In this article

A logo design brief is not an instruction telling a designer which shape to draw. It explains why the business needs a mark, where it will appear and how decisions will be made. Unlike a general guide to commissioning a logo, this article focuses on preparing the brief itself. It helps separate confirmed information, open questions and existing elements that should be retained.

Quick answer

A useful brief records the exact name, business, priority audience, applications, reasons behind references, expected delivery and approval owner. Do not present uncertain decisions as settled facts. Update the document after the first conversation, then agree on one sentence describing the problem the design must solve. The brief should remain a decision reference throughout the project.

Describe the business concretely

Replace “we are innovative and high quality” with a description of what you sell and to whom. A manufacturer might explain its dealer network and how buyers recognise a product range. Put a long company history in an appendix. Reserve the first page for the present decision, confirm the exact name and flag any possible name change as a separate open issue.

Describe the audience through a situation

Describe the moment when the audience encounters the mark: selecting a product, booking an appointment or reviewing a proposal. Age and income alone do not explain that situation. When several audiences matter, identify the first priority. This helps explain design decisions and avoids asking one symbol to communicate every possible message to everyone at once. Focus on the most important recognition task.

List applications with dimensions

Show the smallest and largest applications separately. Share approximate spaces for labels, signage, profile icons and document headers, clearly marking unknown dimensions. Ask suppliers about dark backgrounds, embroidery or single-colour printing where relevant. Separate initial applications from future possibilities so that speculative materials do not complicate evaluation of the main mark. Include photographs when they clarify a real constraint.

Explain references and deliverables

Explain why a reference appeals to you: letter construction, spacing or overall character. Keep competitor examples in a separate section and identify similarities to avoid. Link deliverables to actual users such as printers, web teams and office staff instead of requesting “every format”. References should support a discussion of original work rather than become instructions to reproduce another company’s design.

Complete the example with an approval method

Finish by stating the objective, first test surface, feedback coordinator and final approver. Add available content, target timing and exclusions. For a hypothetical coffee brand, the first test might be a pack label and the second a small profile icon. Confirm the order with the designer after discussion. A concise application list and existing files provide a practical starting point for a conversation with BOCW.

Key takeaways

  • Separate confirmed information from open questions.
  • Describe applications through real examples and dimensions.
  • Name feedback and approval owners.

Frequently asked questions

How long should the brief be?

There is no required length. A short document with accessible decisions and useful appendices is sufficient. Keep open questions visible and retain an editable version that can be updated after discussion.

Must I draw the logo first?

No. If you have a sketch, explain the thought behind it without treating it as the final solution. A brief establishes evaluation criteria rather than closing down design exploration in advance.

Should the brief include a budget?

A budget can help define scope when you can share it. Explain the deliveries it should cover and the work that can wait. Present an uncertain figure as planning information rather than a binding quotation.