A good logo brief defines the business problem before anyone draws a mark. Start with who you serve, what makes your offer different and where the logo must work. These decisions make creative feedback more specific and help agencies quote a comparable scope.
Explain the business in plain language
Write one paragraph describing what you sell, who buys it and why they choose you. A restaurant, a paint manufacturer and a software company need different visual signals. Avoid describing the brand only as “premium” or “modern”; explain what those words mean for your customers. Include the exact brand name, spelling and any tagline that may need to appear.
Describe the audience and market
State whether the identity is intended for a local service area, a national product range or international customers. Mention languages and scripts if relevant. Share competitors as context, then explain how your business differs. The objective is to find a distinctive direction, not reproduce a familiar competitor’s mark.
List the applications that matter
Think beyond a website header. A logo might appear on a small WhatsApp profile, an embroidered uniform, a shop sign, a product label and an invoice. These applications expose different limitations. Ask to review the preferred concept in one colour and at small sizes, and identify any production restrictions before the final artwork is prepared.
Agree what the quote includes
Compare discovery, number of directions, refinement rounds, supporting applications and handover files. A logo-only brief is different from a full brand identity project. Ask which editable vector formats and exports are included, what happens if the scope changes and how the agreement handles ownership. Do not assume a low price includes a complete identity system.
Make feedback usable
Choose one person to consolidate comments from the decision-makers. Replace “make it more exciting” with observations tied to the brief: the name is hard to read at small size, the icon resembles a competitor, or the style does not suit the audience. Record approved decisions so each round builds on the last.
Plan the handover before launch
Request an organised file set with clearly named versions. Keep the master artwork separate from everyday PNG and JPEG exports. Confirm colours, spacing and acceptable backgrounds, and brief the people updating your website, signage and social profiles. A good identity loses consistency when every supplier improvises a different version.
Your project checklist
- Exact brand name and approved spelling
- Audience, market and competitor context
- Required applications and production constraints
- Concept, revision and source-file scope
- Decision-maker, feedback process and launch target
A common question
Should I send design examples?
Yes. Explain what you like about each reference—such as simplicity or letter spacing—so it informs the brief without becoming a request to copy.
Put the guide into practice
Explore our logo design services for the process, possible deliverables and enquiry options. Share your context so the proposal reflects your business.