What a good logo brief looks like
A good logo starts long before the first sketch. The brief is where you decide what the logo needs to say, to whom, and where it will be used. Get it right and you save rounds of revisions.
Most logo projects that go wrong do not fail because of the designer. They fail because nobody agreed on what the logo was supposed to do. A clear brief turns a guessing game into a focused project.
1. What your business does and for whom
Describe what you do in a sentence or two, and what makes you different from competitors. Then describe your ideal customer: their age, location, type of business and what they care about. A logo for a children’s dentist and one for a cosmetic surgery clinic should feel very different, even though both are dental.
2. Your brand personality
Pick three to five words that should describe your brand, such as trustworthy, friendly, premium or fast. It also helps to place your brand on a few scales:
- Classic or modern?
- Playful or serious?
- Simple or detailed?
- Affordable or premium?
These answers guide the shapes, fonts and colors the designer explores.
3. The kind of logo you want
| Type | What it is | Works well for |
|---|---|---|
| Wordmark | The name in custom lettering | Short, distinctive names |
| Lettermark | Initials or a monogram | Long names |
| Icon + text | A symbol next to the name | Most small businesses |
| Emblem | Text inside a badge or shape | Traditional or craft brands |
| Abstract mark | A unique geometric symbol | Tech and modern brands |
“Not sure” is a perfectly good answer. A good designer will recommend a direction based on the rest of your brief.
4. Where the logo will live
A logo that looks great on a website may fall apart when embroidered on a shirt or shrunk to a phone app icon. List every place it will appear: website, social media, business cards, signage, vehicles, packaging, uniforms. This decides how simple the logo needs to be and which files you will need.
5. What you like, and what you do not
Share two or three logos you admire, from any industry, and say what you like about them. Then list what you definitely do not want: colors, symbols, clichés, or anything that looks like a competitor. Dislikes are often more useful than likes.
6. The practical details
- The exact name and tagline, spelled exactly as they should appear.
- Any brand colors you must keep, with codes if you have them.
- Your deadline, especially if there is a launch or print date.
- Your budget range and who will approve the final design.
What you should receive at the end
Ask for your logo in color, black and white versions, horizontal and stacked layouts, and an icon on its own. You should get vector files (AI, SVG, EPS or PDF) for print and signage, and PNG files for web and social media. A short brand guide with your colors and fonts keeps everything consistent from day one.
Common mistakes to avoid
- Asking for a logo that explains everything. A logo is a signature, not an advert. It cannot show every service you offer, and trying makes it cluttered.
- Following a short-lived trend. Trendy effects date quickly. A simple, well-built logo lasts for years.
- Designing by committee. The more people giving feedback, the safer and blander the result. Agree who makes the final decision before you start.
- Judging the logo only on a big screen. Check it small, in black and white, and on a busy background. If it still works there, it works everywhere.
- Forgetting about the files. A logo without vector files causes headaches the first time you need a sign or printed shirt.
Frequently asked questions
How much does a professional logo cost?
It depends on the scope. A logo on its own costs less than a full brand identity with guidelines, stationery and social templates. Ask for a fixed quote with a set number of revision rounds included.
How long does a logo design take?
Most logo projects take one to two weeks from brief to final files, depending on how quickly feedback comes back. Full brand identities take longer.
How many concepts should I expect?
Usually two or three distinct directions. Fewer, well-thought-out concepts are more useful than a large batch of quick variations.
Do I own my logo when it is finished?
You should. Make sure your agreement says the final design and source files are yours once the project is paid, so you can use it anywhere.
Ready to brief your logo?
Fill out our guided logo brief. It takes about 6 minutes and you get a fixed quote within 24 business hours.
OKS Technologies is a web and marketing studio in Buffalo Grove, Illinois. We build websites, run SEO and marketing, and automate the busywork for small businesses across the US.
