Logo Design Brief Template: How to Brief a Designer Properly (Free Template)
A logo is only as good as the brief behind it. Vague instructions such as "something modern and professional" produce vague logos and endless rounds of revisions. A clear brief gives the designer what they need to start well and gives you criteria for judging the result.
Use the template below, then adapt it. It works for a freelancer, an agency or an in-house designer.
Before you write the brief
Settle the thinking first. A logo expresses decisions that should already be made:
- Who the brand is for
- What it stands for
- How it is positioned against competitors
If you have not done that yet, start with brand strategy and your positioning statement. A logo is only one part of an identity. See logo versus brand identity to be clear what you are asking for.
The logo brief template
Copy these headings into a document and answer each one in a few sentences.
1. About the business
- Name, and how it is pronounced if it is not obvious
- What you do, in two sentences
- How long you have been going, and where you want to be in three years
- What makes you different
2. The audience
- Who are your customers? Describe real people, not demographics only.
- What do they care about?
- Where will they meet your logo first?
3. Personality and positioning
- Five words that describe the brand
- Five words it should never be
- Where you sit on price: budget, mid-range or premium
- Your brand values in a line each
4. Competitors and context
- Name three to five competitors, with links
- What do you like and dislike about their logos?
- What conventions in your category do you want to follow, and which to break?
5. Style and references
- Logos you admire, and why
- Preferences for a wordmark (name only), symbol, combination or monogram
- Colour preferences or constraints, with the reasoning. See choosing brand colours.
- Typography ideas. See choosing brand fonts.
- Anything to avoid
6. Practical requirements
- Where the logo will appear: website, packaging, signage, social profiles, uniforms
- Smallest size it must work at
- One-colour and reversed versions needed
- Any legal considerations, such as trade mark checks
7. Deliverables
- Files: vector (SVG, EPS or PDF), PNG with transparent background, favicon
- Variations: horizontal, stacked, icon only
- Colour versions: full colour, black, white
- Guidelines: a short usage page
- Ownership: confirmation that you own the final artwork
8. Budget and timeline
- Design budget, as a range
- Key dates, such as a launch or print deadline
- Who approves the work, and how long approvals take
How to give feedback
- Measure against the brief, not personal taste.
- Say what is not working and why, not how to fix it.
- Use one voice. Collect comments and send them together.
- Test at small size and in context before deciding.
Common mistakes
- Starting before the strategy is clear
- Leaving out competitors and context
- Asking several people to give conflicting feedback
- Forgetting practical uses such as stamps, favicons and embroidery
- Not checking that the name is available. See the naming guide.
Frequently asked questions
How long should a logo brief be?
One to two pages is plenty. Clarity matters more than length.
Should I include my budget?
Yes. It helps the designer propose something realistic. See how much branding costs.
How many logo concepts should I ask for?
Two or three well-considered routes beat ten shallow ones.
Can you design our logo?
Our work is usually a full identity. Book a free brand consultation to discuss what you need.
