A 3-Step Brief for Achieving the Perfect Logo Design.

A well-written logo design brief is what keeps designers on the right track to designing the perfect logo for your business. Before getting started on your brief, it's important to understand the basic components of a creative brief and some helpful design language that will help you define what you want. By the end of this guide, you'll be able to write logo briefs that empower designers to create the perfect brand for your company.

What is a logo design brief?

A logo design brief is a document that provides a designer with all the information needed to create a logo for you. It generally lays out essential information about the business, the desired design style, the project timeline, and the budget. Any miscommunication on these points can lead to a disconnect between you and the designer (and a logo that's off the mark), so let's make sure you're ready to write down each step!

1. Provide information about your business

While it's easy (and fun) to jump into the visual aspects of a logo design brief, it's always better to start with the why. In this case, basic information about you and your business. After all, graphic designers are more than just computer operators: they understand people, products, industries, and how to choose the matching aesthetic for these subjects. Define your product, target audience, and industry Since good designers know which design techniques work well for different products, audiences, and industries, this is a good place to get into the details. Consider sharing your product materials, your production process, your customer lifestyles, or any other industry competitors you may have. Define your brand values Different brand values also translate to different design styles. When describing your brand values, it can help to think about different value spectrums such as modern versus classic, fun versus sophisticated, or young versus mature. Designers can render these values visually with design elements. Notice the sharp differences between a fun logo and a sophisticated logo. Enter your company name Although this seems obvious, it's often overlooked. Make sure you specify exactly how it should be presented: which case do you want the letters to be in? Is there a space between words? Does it matter if everything appears on a single line or on multiple lines? Provide the company tagline (if needed) In some cases, taglines are embedded in the design and cannot be removed from the logo. Think long and hard about whether you want one in your logo. Or, if you want something more flexible, you can make sure to let the designer know it should be removable. However, keep in mind that this will lead to more design files to keep track of (and a higher design cost depending on how you choose your logo).  

2. Communicate the logo style you want

Express which logo type you need Wordmark? Emblem? Abstract mark? If these are new to you, check out our article on the 7 types of logos. Determining the logo format you want will save you and your designers a lot of time during the design process. If you're not entirely sure about the format, don't hesitate to suggest a few formats you think will work. Your designers may show several different options. Design style In addition to the logo type, you can also mention the style. Some examples of logo design styles are vintage, flat, minimal, or skeuomorphic. Colors Good designers will know which colors are suitable for your firm. That said, color suggestions are clearly briefly stated. Your suggestions can be as general as "blue and black", or for a more specific suggestion, you can include images with samples of the specific color values you're looking for. Inspiration (e.g., mood board) A mood board can be a place for many things. Here you can include photos with different color palettes, photos of logo applications you have in mind (beer coasters, wooden signs), photos with elements of other logos you like, and even a pre-existing logo your business may want.  

3. Clarify timing and budget

Timing The design process is just that: a process. While a great logo design can unexpectedly happen within a few hours, it usually requires a period of trial and exploration by the designer. Therefore, giving designers more time will increase your chances of getting amazing designs. While designers are more than willing to do rush jobs, do your best to plan ahead and start the design process well before the start of your business. Give your designers a time frame that allows for revisions. On Freelancer Websites, getting a logo made usually takes 1-2 weeks, but if you're working with a freelancer or agency, it can be longer. It's best to budget 2-4 weeks (or be willing to pay more for a rush!). Budget Talking about money can be hard, but if you have a budget, you need to stick to it! Make sure to clarify whether the designer works on a project basis or hourly basis. If they work per project, clarify how many versions and revisions of the logo you'll receive. If they work hourly, ask them how long they think your project will take. In most cases, the term "you get what you pay for" is true when it comes to logo design. You may get lucky with a beginner designer and hit gold, but you'll get reliable results by paying experienced designers a reasonable price for their time. If you're not sure what to pay for a logo, you can start by reading articles on Google about logo costs. You can also call or ask some sites for quotes.