How to Write the Perfect Logo Design Briefing | custom brands (2023)

How to Write the Perfect Logo Design Briefing | custom brands (1)

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If you want to create a logo for your business, you are looking for a solid logo design brief.

Whether you create your logo yourself, use alogo generator(like us!) or work with a designer, having a complete logo design brief will ensure you get a logo that accurately represents your business.

When creating your summary, try to think about what your company stands for and the values ​​that drive it. You need a design that encompasses these characteristics, using size, color, feel, etc.

So, with that in mind, let's take a look at how to create a logo design brief that will help you get the perfect logo for your business!

Create your logo design brief in 3 steps

How to Write the Perfect Logo Design Briefing | custom brands (2)

By the end of this post, you should have all the information you need to create a logo for your business or hire a designer to do it for you.

It starts by defining what your business is and who it serves:

Step 1: write who you are

How to Write the Perfect Logo Design Briefing | custom brands (3)

(Video) 7 MIND BLOWING Logo Design Tips ✍

In this part of the design brief, you'll start by defining your real business. Write down your business name (and tagline, if you have one), what you offer, what your goals are, and who your customers and competitors are.

Include your company name and tagline.

Before diving into logo design, you should start with your company name and tagline or tagline. There's a lot more to creating a logo than you might think, and all the details included now will help the person reading your summary, even if that's you, create a logo that accurately represents your brand's vibe.

When writing your business name, be sure to include any specific capitalization requests and required spaces in the title, e.g. Ben's Donuts vs. ben donuts.

Describe what your company does and what you offer.

A good designer knows how to draw; a great designer knows how to help guide their clients and users. In this section, you're basically creating a design goal. Include 1-2 sentences about who you or your team (if applicable) are and what products/services you offer.

Here is an example of an "About" section for a waterbirth business:

We are a team of midwives who are the reference service for assisting home births in water. From providing inflatable bathtubs to teaching hydrotherapy techniques, we assist with every step of the labor and delivery process.

Describe your brand's goals.

What is the “why” behind your business, the reason you started it? Think about the deeper purpose that motivates you to take the plunge. This can help a potential designer understand some of the values ​​behind your business, as well as just clarifying them so they understand what you want your logo to represent.

A target might look something like this:

Provide an empowering, safe, and relaxed birthing environment for expectant mothers on the East Coast.

Define your target audience.

Who is your logo really trying to appeal to? As in, who is this person your business was created for? Please write 1-2 sentences and try to be specific here. Include details like demographics, hobbies, interests, or values.

For example:

Pregnant moms living in the tri-state area who are open minded and health conscious. They are low to middle income and are looking for a way to relieve the stress of their first or subsequent births.

List some competitors.

This will allow you to take stock of some of the other logos out there and see how your competitors are using their designs to appeal to their target audience. And if you work with a designer, listing competitors will give them an opportunity to learn about your niche if they haven't already.

By now, a few basic design elements may be taking shape in your mind. Let's go ahead and get those on paper too!

Step 2: Summarize your design preferences

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Imagine a designer looking at your resume. By now they have an idea of ​​who and what their business is. Now, you'll want to nudge their creativity in the stylistic direction you want, while still allowing them the freedom to do what they do best.

Choose your logo type.

Severaltypes of logos, but the main difference is that some logos have icons while others are based on name only. Decide if you want an icon-based logo (a logo that includes a symbol or shape) or if you want to leave it as the business name alone.

Set a style direction (strokes).

To do this, try to think of your logo as having personality; What adjectives would you use to describe it?

These are some of the main adjectives that can express how your logo looks and what they mean in terms of logo design elements. For best results, choose between 1 and 3 resources, but try to limit yourself to 2 if you can.


Modern designs often feature clean lines and are quite slim.


If you want something more retro, consider a classic design.


Often seen in law firms, these logos contain minimal design and are based on their names.


Creative companies or event companies can express their artistry with complex design


Funeral Homes Want to Show Grieving Customers a Calm and Serious Business


Businesses geared toward kids will want to choose a fun, lighthearted concept.


Grab people's attention with an animated logo


Depending on your needs, you might want a quieter, smoother approach to your logo.

Select your colors.

Colors have different meanings, so you should choose colors that help convey the characteristics described in the previous section.

If you don't have a preference for the colors used, say so! Whether you are working with a logo maker or a designer, this will allow them to unleash their creativity. But sometimes you might be limited by existing brand design details, or maybe you just love a color you've seen elsewhere.

Anyway, it's okay to add your color preferences. Be sure to include thehex color code, so you get the exact tone you want.

Choose your font.

Lastly, in the design section of your logo design report: your choice of font. There are many fonts to choose from, and it's okay if you don't already have a specific one in mind. Research about the differentfont familiesto understand what each font type represents.

You can always include a family name to give an idea of ​​the general style you have in mind, and you or the person or software you work with will narrow it down to a specific font later on.

be inspired.

If you need to give your imagination a boost, head over to Google or Pinterest and start writing down whatever comes to mind when you think of your business or industry. This will help you get somelogo design inspiration, and you can attach specific images that inspire you to your summary.

You don't have to limit yourself to logo images; anything visually inspiring that represents some sort of aesthetic you love is fair game, like color palettes, signage, backdrops, etc.

(Video) How to Create an Iconic Logo

Once you've established all of that, it's time to outline the actual scope of your project.

Step 3: Set your budget, schedule and number of assessments

How to Write the Perfect Logo Design Briefing | custom brands (5)

Try to allocate as much time as possible (or at least a realistic amount of time) for yourself and/or your designer. Your logo design might need some revisions, and if you work with a designer, you're probably not their only client.

So by spending as much time as possible, you allow them to plan and design effectively.

(And if you're short on time, consider using an online logo maker to create your logo in just a few minutes!)

Put a date on the logo design brief that you can work with, and be sure to allow plenty of time for any revisions.

Determine your budget.

Be honest and truthful with your budget from the start! Designers understand that you are often limited by how much you can afford. But if you're paying very little, don't be surprised if you get what you pay for.

Some budgeting tips:

– Learn to be direct and honest when talking about money

– Choose to pay upfront 'by project' or 'by the hour'

– If it’s hourly, ask for a time estimate

– Decide the number of redesigns allowed (will they be included in the price?)

– Include the number of revisions you expect to get for your budget amount to help clarify your expectations and those of your designer early on.

Get your brief logo design template

(Video) Logo Design: Tips to Create the Perfect Logo for Your Business

We've attached a brief downloadable logo design template to help you sum up everything we've just covered! You can use the entire template as a rough model of what your logo design summary should look like, but feel free to make adjustments as needed for your specific business and brand.

Download the template and start putting your logo ideas on paper!

get the model

(Video) LEARN 13 Golden Rules Of Logo Design! (MUST KNOW)

And you

Remember, the more detail and information you include in your logo design brief, the more your final logo design will align with your brand and the message you want to convey to your audience.

Whether you're working with a designer or using a logo maker, a detailed design brief is the first step to getting a logo that will help you get attention and get your business out there in the world.

Want some inspiration before you start working on your design brief? Head over to our logo maker and enter your brand name; It's free to try and will provide you with some logo ideas to help you get started!

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