Usually, when you want a new logo done, you will have to answer some questions or even do a quick interview in order to establish the logo design brief. While this is oftentimes sufficient, here is a complete process that you must do if you want to create a great brief that will ensure quality work from your logo designer:
- Describe your business. This is the most vital information that you can provide a logo designer. It will help him understand who you are and what your message is. Areas that need to be covered in detail include the industry, the product or service that you offer, the unique aspects of your company and any pertinent values that you want associated with your brand.
- Specify logos you like. This is a great way for the designer to get a feel for your taste and for what you might be interested in. You can also mention other images or designs that you particularly like. Include at least three logos but be sure that you understand the style that they were done in. It is also ok to include logos that you dislike.
- Ideas you might have. A good designer likes to work closely with his client so if you have any ideas that you think would be good for the logo, be sure to mention them. Whether this is a concept, an illustration or just an icon, tell the designer about it. You also need to know that it is ok if you do not have any ideas. Do not include ones you are not sure about just for the sake of including something.
- The emotional impact of the logo. It is important for you to mention what kind of feelings you want the logo to evoke as this will influence the colour and font choices of the designer. Apart from feelings, you can include any other reaction that you want your clients to have when they see your logo.
- The colours and fonts. This is not particularly necessary, but it would be very helpful if you would mention the kinds of fonts and colours that you would like for the logo. There are many resources on the internet where you can find both colours and fonts that are free to use.
- Where the logo will go. This is very important as it will affect the way the designer will lay out the logo. Include all the places where you think you will place the logo, both now and in the future. Common examples include stationery, labels, products, signs etc.
- Your target audience. Again, this is important as it will dictate the style used for the logo design. If you want your logo aimed at a particular age group or a particular gender, make sure to mention it.
Do not think that without the perfect logo design brief you will not be able to get a great logo. It can still happen, but being more detailed will allow the designer to focus on the aspects that you like best and there will not be such a need for revisions later on.