Cat Lund
- May 11, 2021
- 2 min read

KEEP IT BRIEF

I have been getting a lot of requests for logos lately. Logos are the single most important piece of your branding, as they set the tone for your entire business.

As well as displaying your brand identity a logo is often really personal and carries a great deal of emotional weight. That's why it's so important that you end up with a logo you love.

One of the things that helps designers create a really great logo that sums up your brand identity, is a good design brief, the starting point for any design.

Even if you don't have much of an idea of what you want (and I hear your, hey! That's why I'm paying a designer!) you do need to give us some clues. So here are some things to think about when creating your design brief.

LOGO DESIGN BRIEF CHECKLIST

1. Describe your business

You need a logo that fits your brand. Is it playful, serious, exciting, sporty, professional. calming, caring, go-getting?

2. Give context - what do you do? It's no good using playful fonts like comic sans, for a funeral parlour, for example!

3. What's your personal style? What colours and fonts do you like? What things appeal to you? Round or square? Retro or modern? Give some examples of logos you love (or hate)

4. Where will you use your logo? On a website - of course! - on headed paper and business cards, in leaflets, in advertisements, on banners. Make a list of all your possible marketing collateral as this will affect the shape and size of your logo.

5. Who will see your logo?

Tying in with where your logo will be used, have a think about your target audience and let your designer know who they are. You want to end up with a logo that will appeal to your target audience.

6. What's your budget and schedule?

Knowing ahead of time what kind of budget you have to work with, means a designer can be upfront with you about the best way to spend your money, especially if budgets are tight. If you have a deadline that you're working towards you should also make this known.

7. Any definite “Do nots”?

Most people have very distinct likes and dislikes. If you really hate red, can't stand the retro vibe and find Times New Roman abhorrent, you should let your designer know.