How to Write a Logo Design Brief That Gets Better Designs
A logo is only as good as the brief behind it. Designers cannot see inside your head, so the more clearly you describe your business and your taste, the closer the first ideas will be to what you want.
1. Say what your business does
Write two or three plain sentences: what you sell, who buys it and why they choose you. Avoid slogans. A designer needs facts, not marketing language.
2. Name your customers
A logo for teenagers looks different from a logo for a bank. Describe your typical customer in a line: age, interests and where they will meet your brand.
3. Show styles you like (and dislike)
Pictures work better than words. Pick a few logos you admire and a few you do not like, and say why. Even a short note such as "too busy" or "love the simple shape" saves a lot of rounds.
4. Spell out the name
Write the brand name exactly as it should appear, with capital letters and spacing. Say if you want a tagline inside the logo or not.
5. Tell designers where the logo will be used
Shop sign, app icon, packaging, social media or a printed uniform. A logo that works at very small sizes needs a simpler shape than one used only on a large sign.
6. Share colors, but stay open
If you already have brand colors, list them. If not, say which moods you want, for example calm, bold or friendly, and let designers suggest colors.
7. Give feedback early
Rate the designs you like and comment on them while the contest is running. Be specific: "make the symbol larger" helps more than "make it better". Designers improve the ideas that get your attention.
A short checklist
- What we do and who we serve
- Brand name and optional tagline
- Logos we like and dislike
- Where the logo will be used
- Colors we prefer or want to avoid
Take ten minutes on your brief and you will usually see better ideas from the very first day.
