How To Create A Logo Design Brief

by | Mar 25, 2021 | Branding, Logo Design | 0 comments

There are many steps to creating the perfect logo for your business and the very first one is creating a logo design brief. The logo design brief is a document that contains all relevant information about the business’s products or services that will be used by the designer as a guide to creating your logo. The more detailed and clear the brief is, the higher the chances are of the designer creating the logo you have always envisioned.

Creating your company’s logotype is one of the most important steps of your marketing strategy. The perfect logo should be memorable, simple, scalable, versatile and most importantly, visually transmit your brand’s identity and message. In order to achieve this, it is very important that you follow a logo design brief template and send it to your designer.

The most memorable logo designs are the ones that can tell the viewer or potential client something about the brand and business through the colours, typography and graphics. The ultimate goal is to create a logo that will be easily recognised and always remembered. Therefore, creating a logo can seem like a simple task however, the reality is it actually takes time, effort and plenty of revisions until you and your designer master it.

You have an idea of what you want and in order to get it, you need to be able to explain your ideas to the designer. Even if you don’t know exactly what you want, you still have important information to share with the designer as you know more about your business than anybody else.

Here are some topics you should include in your Logo Design brief:

1. Information about the business

The first thing the designer needs, is to get to know your company and what it does. Make sure you cover the following topics:

  • Business name
  • Trading name
  • Products/services you offer
  • Your brand’s story
  • Your brand’s values
  • The message you want to convey through your logo

2. Project Description

Describe the reason why you need a logo and your goals. Are you starting a new business or creating a whole new look for your brand? Make sure to include your timelines and what you want to be delivered.

  • Why you need a new logo
  • When you need the logo to be completed
  • What you want to achieve with the project

3. The target market

It is very important to know who you want to speak to. Different demographics prefer different design choices. Eg: something that is appealing to generation Z is much different than what appeals to millennials.

  • Who is your ideal customer?
  • Target Market Gender, Family Life, Location, Age
  • How do they engage socially Online?
  • What are your target audience’s values, interests or hobbies?
How To Create A Logo Design Brief

4. Your competitors

Give your designer some insights about your competitors. This way the designer will be able to search for industry trends so you can decide if you want to follow them or have something different.

  • Who are your competitors
  • Their strengths and weaknesses
  • Your point of difference from your competitors
  • What type of logos and colours do they use
  • Which logo designs from your competitors do you like/dislike?

5. Project Details

It’s time to get into detail about your logo preferences. So far, you have explained all about your brand and niche, so make sure to cover the following:


There are several logo styles to choose from. It is a good idea to give your designer no more than 2 style options to work with, so the designer can give you some good ideas based on different logo styles. When choosing your preferred logo style, make sure you take into consideration your brand’s personality and the message you are trying to convey to your target audience.

Colour Preferences

When selecting the colours for your brand, make sure you take into consideration colour phycology as each colour may transmit a different message.

Font Preferences

Deadlines and budget

Try to be as realistic as possible when it comes to deadlines. Make sure you consider in detail all the work that needs to be done. Let the designer know what your budget is. Some designers might be flexible and will negotiate the deliverables according to your budget.

Always remember that your logo is usually the first point of contact between you and your potential client so it is very important to create a logo that not only represents your brand but also transmits your message. Spending a little bit more now might save you time and money in the future.

That’s it!

By providing all this information, you won’t be restricting the designer’s creativity, you will only be pointing the designer to the right direction and increasing the chances of success without wasting time and money.

Now you should have all information you need to go to the market and start getting some quotes for your logo design. If you want help with your brief or would like a quotation for your design, get in touch and we will have a chat.

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Marilia B Creative Studio Branding & Web Design

Hi, I'm Marilia

I’m all about crafting bee-autiful brand identities and eye-catching websites to help your business bloom and flourish in the digital world. Let’s make some magic together!