The Creative Brief: Questions to Ask Before Designing a Logo

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:
  2. 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?

  3. Project Objectives:
  4. 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?

  5. Product or Service Description:
  6. 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?

  7. Target Audience:
  8. 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?

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

  11. Distribution:
  12. 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.

  13. Creative Considerations:
  14. 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?

  15. Most Important Point:
  16. 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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We enjoy your comments

50 Comments so far. Keep 'em Coming.

#1

By joyoge designers' bookmark

04.14.2009 at 09:22 PM

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great article thanks for tips..

#2

By Fabian

04.15.2009 at 01:20 AM

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Great Article! I also add ” Which logos in my portfolio do you like the most?”, this is a very quick way of judging their style. Finally ” What is your budget?”, this is a double edged sword as you have some clients that will come out and say $xxxxx whilst others test the water ” What are your rates?”.

#3

By Phil

04.15.2009 at 12:22 PM

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Great article. I’ve been wanting to put together a list like this for a while! Thanks for the help!

Do you folks think it’s okay to send clients to sites like logopond where they can sort through some great visual identities and get ideas?

You kinda hit on this with question #5 ‘Competition’ but should we ask what brands they feel are strong? or have a similar feel to what they are looking for?

#4

By Nat014

05.04.2009 at 07:05 PM

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Thanks for the tips. Great article and good points.

#5

By Christine Custodio

06.09.2009 at 12:42 PM

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I thought this was a great article to read. It definitely helps new incoming designers know more about the specifics they need to ask clients to fully understand what they want and to help visualize the design.

#6

By Kamayana

06.12.2009 at 05:39 AM

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nice, thanks for sharing !

#7

By accounts outsourcing

07.08.2009 at 06:14 AM

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Great work…
Keep up the good work…
Regards,

#8

By elliminate cellulite

07.14.2009 at 06:48 PM

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Great article. Iíve been wanting to put together a list like this for a while!It definitely helps new incoming designers know more about the specifics they need to ask clients to fully understand. Thanks for the help!

#9

By jane@free reminder

07.16.2009 at 10:08 AM

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I always ask my client for the ubiquitous list of adjectives that describe their company… between 10 and 20 usually suffices. i also ask them for things that inspire their work, their philosophy, et al. everything else (competitor’s logos, creative direction, inspiration) requires a handful of hours of researching by the designer.

#10

By make more friends

08.14.2009 at 06:39 AM

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Youíre really thankful for this post, Iíve been really enjoying checking up your posts from time to time. Looking forward to see your future posts !!

#11

By Kelly O'Neill

08.31.2009 at 01:21 PM

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Great article! I would add “What is your budget (or budget range) for this project?  This has saved me a ton of time and energy making a proposal for prospective clients. For instance, if a client returns my project interview saying that they want a highly illustrative logo and their budget is $200, I can kindly let them know I’m not their designer. smile

#12

By apartments for rent in Montreal

12.24.2009 at 04:16 PM

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Thanks for the post. What do you all think of the future of blogging? I have been reading a lot about googleís attempt to gain preferential treatment for its site from internet providers. This will result in their sites being faster than sites owned by in.

#13

By elliminate cellulite

01.27.2010 at 10:12 AM

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Hello guys!

Great tips and keep up the good work from your site i just get good knowledgeable information…

#14

By Facebook Layouts

01.28.2010 at 10:02 AM

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Really great tips and steps to create logs and thanks fopr that information..

#15

By Hollywood Public Relations

03.08.2010 at 05:06 PM

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Keep in mind a creative approach can be developed around a primary and secondary objective only.

#16

By orlando wedding photography

04.13.2010 at 09:06 PM

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I agree with the above information and probably for the logo designing design should be the impact one and I loved it because this is such a great resource that you are providing and you give it away for free. I love seeing websites that understand the value of providing a quality resource for free.

#17

By Auto insurance

04.15.2010 at 08:55 PM

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Probably color choice and design should be important for making logos and font style and moreover thanks for sharing your thoughts…..

#18

By Paydayloan

04.16.2010 at 05:42 PM

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For the logo designs letter font and backgrounds should give more exterior and attractive look for that and moreover,I agree with the article information….

#19

By Scotts

05.01.2010 at 08:38 AM

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I think it is important to ask if there is a old logo, then if the owner like that logo or not, any idea of how he want to change it. What other logo his like, then it is easier to come out with something the customer like.

#20

By sudoko.com

05.12.2010 at 09:45 PM

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very good tips and advice,, cheers

#21

By SEO Services Company India

05.25.2010 at 06:16 AM

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#22

By peninggi badan

06.23.2010 at 04:29 AM

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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?

#23

By Square Peg Web

06.28.2010 at 06:21 AM

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Interesting,quite interesting.None can design good logo without any creativity.The creative things important one for designers.

#24

By chair pads and cushions

07.16.2010 at 12:47 PM

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This definitely helps new designers know what kind of questions to ask clients. Thanks

#25

By alibaba

07.21.2010 at 03:54 PM

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Great article thanks for tips. Congratulations

#26

By Ooty

07.22.2010 at 10:15 AM

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You have all inspired me to focus on providing more informative and resource type link building posts in the
future,so stay tuned for more soon.

