Logo design briefs and how to write one

Image of pen on paper for writing brief

Good briefs are everything. Without them, we are blind. Without them, we leave the fate of our world to chance.

It is very important to have a well written design brief because it acts as a source of reference for everyone involved, and it encompasses exactly what the client wants to achieve.

The below questions will help the client write a solid brief for the design of a logo, and can be applied to other design briefs as well.

About the company

  1. What is the name of your company/organisation/service/product?
  2. How long has your company been established?
  3. Can you describe your business?
  4. If you had to describe your business in one word, what would it be and why?
  5. What services or products do you provide?
  6. Why was your company started in the first place and what was the motivation?
  7. How big is your company? (number of employees? revenue?)
  8. What are the strengths of your company?
  9. And what are its weaknesses?
  10. What are the long-term goals of the company? Where do you see your company in 5 years? 10 years? 30 years time?

About the companies competitors

  1. Who are your main competitors?
  2. What sets your company apart from the competition?
  3. How do your competitors market themselves?

About the target audience

  1. Who is the primary target audience?
  2. What is the target audience’s age group?
  3. Are they mainly male or female?
  4. Where do most of your audience live?
  5. What is the average household income of your target audience?
  6. Are there any new markets you’d like to break into? If so, what would they be and why?
  7. If your customers had to describe your company in one word, what would it be and why?
  8. How do most of your customers find out about your company?
  9. How do you plan to communicate with your target audience?

About the logo

  1. What is the current logo?
  2. Do you like or dislike anything about the current logo?
  3. Why are you looking to change the logo? What do you want the new logo to accomplish?
  4. Are there any words that describe how you feel when you look at your current logo and branding?
  5. What three attributes would you like your target audience to think of when they look at your new branding?
  6. Does your company have any visions or values? Do you have a mission statement?
  7. If you had to choose, which words best describes your brand:
    Traditional or modern?
    Friendly or corporate?
    High end or cost-effective?
    Consumer or Trade?

Your design preferences

  1. What colour palettes do you like and why?
  2. Are there any elements from the existing logo that you’d like to keep and why?
  3. Are there any restrictions to consider when designing the new logo?
  4. Is there anything that must be included, like existing brand elements, strap line, words or icons?
  5. Looking at other people’s branding, what logos do you like and why?
  6. Are there any logos that you particularly dislike and why?


  1. Do you have a budget in mind for the new logo?
  2. Do you have a deadline that needs to be considered?
  3. How many initial concepts would you like to see?
  4. Who will be the decision makers on this project? Giving feedback and approvals?
  5. How frequently would you like to meet? Weekly? Monthly?
  6. Will there be anyone else involved in this project? Any third party sub-contractors or other agencies/freelancers?
  7. Is there anything else you’d like to add that we haven’t already covered?
  8. Finally, would you like a brand-guidelines-pack creating?

If you would like to discuss your companies logo design, please get in touch.

2 thoughts on “Logo design briefs and how to write one

  1. Airlinese says:

    Delta Airlines help desk

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