Developing an effective logo design brief

What’s in a logo? The answer is “everything”.

A logo conveys everything about your business and your brand. It’s the first impression people will have of your business and you want it to distinguish you from your competitors. It needs to be recognisable, memorable and convey a positive message about your business. A well-designed logo, used consistently across all your corporate and marketing collateral, will achieve this and more.

When it comes to logo design, this should be entrusted to experienced logo designers – but your involvement is critical. A designer will want to learn as much as possible about your business and then inject that message into your logo.

Developing a logo design brief is the first step in the process and there are some important pieces of information that the logo designer will need.

Brodies Bookstore - Logo - Stationery

About your business

To get the design process started, you’ll need to describe your business to the logo designer. This information should include:

  • Your industry
  • Your products and/or services
  • Your USPs (unique selling points). Essentially, these are the things that differentiate you from your competitors

Your target market

This is demographic information about your customers such as:

  • Gender
  • Age
  • Geography

It’s also helpful to provide the logo designer with competitor website URLs, along with what sets you apart from your competitors, such as price, service, location, hours of service, etc.

Logo ideas

Do some initial research yourself to see what logos are being used in the market. Information that can help a logo designer includes:

  • Examples of logos that you like and don’t like
  • Ideas about what elements you want in your logo such as words, pictures, shapes, colours or a combination of elements

This information will provide an indication as to whether you want the logo to be bold and artistic or minimalist and sophisticated.

African Plant & Equipment - Branding Collection

How your logo will be used

To maximise the impact of your logo, think about how you’ll be using it. Your logo might be used on:

  • Product
  • Packaging
  • Business cards
  • Corporate stationery
  • Website
  • Uniforms
  • Billboards
  • Social media
  • TV
  • Leaflets and other advertising materials

Thinking about this before starting the design process is important and will help the logo designer guide you through the options.


Conveying brand values

A logo conveys a message to customers about your brand values.

For example, a building/construction business might have “safety, reliability, teamwork, valuing people, and quality” as its brand values. A technology development company might have “aspiration, innovation, and customer focus” as its brand values.

This information will help with selection of font choices, colour and overall style and design of the logo and ensure the messages you’re wanting to convey through your logo are achieved.

Getting started

For logo design in Brisbane and beyond, iFactory can get you started on branding your corporate identity. We also have our own logo design briefing processes, so we can help you right from the start.

iFactory is a digital agency in Brisbane providing a tried and tested logo design process, delivered by an experienced team of designers. iFactory’s designers will talk with you about your brand and where you want it to go.

Take a look at iFactory’s design folio if you want to have a look at some of our work and then get in touch to start your logo design journey.

NMS Styleguide Hardcover Book MockUp

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