Clients are often surprised at how much time we spend at the briefing stage, and how much information we seek, especially if you are lost on how to write a brief for logo design. A good briefing process allows customers time to truly reflect on their current position and to make good decisions about the direction they wish to take.

In our experience, this is time well spent and means that the actual creative process has structure and direction from the outset.

If you are considering embarking on a new logo design project, here are our top tips on creating a strong brief for a great result.

Ask yourself, what are the characteristics which define your company’s brand? Do you want to convey a sense of youth, energy and innovation, or an established safe pair of hands? What characteristics would you prioritise?

  • Write it down

We all have favourite logos from successful brands or companies we like working with. But what is it exactly that we like? Trying to pinpoint exactly what it is that connects you to a brand is actually harder than it sounds, which is why writing down your logo design brief is a great starting point. It helps you to see where you have clarity and where you need help in determining exactly what you want to achieve.

  • Think about your clientele and what’s important to them

It’s helpful to us if you can build a clear image of your ideal customers within your logo design brief. Think about what’s important to them - what do they want, what don’t they want? Why might they choose your business over your competitor? This process enables us to look at your business as a potential client, helping us assess the image you need your new logo to project.

  • Discuss your logo brief with colleagues and customers

Get other people’s input to your logo design brief. Explain to them what you’re trying to achieve and ask for their honest assessment of your current logo. Understanding the starting point often uncovers interesting information about what people like and dislike about your current logo – information they may feel unable to share if asked directly. Go on to ask them to good quality questions, like how they would describe the personality of your organisation - a good logo will feel relevant to both audiences.

  • Think about logos which you like and dislike

While your logo exists to do a job in marketing your company, it’s got to be a symbol which you like. As such, it’s always good to see some examples of what you believe to be good, bad and indifferent logos used by competitors or other people within your industry. This helps us to understand the sort of logo which you feel will take your company in the right direction, supporting your overall long-term business goals.

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Written by Emma Puzylo January of 2016