#27

By wedding photography pa

09.02.2010 at 12:29 PM

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Thanks for sharing this article. This is very nice.

#28

By seguros auto

09.10.2010 at 08:52 AM

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Hi,
I have been thinking of “loaning” my car (which I own) to my 87 year old father. I would then lease a vehicle for myself. Then at the end of the lease period (let’s say 3 years) if he is no longer driving, the car returns to me. Can he purchase auto insurance on himself and the car or does it fall upon me and my policy? My father has an excellent driving record and so do I.

#29

By Marketing

09.14.2010 at 04:28 AM

Marketing Profile Image

Hi,
I’m currently doing this New Product Marketing module, which I have problem to build up the manufacturing & Marketing budget section.Tried searching the net, but can’ t find anything that helps much.Do anyone know where can I get such information, if I’m to launch the new product in the real market?Let say the new product is something like DVD player?!Thanks alot for help!

#30

By Lightbox

09.18.2010 at 03:18 AM

Lightbox Profile Image

Hi,
I am trying to print a business card through a company that uses offset printing.They tell me I can not get one card printed as a test to see colours because they use offset printing and so they send me 1000 cards instead. because 1 card is not cost effective.What is so complicated about printing one card using offset printing, can’t they just reuse the plate with for a different colour scheme if the colour scheme is incorrect on the test?

#31

By John

12.20.2010 at 07:23 PM

John Profile Image

Valuable 8 points.I am newbie to designing and I used to collect the info after I started to design.I think I need to change the way I do.Arc welder

#32

By Helios

02.01.2011 at 08:26 AM

Helios Profile Image

Great post,Thanks for this.

#33

By boat parts

02.16.2011 at 11:38 AM

boat parts Profile Image

nice article, thanks for sharing

#34

By layouts for facebook

02.21.2011 at 09:13 AM

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Great tips. Thanks

#35

By Samanta

03.23.2011 at 12:24 PM

Samanta Profile Image

Thanks for this, it really is

#36

By Graphic Web Design Perth

04.04.2011 at 05:32 AM

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This website contains nice information about designing logos, all basics and advance of designing.

#37

By Jon

01.17.2012 at 01:47 AM

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We do St. Louis SEO and website design so we can definitely relate here.  These questions definitely help save time and money in the long run.  We just finished up an awesome logo today, patting ourselves on the back a little but boy does it feel good.  Can we submit for a critique?

#38

By Panton Pramod

02.09.2012 at 08:33 PM

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Nice, not too short not to long to bore client to death smile)

#39

By Martin mona

07.09.2012 at 06:02 AM

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This is a brilliant update at all. Really i was looking forward to read about it. Love this entry. Thanks for this allocation. LOL

#40

By Mikolaj

07.26.2012 at 07:27 AM

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So ...... creating professional logo requires creativity and idea smile

#41

By Logo Designers

09.26.2012 at 05:09 AM

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Creative Brief - very significant because the logo maker can exactly understand what the client needs.

#42

By gfxnerds.com

04.15.2013 at 04:45 PM

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Great article.
If you need to see another approach at a logo design brief.

#43

By Ricus du Plooy

08.26.2013 at 06:12 PM

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Thank you very much for the great ideas and tips.  I will be sure to make use of them.

#44

By signandprintabouttown

07.15.2014 at 06:01 AM

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Howdy! This is my first visit to your blog! We are a
team of volunteers and starting a new initiative in a community in the same niche.
Your blog provided us beneficial information to work on. You have done a outstanding jo

#45

By Jesse Kemper

03.24.2016 at 11:48 AM

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Being a St. Louis SEO & Web Agency we are confronted with this problem on a daily basis. We constantly have to run our clients through this same process.

#46

By Misty Blake

04.01.2016 at 05:35 PM

Misty Blake Profile Image

We’re currently in the process of creating a logo for our St Louis Rhinoplasty clinic. We chose to use professional colors, but with a fun twist not used by most. We thought it would set us apart from the bland brands in medical. We’ve asked feedback from clients and so far ALL POSITIVE!

#47

By facebook ads And Click farms llc

07.12.2016 at 08:04 PM

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Once you enter in the word home remodeling,
 a directory of keywords are going to be pulled up to suit your needs that are related to the profiles of users who listed home remodeling among their interests.
But a common question facing large and small businesses alike is Facebook’s
advertising cost is really worth the cost. This gives competitors an advantage of gaining access to your strategies and making use of them against you and also upping the amount of
competitiveness.

#48

By facebook ads And Click farms llc

07.12.2016 at 08:04 PM

facebook ads And Click farms llc Profile Image

Once you enter in the word home remodeling,
 a directory of keywords are going to be pulled up to suit your needs that are related to the profiles of users who listed home remodeling among their interests.
But a common question facing large and small businesses alike is Facebook’s advertising cost is really worth the
cost. This gives competitors an advantage of gaining access to your strategies and
making use of them against you and also upping the amount of competitiveness.

#49

By Rodney

12.13.2016 at 01:39 PM

Rodney Profile Image

Great Article, As a St. Louis SEO expert we have to do the same thing for every client. We call it a discovery form, but its filled out for every new client before we do a free SEO video analysis of their website. It saves a bunch of hassle up front.

#50

By WebSearchROI

04.19.2017 at 12:02 AM

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great information - thanks for sharing!


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