Before beginning a logo design, consider gathering the necessary information for the job at hand. Some people call it a discovery process, creative brief, introduction meeting or creative interview. I like to call it a creative brief, but whatever you want to call it, just make sure to do it before you begin designing the logo.

The goal of this logo design creative brief is to grasp the essence of the company. This will be your jumping off point for the logo design concepts. What do you want the viewer of this new logo to walk away with? How should they remember this company?

1. Basic info:

Company name, What word(s), letter(s) or icon(s) should be included in the logo? What are the organization’s values and/or mission?

2. Project Objectives:

What is the purpose of the logo project? i.e., stand out from competition, identify a new product, upgrade the company image, etc. Keep in mind a creative approach can be developed around a primary and secondary objective only; no single creative vehicle can accomplish more effectively. If there is a current logo, why is it being refreshed?

3. Product or Service Description:

What are its features? i.e., specifications, manufacture, components, delivery, etc. What is it that makes this product or service different or unique from the competition?

4. Target Audience:

Who are your readers/viewers/customers? i.e., age, sex, job titles, social/economic conditions, employment, geographic concentration, etc. Do they already know about your product or service? What motivates them? Why do they want this product?

5. Competition:

Who is your competition? How are you different from them? What do the competitors logos look like? What colors are being used?

6. Distribution:

Are there any production considerations? i.e., needs to work as one color or at very small sizes, etc. How will the logo be reproduced? i.e., offset printing, web, silkscreen, embroidery, embossing, etc.

7. Creative Considerations:

What limitations or constraints do we have? i.e., schedule, budget, etc. What are some logos you like/dislike? What is it that you like/dislike about them?

8. Most Important Point:

Most communications leave only one overall impression. Is there something specific the viewer should remember about the company after seeing the logo?

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