NobleNox DesignsHow to brief a logo designer so you get what you need
Most logo requests sound like this: "I want something modern, clean and professional." A designer can read that sentence ten ways, and so can you. That is why the first round of work so often misses.
The problem is rarely the designer. It is that the brief describes a look, when it should describe a business.
Answer three questions first
- Who is paying you? Describe the customer you want more of, not everyone who could buy.
- What should they feel in the first five seconds? Trust, excitement and calm lead to very different designs.
- Where is the current brand losing people? Maybe it looks cheaper than your prices, or different on every platform.
If you can answer those in a few sentences each, you already have a stronger brief than most.
Not sure how to answer them? That is the part I do with you before any design starts.
Start a projectShow what you like, and why
Bring three or four examples of brands you admire. Then say what you like about each one: the colour, the confidence, the simplicity. A reason is more useful than a picture.
Say where the logo will live
A logo on a shop sign, a product label and a phone screen has to work at very different sizes. Tell your designer every place it will appear, so it is built for real use and not only for a presentation.
A good brief takes an hour to write. It can save weeks of revisions.