Short answer
A good logo brief covers your business and audience, the name exactly as it should appear, the feeling the logo should give, logos you like and dislike, colors to use or avoid, where the logo will be used and which files you need. One clear page saves several revision rounds.
The fastest way to get a logo you love is a clear brief. After thousands of logo orders on Fiverr, we can usually tell from the first message whether a project will need one round of revisions or five.
Logo brief template
| Question | Example answer |
|---|---|
| Business name (exact spelling) | Casa Care Window Cleaning |
| Tagline, if any | Window Cleaning |
| What you do and for whom | Residential window cleaning for homeowners in Austin |
| Three words for the feeling | Friendly, reliable, local |
| Logos you like and why | Simple mascots with bold colors |
| Logos you dislike and why | Thin script fonts, hard to read |
| Colors to use or avoid | Green and orange; avoid red |
| Where it will be used | Van wrap, uniforms, website, Instagram |
| Logo type preference | Mascot or icon with wordmark |
| Files you need | AI, EPS, SVG, PDF, PNG |
Tips for better answers
- Show, do not only tell. Two or three reference logos explain more than a paragraph.
- Explain why. "I like this because it is bold and readable" helps more than "I like this".
- Think about use. A logo for vans and embroidery needs to stay simple.
- Name one decision maker who gives feedback.
Common brief mistakes
- "Make it modern and unique" with no references.
- Asking for a copy of a famous logo.
- Changing the business name or tagline after concepts are delivered.
- Forgetting to mention where the logo will be printed.
From the studio: the brief does not need design language. Honest, specific answers in plain words are exactly what a designer needs.
For websites and larger projects, see our general design brief guide. After delivery, check you received every file type in logo file types and formats.