How to write a branding/logo design brief

How to write a branding/logo design brief:

Designing anything successfully for clients largely depends on gaining a good design brief from the client. By this we mean good detailed thought about information. When working at other design agencies in the past I have seen plenty of account handlers complain, “the client didn’t give me a very detailed brief” when they wonder why the end product isn’t great and they have an unhappy client; but we believe that rather than been given a design brief, the skill lies in extracting a brief, discussing the brief and refining the brief with an experience account handler that can offer help, advice and experience into the pot.


Here are some of the typical questions you could ask yourself (as a client) to get you thinking about your design brief prior to discussing with your design agency:

  • What does your company do? (exactly!)
  • How would you like to be perceived by others? 
  • Who is your primary target market? Base it on demographics (age, education, income, etc).
  •  How would you like to be different from any competitors?
  •  What do you want your logo to say about you? 
  • What keywords best describe your business?  (eg… dependable, traditional, established, edgy, strong, enthusiastic, unique, high-tech, integrity, fun, serious, upscale, original, etc.)
  • What are 2 logos that you like and dislike? 
  • What colours do you like and dislike? 
  • Is your logo to be used across social media?
  • What is the deadline?

We hope this might help both clients and account handlers in the future and we’d certainly be keen to hear people’s thoughts on the above and also suggest what you might add to this list or process?