When choosing a logo design company, they will usually have you fill out a Creative Brief. This is a questionnaire that asks for the most important information that they will need to successfully create your logo. I’ve read many, many of these over the years, and I never get tired of it. It’s a way to find out about other businesses and sometimes, they’re entertaining. Here’s a list of things that are most important when filling these out.
1. Spell the name right. This sounds silly, but I’ve seen far too many companies ask for revisions with revised spellings. They think the designers should be proofing it, when people are coming up with new “creatively’spelled” names for businesses all the time. If there’s a dash or a number, put it how you want it to be seen. Presumably, you’ve done the research find out the value of the name, and make sure you own that name exactly. This will cut down on revisions significantly.
2. The style of logo: Do you want an icon, illustrative logo, or a text-only logo? If you’re not sure, give examples of logos you like there’s many sites out there like logopond.com or logolounge.com where you can see many different styles. You can use those examples to give us a taste of your style.
3. Talk about your company. If you’re a business owner, you probably like to tell people about your business. But some people think that’s not necessary to know for a logo designer. You may assume we have already done many logos for people in your industry, so we don’t need any info about your particular company, as long as we know your favorite colors. Not true. You need to help us out. We want to know everything. There’s no such thing as giving the designer too much information. How did your company start? Who are your clients? What sets you apart form your competitors?
4. Your branding history. Include samples of your former logo, even if it’s just a pencil sketch on a napkin. We like to see where your head’s at, regardless of whether we decide to go in that direction.
5. Specific Colors or Objects. I’ve seen realtors get angry when we put a house in the logo, even though they left the Brief almost blank. We can’t read your mind. Some people like a very literal graphic that replicates their business name in the logo. Some prefer the abstract solution.
Keep in mind, your logo doesn’t need to depict every aspect of your business. usually the best logo design solution is a hint or idea of what your service or product is. The most important is that it attracts attention, is unique and is memorable. A well filled-out brief will make sure you get to the right solution in the quickest way possible.