more appropriate.

Another reason for clarification here.  The client may have had a legal obligation to their business name.  A limited company for example.  They may wish to show themselves in this case as “Indigo Lighting Limited”.  Shorter names make more attractive logos. They are also more versatile. You can also point out to abbreviate to “Lmtd”.

Capitalisation or Uppercase may already be important to how a client already conceives their logo.


“If you wish to include a tagline or slogan Please enter it here.”

The client may either have an established tagline or slogan as part of their existing branding.  After reading the logo design brief form they decide this is an option they might like to consider including.  With this knowledge, you are able to incorporate a tagline in your concepts and design around it.  A lot better than adding it later.  Very often a client may require versions of the logo design and with, and without, a tagline.

About the business or organisation.

“Please give details of your business or organisation.  Please tell us all about your products and services. Who is your target market audience? How do you think you stand out from your competition  or peers?”

This section of a logo design brief is often referred to the client profile.  It gives the client a chance to talk about themselves and allows them to reflect on their business or organisation.  They already know this stuff, but as a logo designer, you may not.  The client may be in a position to convey a lot more knowledge on their chosen subject.  This may be more relevant to the project than all your other research from other sources.  No one could ever know their products and services better than they do They are in a far better situation to describe to you their niche marketplace and their potential clientele.

How do they stand out from their competition?  Had they given this much thought before you asked this question?  There may be a small niche situation involved where competition,  if any, is least of their worries.  The client could be lost in a sea of similar service providers. They are looking for a way to stand out Does your client has a good reason to believe that they may have something over their competition?  Get them to share it with you.  Positive thoughts are a good fuel for inspiration.

Not all of this information may have a relevance. Once you start getting a finger on the touchpad (or pencil to paper).  It is far better to have as much information upfront as possible.  You may even have to go back and ask further questions.  This way you will have more insight as to what questions to ask.

The website field.

“Do you have a website related to the logo?”

Asking for a URL or providing a place on your form to add one is a good opportunity for the client to showcase their business.   A lot of the time, especially in new startups, the client does not yet have a website.  Social media is such the norm these days.  Business pages on Facebook are often the first choice for an online presence for new startups.  Other venues they may choose are Google plus, Twitter, and many others.  When a client does not yet have a website for you to research, most likely they will have a Facebook business page.

Often when a client has not provided any links to their online presence, their Facebook page will rank higher than their dedicated website and show up first in search engine results pages (SERP’s).

Being able to browse the online presence of any company, organisation, group or person can give you a more information that the client hasn’t included in the brief.  This is typical when concerning colour choice.  A client may have stipulated certain colours or maybe none at all.  By checking your client’s website for an existing colour theme can really make a difference.  Offering an additional version of the design with the colours matching the website theme always goes down well in my experience.

tell me what you want speak bubble logo design brief

About your logo.

Your ideas; this is the most important part of the logo design brief

“Tell us about the logo you are looking for.  What kind of icon would you like to see?  Do you have any preference to colours?  Please include any of your own ideas.  This is your logo, help us make it personal to you.”

This is the finale and most important question to put to your client when creating a logo design brief.

The client has an expectation. In order to fill that expectation, or even exceed their expectations and to be able to achieve this in the shortest time and less costly way as posable, you will need to know what those expectations are.

Clients know what they are looking for most of the time, and even go as far as supplying their own sketches, and samples of other works that they are inspired by. The concepts they provide are mostly good, and others not so good.  I love getting these into the draft format and offering them up with some good alternatives as well.  The not so good ones also as I believe the customer is always right until they tell you otherwise.  Then you can finallywork with them to achieve what they really want.  And that would be a stunning logo design of course.

Get as close to knowing as much as posable.  In other words, encourage your client to be as free with as much information as they have even if at the onset they “have no idea” regarding the nature of the design. They will need to give their feedback on the initial drafts and suggest revisions or even new concepts, so sub-concisely, they do know what they want.

When they tell you that they have no ideas.

Sometimes the client may not know what they want until they see something in draft format.  They may tell you that’they did not ask for the concepts you have offered and other words to that effect.  This can be a positive thing in two ways.  One, you now have a bragging chip in the way of response.  “Tell me more about what you have in mind?”   Two, This paves the way for fresher inspiration for you both to work with.

To finish this article on the subject of the logo design brief here is a quote from one of my heroes in the Graphic design community.

“I strive for two things in design: simplicity and clarity. Great design is born of those two things.”

Lindon Leader designer of the FedEx logo.

Probably my best design brief came with this project.

Please leave a comment, question, or anything.

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