Logo projects are where taste arguments start. The client says "I'll know it when I see it", three concepts later they still do not see it, and the project turns into a guessing game. A logo design brief replaces taste with decisions the client can make in advance: what the name is, what the brand should feel like, where the mark will live, what the competitors look like and which directions are off the table.
The template is for graphic designers and identity designers to send to clients before sketching. It is short on purpose, so clients actually finish it.
TL;DR
The logo design brief template captures the exact business name and tagline, what the business does, its audience, three to five brand attributes, every place the logo will appear, preferred and rejected mark styles, color requirements, competitor logos, must-avoid imagery and the final file set. Send it after the project is booked and before sketches. The most useful question is where the logo will be used, because applications set the design constraints.
What's inside
- Name and tagline — exact spelling, capitalization and whether the tagline belongs in the logo.
- The business in one sentence — what it does, for whom and what makes it different.
- Brand attributes — three to five words, plus words that do not fit.
- Audience — who needs to trust or like this mark.
- Applications — every surface the logo will appear on, ranked by importance.
- Mark style — wordmark, lettermark, symbol, combination or emblem, with preferences.
- Color and type — colors required, colors to avoid, any existing fonts.
- Competitors and references — logos in the market and logos the client admires.
- Deliverables — the file set and versions needed at the end.
When to use it
Use the logo brief for any new logo or logo refresh, from a sole trader's first mark to a small company's rebrand. It sits between your logo design proposal and the first concept presentation.
The general creative brief is designed for campaigns and content, with a single-minded message and channel specs; it does not ask about mark types, applications or file sets. For a full identity system with stationery, templates and guidelines, use this brief for the mark and add a design SOW for the wider deliverables. If the client has not yet worked out who they are for and why they are different, start with a brand questionnaire.
The questions that save concept rounds
Applications first. Ask for the three most important places the logo will appear. A mark that must work as a 32-pixel favicon cannot rely on fine detail. A mark for embroidery should avoid thin lines and gradients. A mark for vehicle signage needs to read from a distance. Designers who learn this after concepts end up redrawing.
Attributes in pairs. "Professional" means little on its own. Ask for pairs, such as "established, not old-fashioned" or "friendly, not childish". The second half of each pair is where most bad concepts come from.
Rejected directions. Ask what the client does not want: no lightbulbs, no globes, no initials in a circle, no green. Ruling these out early saves a whole round.
Name length and spelling. Long names and unusual capitalization shape the lockup. Confirm the exact name, including whether "Ltd", "Studio" or "& Co." appears.
Who decides. If a business partner or spouse has a vote, they should see the brief and the first concepts, not only the final.
Customize it in your COLO workspace
Create the logo project in COLO and attach the completed brief to the project files. The client can upload existing logos, photos of their signage or competitor examples through the client portal, and you can share concept PDFs there for comments.
Send the fee as a proposal with line items for concepts, refinement and the file set. When the client accepts in the portal, convert it to an invoice for the deposit.
Common mistakes
- Asking only for likes. Dislikes and ruled-out directions are more useful.
- Ignoring small sizes. Most logos are seen tiny on screens first.
- Letting the brief grow into strategy. Keep it to one or two pages; move positioning work elsewhere.
- No file list. Clients often realize they need a white version or a square icon after handover.
- Skipping the competitor check. A concept that looks like the market leader's mark wastes a round.
FAQ
Q: What information does a designer need for a logo?
The exact name and any tagline, what the business does and for whom, three to five brand attributes, where the logo will be used, preferred mark types, colors to use or avoid, competitor logos and the formats needed at the end.
Q: How many logo concepts should a client expect?
Many freelance designers present two or three concepts, then refine the chosen one. The brief should not set the number; the logo design proposal or SOW does. The brief makes each concept more likely to be on target.
Q: Should the logo brief ask about applications?
Yes. A logo that lives on a phone app icon, embroidered uniforms and a storefront sign has different constraints from one that only appears on a website. Applications decide detail level, proportions and color count.
Q: What file formats should a logo be delivered in?
A typical set is vector files (SVG, EPS or PDF), PNG files with transparent backgrounds, full color, one-color black and one-color white versions, and horizontal and stacked lockups where relevant.
Q: Can I design a logo without a brand strategy?
For small businesses, a focused logo brief can stand in for a full strategy. For larger rebrands, positioning work first usually saves rounds, because the logo has to express decisions that have not been made yet.