16 things to include in your design brief

What do I need to include in my logo design brief?

Before you head off and see your chosen designer, you will need to compile a few things to make the process of designing your Logo and brand seamless; this is known as a design brief. The information in the brief will form a basis for your logo and it ensures the concepts provided are relevant to your company and products.

A typical brief should include:

cartoon design meeting

1. YOUR BUSINESS DETAILS

This includes your business contact details, ABN and any other details your designer will need for invoicing purposes.

2. SERVICES / PRODUCTS PROVIDED

You will need to give your designer a brief background on your business. Who are you? Who do you sell too? Who are your competitors? What is unique or exclusive about your products? Why do people choose your products above your competitors?

3. HISTORY OF THE BUSINESS

Are you a new business, or just starting out? Insert any relevant background information of the company. Describe what your company does. How long have you been in business, how many
employees, geographic spread, etc.

4. YOUR BUSINESS NAME

What is the business name you would like featured on your new logo?

5. TAGLINE

Do you have a tagline or slogan that will be used when appropriate with your logo? (This is optional – many businesses choose not to use a tagline in their logo for longevity and choose to use their tagline as apart of their marketing and promotional material instead)

6. VISION

What is the vision for your new brand? Where do you want to be in 5/10 years time?

7. LOGO USAGE

What are your new logo’s foreseeable uses? Will it is used on website only or will you be conducting a full brand campaign complete with embroidered uniforms, vehicle signage and printed promotional material?

8. STYLE

What style would you like for your new identity? Modern? Vintage? Fun? Sophisticated?

9. COLOUR

Do you have any colour preferences or are you happy for your designer to make some suggestions?

10. FONTS

Do you have any specific fonts you would like to use? If using font names, specify the links to the fonts so the designer can find them and purchase/download if required.

11. SYMBOLS/IMAGERY

If there are any specific symbols or images you require as apart of your brand?

12.EXISTING BRANDS

Describe any existing brands the new logo and branding should work with, Does the new brand need to complement existing brands (logos, font, colours) or is it a stand-alone one?

13. EXAMPLE BRANDS

Are there any logos/brands/styles you like? Are there logos/brands/styles you do not like? Provide URL links were possible

14. CURRENT MARKETING MATERIAL

Do you have current marketing material and campaigns that you are actively pursuing at the moment that we will need to make allowances for?

15. PROJECT DEADLINE

What is the deadline for your project? Include any stage deadlines and final deadline if applicable.

16. WHO TO CONTACT

Who is the best person to contact for revisions and project approval? Who is the contact for accounts payable? Provide individual contact details for each.

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