Logo design brief: What a logo designer needs to know.What is a logo design brief?
Before logo designers can begin the design process they will need to know their client. What they need from a logo in addition to the name of their company, product, organisation. Or whatever projects they need a logo design for. This is where the logo design brief comes into play all by itself.
Logo designers need to know such things as, how long the organisation has been established? What does it do? Target Audience? And really importantly. What the clients expect from a logo. How they want it to look. Their own ideas will help the designer understand better the end result the client is looking for. Evan if it turns out to be something totally different.
Filling out The logo design brief order form.
Logo design brief forms simplify the design process for the client and the logo designer at the same time.
What should a client include in the logo design brief form?
“The name of your business or organisation as you wish it to appear on the logo.”
The name of your business or organisation as it should appear on the logo.
This is important as they may have a visualisation already set in their mind about this.
“indigo Lighting” as a business name could make great logo material. What if they have an established web address? Here the name may show as one word “indigolig.co.ku”. They may wish the logo to reflect this. So “Indigolighting” may also be more appropriate.
One other reason for clarification here. The client may have have a legal obligation to their business name. A limited company for example. They may wish to show themselves in this case as “Indigo Lighting Limited”. Shorter names make more attractive logos so you can also point out to abbreviate to “Lmtd” or “Lmd”.
Capitalisation or Uppercase may already be important to how a client already conceives their logo.
“If you wish to include a tagline or slogan Please enter it here.”
The client may either have an established tagline or slogan assisted in their existing branding. After reading the logo design brief form they decide this is an option they might like to consider including. With this knowledge, you are able to incorporate a tagline in your concepts and designed around it. A lot better than adding it later. Very often a client may require versions of the logo design and with, and without, a tagline.
About the business or organisation.
“Please give details of your business or organisation. Tell us about your products and services. Who are your target market audience? How do you stand out from your competition or peers?”
This section of a logo design brief is often referred to the client profile. It gives the client a chance to talk about themselves, and allows them to reflect on their business or organisation. They already know this stuff, but as a logo designer you may not. The client may be in a position to convey a lot more knowledge on their chosen subject. This may be more relevant to the project than all your other research from other sources. No one could ever know their products and services better than them. And they are in a far better situation to describe to you their niche market place and their potential clientele.
How do they stand out from their competition? Had they given this much thought before you asked this question? There may be a small niche situation involved where competition, if any, is least of their worries. The client could be lost in a sea of similar service providers. They are looking for a way to stand out. Dose your client has a good reason to believe they have one over their competition? Get them to share it with you. Positive thoughts are a good fuel for inspiration.
Not all of this information may have relevance once you start getting finger on touch pad (or pencil to paper). It is far better to have as much information upfront as possible. You may evan have to go back and ask further questions. This way you will have more insight as to what questions to ask.
The website field.
“Do you have a website related with the logo?”
Asking for a URL or providing a place on your form to add one is a good opportunity for the client to showcase there business. A lot of the time, especially in new startups, the client dose not yet have a website. Social media is such the norm these days. Business pages on Facebook are often a first choice of online presence for new startups. Other venues they may choose are Google plus, Twitter, and many others. When a client dose not yet have a website for you to research, most likely they have a Facebook business page.
Often when a client has not provided any links to their online presence, their Facebook page will rank higher than their dedicated web site and show up first in search engine results pages (SERP’S).
Being able to brows the online presents of any company, organisation, group or person can give you a more information that the client hasn’t included in the brief. This is typical when concerning colour choice. A client may have stipulated certain colours (or none at all). Checking a clients website for existing colour theme can really make a difference. Offering an additional version of the design with the colours matching the website theme always goes down well in my experience.
About your logo.
Your ideas; this is the most importent part of the logo design brief
“Tell us about the logo you are looking for. What kind of icon would you like to see? Do you have any preference to colours? Please include any of your own ideas. This is your logo, help us make it personal to you.”
This is the finale and most important question to put to your client when creating a logo design brief.
The client has an expectation. In order to fill that expectation, or even go one bette and exceed that expectation. In order for you to do this in the shortest time and less costly way as posable, you will need to know what those expectations are.
Clients know what they are looking for most of the time, and even go as far as supplying their own sketches, and samples of other works that they are inspired by. The concepts they provide are mostly good, and others not so good. I love getting these into draft format and offering them up with some good alternatives as well. The not so good ones also as I believe the customer is always right until they tell you otherwise. Then you can work with them to achieve what they really want. And that would be a stunning logo design of course.
Get as close to knowing as much as posable. Encourage your client to be as free with as much infomation as they have. Evan if at the onset they “have no idea” regarding the nature of the design, they will need to give their feedback on the initial drafts and suggest revisions or evan new concepts, so sub-concisely, they do know what they want.
Some times a client may not knows what they want until thy see something in draft format. They may tell you thats not what they “had in mind”or words to that affect. This can be positive thing in two ways. One. You now have a bragging chip in way of response. “Tell me more about what you do have in mind?” Two. It paves the way for fresher inspiration for you both to work with.
To finish of this article on the subject of the logo design brief here is a quote from one of my heroes in the Graphic design community.
“I strive for two things in design: simplicity and clarity. Great design is born of those two things.”
Enjoy this post? You will prably find The Logo Mojo Design Process: A comprehensive guide. quite hepfull to
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