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Logo Design Brief

Logo Design Brief

Graphic designers must ask these twenty logo design questions to their design clients to design the most appropriate logo.

Brand Name (Logo Wording) as it should appear in logo: This is the name that would be used in the logo graphic, if this is a multilingual logo project, please provide multiple names. It is important to clearly write the Brand Name. The Brand Name should be clearly separated from any motto or subtitle (Tagline) you want for the logo.
Company and Industry Profile: Please explain what your company does and who your consumers are. Knowing your brand and business, the graphic designer can create a better logo design which would be in line with your goals. At this section, provide a list of several competitors as well. Remember to provide a website address for the designer to check your company.
Unique Selling Proposition and Market Positioning: Please explain what makes the company different from the competitors, and how you position your brand; which elements or adjective could be described to explain the way your company works and its unique selling points. Explain brand values important to your brand. Write for example what words best describe your company.
Target Medium: Where will this logo be used, is it primarily for packaging or for digital media. While it is true that a good logo should work at every medium, for example if the logo is for packaging, using less colors or standard colors could be useful, and for online or digital mediums, the logo could actually be animated.
Logo Design Brief
Deliverable Formats: You are kindly asked to indicate where the logo will be used such as Product Packaging, Labeling, Signage, 3D Integrated to Product, Product Merchandise, Pixel: Digital Icon or Favicon, Stationery and Corporate Literature, Vehicle Livery, Company Merchandise and Clothing, Event & Conference Stands, Animated Versions for Web etc. Based on the deliverable formats, the designer could need to do more work. The standard delivery format for a logo design project is a Vector File that could be scaled up or down.
Feeling: What do you wish your clients to think, within 2 seconds when they look at your logo; i.e. do you aim to provide a feeling of dynamism, trust, respect, health or any other values? At this section, list the values that you wish to communicate; write several adjectives about your brand that should be integrated to logo.
Style: While the designer would perhaps do the best style for you, it is true that the business owner or representative is more likely to have a better understanding of the company values, therefore for this section you should communicate style preferences with example images. Create a folder called style and put several images into this folder.
Color Schemes and Palette: At this section please provide a list of colors that you prefer for the company, in some cases companies could already have a set of existing corporate colors that would be required to use, if you have color swatches, indicate the color codes. To communicate colors, create a new folder called colors and save the colors into this folder or provide detailed color codes.
Logo designs that you love. If you already have an idea about how you want your logo to look like, you could provide a list of logo designs that you really like, the logo design examples could be in your industry or outside your industry. To provide examples, create a folder called examples in your computer and copy the logo designs you like to this folder.
Logo Design Brief
Budget: Please provide a budget for your logo design project, the logo design budget will affect the number of people working on the logo, number of variations or alternatives, as well as number of different deliverables; for example a higher budget could provide examples of logo application on merchandise, a beautiful corporate logo guide, logo application guidelines etc., and a less budget will result in just a vector drawing.
Timeframe: When do you need to have the logo design completed? Experienced graphic designers will take their time to work and think on alternatives and it could take several weeks for the logo to be created, initial designs can be shown earlier from this time frame. It is important to indicate time to check if the designer has this time available.
Additional Information: Feel free to add any other information that relates to your logo design project. If you have any special requests or comments for the graphic or symbol design or for example fonts add this information to your logo design brief to help the designer create a good logo that matches your requirements.
Corporate Guidelines: If you have an umbrella company or if the logo design is for a group company, you could provide corporate guidelines in order for the new logo to match the style of your holdings or large enterprise, Attach the guidelines as a separate document. The Corporate Graphic Guidelines usually include information such as colors, fonts, text usage, logo usage requirements etc. If you do not have corporate guidelines leave this section blank.
Technical Details: Do you have any technical details or requirements for your logo design, for example do you need the graphic designer to deliver in a specific format or use specific number of colors; some companies prefer to indicate preferences such as single color, monochrome, two color, full color etc. for production purposes. Single color logos are suggested.
Logo Design Brief
Elements: Do you also need a mascot, a graphic symbol or icon, background or do you prefer to have your logo just as text. The standard logo design project usually covers only a symbol plus text, or just text and a higher budget could be necessary for mascots, graphic symbols or backgrounds for corporate material.
What you do not want: In all sections, you explained what you wanted for your logo design project, at this section you are asked to explain what you do not want for your logo design project; for example colors, styles, or graphic language to be avoided could be listed here, this save time of the designer as well as the commissioner.
Redesign: If you already have a logo and want to have a redesign of this logo, please send this logo in its vector format as well as why you want to replace the logo, perhaps (especially if your budget is low) it could be possible to save the old logo simply by restyling and modernizing it; updating the colors, removing or adding shadows or reflections etc.
Rephrase: Recheck the answers to your questions to ensure that your answers are not too vague or too detailed; i.e. you clearly state what you want but providing a way for designer to be creative; you cannot be very strict nor very detailed for your answers to ensure the designer could work freely, also your answers shall not be contradictory or confusing.
Number of Variations Required: Most graphic designers will provide three samples, and later refine one of the selections up to two times to make the perfect logo, while professions would provide only one proposition. Your logo design budget can affect the number of variations you could have, but you could still ask for more, with specifics to each variation.
Summary: If you had 10 seconds to ask the logo designer for this job, which elements are the most important for you? Explain what is the most important element that relates to your logo design project; is it the colors, or is it the message? What should designer work most on? Explain in several sentences.

This article was added on Thursday, 23rd of October, 2014 at 06.23 am by author Frank Scott Tags: logo design brief, logo design brief questions, brief for logo design. Read our copyright policy here.




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