How to Brief a Designer for the Best Logo Results

← Back to Blog

One of the most common reasons logo design projects fail is not the designer's fault — it's a poor brief. When clients don't communicate clearly what they want, designers are left guessing. The result? Multiple revisions, wasted time, and a logo that nobody is happy with.

The good news is that writing a great design brief is simple once you know what to include. Follow this guide and you'll get a logo you love on the very first attempt.

What is a Design Brief?

A design brief is simply a document or message that tells your designer everything they need to know about your brand and what you want from your logo. Think of it as giving your designer a map — the better the map, the easier it is to reach the destination.

What to Include in Your Logo Brief

1. Your Business Name and What You Do

This sounds obvious but many people skip it. Tell your designer your exact business name as it should appear in the logo, and explain clearly what your business does, who your customers are, and what makes you different from competitors.

2. Your Brand Personality

Describe your brand like it's a person. Is it professional and serious? Fun and playful? Luxurious and premium? Bold and energetic? The personality of your brand should come through in your logo design. Use adjectives to describe how you want your brand to feel.

For example: "I want my brand to feel trustworthy, modern, and approachable — not too corporate but still professional."

3. Your Target Audience

Who are your customers? A logo designed for teenagers looks completely different from one designed for corporate executives. Tell your designer the age range, profession, and lifestyle of your target customers so they can design something that appeals directly to them.

4. Color Preferences

Colors carry meaning. Blue conveys trust and professionalism. Red suggests energy and passion. Green represents growth and health. Black feels premium and sophisticated. Tell your designer which colors you like, which ones you want to avoid, and if you already have brand colors to match.

5. Logo Style Preference

There are several types of logos. Tell your designer which style appeals to you:

• Wordmark — Just your business name in a stylized font (e.g. Google, Coca-Cola)
• Icon/Symbol — A graphic symbol with or without text (e.g. Apple, Twitter)
• Combination Mark — Both an icon and text together (most common for small businesses)
• Emblem — Text inside a badge or seal (e.g. Starbucks, Harley-Davidson)

6. Logos You Like and Dislike

Share 3-5 examples of logos you like — even from completely different industries. This gives your designer a visual reference for your taste. Also share any logos you dislike and explain why. This helps the designer avoid design directions that won't work for you.

7. Where the Logo Will Be Used

Will your logo appear on a website, business cards, social media, packaging, signage, or all of the above? This affects how the logo is designed. A logo that works on a billboard may not work as a small social media profile picture. Tell your designer all the places you plan to use it.

8. File Formats You Need

Ask for your logo in multiple formats: PNG (for websites and social media), SVG (scalable vector for print), and PDF. A professional designer should provide all of these without extra charge.

Common Mistakes to Avoid

• ❌ Saying "just make it look good" — be specific about what "good" means to you
• ❌ Changing your mind completely after designs are delivered — stick to your brief
• ❌ Asking for too many concepts at once — start with 2-3 directions
• ❌ Ignoring your target audience — design for them, not just for yourself
• ❌ Rushing the process — good design takes time, give your designer enough of it

Following this guide will dramatically improve your logo design experience and results. The more clearly you communicate, the better your designer can bring your vision to life.