How to make logo design brief and why
Having logo design brief is essential for successful implementation of your skills in the logo design process. I already have talked about How to make great Design brief so feel encouraged to check out that article before reading this one.
Here I will build up more specific advises according to the subject which is creating a Logo design. After reading this article you will feel more confident in doing the first steps and laying down a solid bases for your future creations.
Importance of the logo design brief
As every type of design brief this one is also very important to be made as good as possible. It will help you gain focus on what is important for your client and understand how to create successful brand symbol for him. The logo design brief will function as base for your ideas because it will feed them with the information which will evolve in various visual presentations.
Some examples what to ask your client
Here I will write down some suggestions for more specific questions which you can ask your client. Of course do not use them blindly, adjust the questions according to the situation you are facing.
I will split them in several sections so it will be easier for you to analyze your results later on and not to lose time in organizing the information.
General information about the company
- What are you doing/ producing exactly?
- Who are your clients?
- What is the people’s opinion about your company?
- How are you communicating with your clients?
- How do you sell your products to them?
- What do you want to communicate to your clients?
- Could you tell me 5/10 words that describe your company?
- What is your company vision and mission?
- Who are your competitors?
- What are they doing better than you according to your point of view?
These questions could be useful also in any other type of design brief.
More specific questions for the logo design
- Why do you think you need redesign of your logo? (if relevant)
- Do you prefer typographic (text) style or you would like graphical element (symbol)?
- Could you show me 5 logos which you like?
- What colors would you like to be used? (you might not have choice in some cases)
- Where will be the logo used? ( what kind of media, digital, print, industrial places, cloths etc. )
- What do you want people to associate with your logo, what kind of emotions?
- Do you have any ideas of your own? Maybe you could sketch them for me? (clients love to share their ideas)
- Do you want me to avoid using something in the design?
Extra questions to wrap up the logo design brief
- Who will be responsible for taking the final decision?(if there are other people involved in the company)
- When do you need the final design at latest? (in other words when is the deadline)
- Do you have specific budget that I should keep in mind?
- Do you have any questions toward me?
Be careful how you speak with your client
I would recommend you to try a friendly approach with your client, do not act like the client is stupid and does not have a clue what he wants. Try to have a conversation which means you listen carefully to what he says and observe how he reacts to your questions.
Sometimes we as designers tent to use terminology specific to our professional field and it might get confusing for the client. In such cases react immediately and rephrase your question or support it with simpler one.
Your client will appreciate this attention for his opinion on the future design and that you are giving him this opportunity to influence the process.
Of course you still have to be leading the conversation and extract the information you need, just do it in elegant and stylish way. This is your field of expertise be confident in it!
When you finish with the design brief and get home or in the studio, you will have to synthesize the most important information and structure it in suitable way so you can use it as a reference during the whole project. You might build from it a mood-board, mind map and everything else you think can be helpful in inspiring you. By using the logo design brief information you will increase the success rate of your design, because it will be tailored according to your client needs and his target audience.
I would like to hear if you have some suggestions how to improve this important first step. Maybe adding some more questions or some small tricks for the communication with the client? How do you do your design brief?.