Logo Design Brief Template

The Logo Design Brief template is filled with questions, thought starters and image placeholders to help you write your brief in minutes.

Start by learning as much as you can about the goals and purpose of the project. A great logo reflects the values and personality of a company. As iconic designer Saul Bass says "logos are the graphic extension of the internal realities of a company."

Spend time with your client, have them lead you through their history and vision in their own words and ask questions like... What does the company stand for? What are your goals? Who are your main competitors? How will the logo be used? How do you want people to feel when they see your logo?

Once you have a clearer understanding of the company, it’s time to start defining the brand values or look and feel of the logo in words.

Write out the tone or personality you want the logo to reflect. Should it be modern or classic? Formal or playful? Loud or minimal? Young or mature? These simple style choices can help steer designers in the right direction to creating a logo that accurately reflects the organization.

Your logo will likely be displayed in a variety of places, from business cards, to websites, packaging, clothing and more.

Clearly describe where your client plans to use the logo. This will help you create a logo that works in all environments—something that's easy to read at a small size but also looks amazing scaled up on the side of a building.

This is where you describe a specific type of audience and detail what’s important to them. It will help you create a logo that grabs their attention. What brands do they love? What is their current relationship with the product or service? What design styles best are they drawn to? Answering these questions will enable your team to think about the project from the perspective of your audience.

Before you jump into design, it's essential to understand your clients' design preferences. They know the brand better than anyone so they'll probably have some ideas around the visual direction. Ask them to supply any images that communicate their design preferences, then add them into the brief.

It's equally important to understand what your client likes about these references and how they tie back to the company goals. Is it the colors, the shapes or the personality captured in the images? Or are they examples of what not to do? All these details will help you stay on the same page throughout the design process.

Once you’ve made any final tweaks, it’s time to share the completed brief with the your team, organize a kickoff meeting and start the project.