LOGO DESIGN BRIEF ================= Disclaimer — not legal advice. This template is provided free of charge, as is and with no warranty of any kind, and using it creates no attorney-client relationship. It is jurisdiction-neutral: you are responsible for adapting it, for your own legal and tax compliance, and for having a qualified professional in your jurisdiction review it before you rely on it. Full terms: https://trycolo.co/terms-of-use Client: [BUSINESS NAME] | Contact: [NAME], [EMAIL] | Date: [DATE] Designer: [YOUR NAME / STUDIO] Final decision-maker: [NAME] | Also sees concepts: [NAMES, or "nobody else"] Two pages at most. Skip anything you are unsure about and we will cover it on a short call. 1. Name and tagline ------------------- Question | Answer -------------------------------------------- | ------------------------------------------------------------- Exact name as it should appear in the logo | [NAME, with capitalization, e.g. "northfield & co."] Legal or descriptor words to include or drop | [e.g. include "Studio", drop "LLC"] Tagline (if any) | [TAGLINE] — in the logo? [ ] Always [ ] Sometimes [ ] Never Common abbreviation or initials | [e.g. "NF"] Is this a new logo or a refresh? | [ ] New [ ] Refresh — what must stay: [ELEMENTS] 2. The business in one sentence ------------------------------- [WHAT YOU DO] for [WHO] who [NEED], and unlike [ALTERNATIVES] we [DIFFERENCE]. Founded / stage: [YEAR / STARTUP / ESTABLISHED] | Where you operate: [LOCAL / NATIONAL / INTERNATIONAL] 3. Brand attributes ------------------- Pick three to five pairs. The second half matters as much as the first. The logo should feel... | ...but not ----------------------- | -------------------- [e.g. established] | [e.g. old-fashioned] [e.g. friendly] | [e.g. childish] [e.g. precise] | [e.g. cold] [ATTRIBUTE] | [OPPOSITE] 4. Audience ----------- Who needs to trust this logo first: [e.g. property managers choosing a maintenance contractor] Where they first see it: [e.g. van signage, a search result, a proposal PDF] What they expect a business like yours to look like: [ANSWER] — Do you want to fit in or stand out? [ANSWER] 5. Applications --------------- Rank the places the logo will appear (1 = most important). Rank | Application | Size or notes ---- | ------------------------------------------- | ----------------------------------- [ ] | Website header and favicon | Smallest size: [e.g. 32 px] [ ] | Social media profile picture | Square / circle crop [ ] | App icon | [YES / NO] [ ] | Business cards and stationery | [ ] | Signage (storefront, office, vehicle) | Viewing distance: [N] m / ft [ ] | Uniforms or merchandise (embroidery, print) | Method: [EMBROIDERY / SCREEN PRINT] [ ] | Packaging or labels | [SIZES] [ ] | Documents and presentations | [ ] | Other: [APPLICATION] | Will the logo often appear on photos or colored backgrounds? [ ] Yes [ ] No 6. Mark style ------------- Type | Example description | Interested? ----------------- | -------------------------------- | -------------------------- Wordmark | The name set in custom lettering | [ ] Yes [ ] Maybe [ ] No Lettermark | Initials only | [ ] Yes [ ] Maybe [ ] No Symbol + wordmark | An icon beside or above the name | [ ] Yes [ ] Maybe [ ] No Abstract symbol | A shape with no literal meaning | [ ] Yes [ ] Maybe [ ] No Emblem / badge | Name inside a shape or seal | [ ] Yes [ ] Maybe [ ] No Ideas, symbols or stories you would like explored: [e.g. the river the company is named after] Ruled out (imagery, clichés, styles): [e.g. no lightbulbs, no globes, no swooshes, no script fonts] 7. Color and typography ----------------------- - Colors we must use: [COLORS / NONE] - Colors we must avoid: [COLORS AND WHY, e.g. "red, because our main competitor uses it"] - Existing fonts to match: [FONT / NONE] - Printing limits: [e.g. must work in one color for embroidery / no limits] 8. Competitors and references ----------------------------- Competitor | Logo link | What you think of it ---------- | --------- | -------------------- [NAME] | [URL] | [REACTION] [NAME] | [URL] | [REACTION] [NAME] | [URL] | [REACTION] Logos you admire from any industry (and why): 1. [BRAND] — [REASON] 2. [BRAND] — [REASON] 3. [BRAND] — [REASON] 9. Deliverables needed at the end --------------------------------- - [ ] Primary logo (full color) [ ] One-color black [ ] One-color white (reversed) - [ ] Horizontal lockup [ ] Stacked lockup [ ] Symbol / icon on its own - [ ] Vector files (SVG, PDF, EPS) [ ] PNG with transparent background [ ] JPG - [ ] Favicon and social profile sizes - [ ] Simple usage sheet (clear space, minimum size, colors in HEX, RGB and CMYK) - [ ] Full brand guidelines (quoted separately) 10. Timing and budget --------------------- Needed by: [DATE], because [REASON, e.g. signage order on [DATE]]. Budget range: [CURRENCY] [LOW] to [CURRENCY] [HIGH]. Brief approved by: ____________________ Name: [DECISION-MAKER] Date: [DATE] ------------------------------------------------------------ How to use this template 1. Send the brief after the project is booked and ask for it back within a week. 2. Use section 5 to set your minimum-size and one-color tests before sketching. 3. Present each concept against the attribute pairs in section 3, not against personal taste. 4. Confirm section 9 against your proposal so the file set matches what you priced. Template provided by Colo (trycolo.co). Not legal advice — review with a qualified professional in your jurisdiction.