How to write a brief for logo design

From the outset, getting the brief right is paramount. A good briefing process allows customers time to reflect on their current position and make good decisions about the direction they wish to take. This is time well spent and means that the actual creative process has structure and direction from the outset.

If you are considering embarking on a new logo design project, here are our top tips on creating a strong brief for a great result.

Three little questions for you…

Want to  bring a high-level marketing meeting to a screeching halt? Just demand  unambiguous answers to the following questions:

1. Who are you?
2. What do you do?
3. Why does it matter?

Now the first question is usually a cinch for most companies to answer. “We are UK Tyres, a national provider of tyres”. Great! Onto the second question, which turns out to be a little harder to answer “We make tyres – no, we make more than tyres, because we have a full line of braking systems also”. Ok fair enough, now the third question is where it gets tricky… “It matters because we make really good tyres – and braking systems” (Sure, but everyone says that.) “Because we sell the widest selection of tyres and braking systems” (Right, but I only need one kind of tyre and I buy that from Joe Bloggs down the road.) “Because we have the best people” (Ok, prove it). Unless you have compelling answers to all three questions, then you don’t have a brand.

Still reading? I thought you might be. These three questions will provide you with a litmus test for what makes you different, what gives your company it’s edge.

Write it down

We all have a favourite logo from successful brands or companies we have come into contact with. But ask yourself the question.. ‘what is it exactly that we like?’ Pinpointing exactly what it is that connects you to a brand is actually harder than it sounds, which is why writing down your logo design brief is a great starting point. It helps you to see more clearly the successes of your brand and where you need help in determining exactly what you want to achieve.

Think about your customers

It’s helpful to us if you can build a clear image of your ideal customers within your logo design brief. What’s important to them? What do they want?, What don’t they want? Why might they choose your business over your competitor? This process enables us to look at your business as a potential client, helping us assess the image you need your new logo to project.

Discuss your brief with colleagues and customers

People are always ready to add their two-penneth and it;s here you can gain valuable insight into how they see your brand and it’s direction. Explain to them what you’re trying to achieve and ask for an honest assessment of your current logo. This often uncovers interesting information about what people like and dislike about your current logo – information they may feel unable to share if asked directly. Go on to ask them to good quality questions, like how they would describe the personality of your organisation – a good logo will feel relevant to both audiences.

It’s Marmite to some?

While your logo exists to do a job in marketing your company, it has to be a symbol you like and believe in. It’s always good to see some examples of what you believe to be good, bad and indifferent logos used by competitors or other people within your industry. This helps us to understand the sort of logo which you feel will take your company in the right direction, supporting your overall long-term business goals.

A handy way of looking at your logo is to imagine your company as a make of car – Audi, Fiat, Aston Martin etc. Be truthful about this. Now if you believe your company best suits the image of a BMW, then look at the corresponding logo. The higher end cars such as Rolls Royce, Maserati, Aston Martin, Jaguar all have crests. Their logos all speak to a particular clientele. Now look at Toyota, Honda, Nissan – each of these logos have a completely different language, targeted towards the person in the street. Now look at your logo again – does the image still fit the aspiration?