The Logo Smith Logo Design

The Logo Design Brief: your answers will form the ‘creative brief’


The Logo Design Brief

This is where you’ll start the process of hiring me, by first filling in this, the Logo Design Brief.

The information you kindly provide forms the basis of the creative brief; without which nothing much is possible. The completion of this form is the first step in the logo design process, and allows me to understand your specific needs.

Details on each budget tier, specifically: what you’ll get for your money, are explained below.

Once you have completed the form, you will be sent a complete copy for your own records, so even if you don’t end up hiring me, the information you have supplied here will be of use to whoever you hire, so please don’t view this as a waste of time.

Don’t Like Long Forms?

I quite understand that there are moments when the idea of filling in a detailed form is less than appealing, or you are simply short on time, even maybe just want to make some tentative enquiries about hiring me.

So for those reasons, I have just the thing: the Mini-brief, as I like to call it, and you can reach it via my Enquiries page, or just use the Contact form, even if you just want to say, “Hi.”

The mini-brief is a simple form that just asks for an idea on the sort of budget you have, as well as needing you to supply just a few details about what you are looking for. That’s it, nothing else, and at least this gets the ball-rolling, and establishes contact between us. Happy days. :)

Give me the shorty!


  • I would be very grateful if you could tell me how/where you found me, or who referred you?
  • Logo & Brand Information

    Please answer all as completely and as descriptively as possible. This is not the time to rush or skip the filling in for a form.The idea with all this is for me to be able to get a good idea of what you do, and I can only do that with information.
  • Please detail exact wording for the logo. For me its 'The Logo Smith', for Coke its 'Coca-Cola' etc.
  • If you have an existing tag line, which needs to form part of the logo, then please enter this here. If you don't have a tag line then I would recommend that we work on creating one for you. A good tag line can often form the platform for the visual direction of the logo.
  • This is where I need you to be descriptive and detailed as possible. You need to sell what you do so I can understand, to the best of my abilities, what I am designing a logo and/or brand identity for.
  • This is a refined and optimised version of above. Think along the lines of the Elevator Pitch: you have just a minute, or two, to enthusiastically explain, and describe, what your brand is before I exit the elevator.
  • Positioning determines what place a brand (tangible good or service) should occupy in the consumer's mind compared to the competition. A position is often described as the meaningful difference between the brand and its competitors. Or more simply put, what's the 'Unique Selling Point' that trumps your competitors?
  • Please list, or describe, the type of people that need to be influenced by the logo when they see it. This is very important, as it's all about ensuring your message is conveyed to the right audience.
  • Please list any local, regional and/or worldwide competitors. We absolutely need to know how your competitors brand, and position, themselves before we can create a visual identity for you. If you are able to provide URL's of websites, then even better.
  • This is about being fully prepared. There may be companies that you don't compete with directly, but do choose, or have to, take notice of what they are up to. They may not be competing with you now, but you might feel that one day soon they could be sitting on your doorstep.
  • Are you home based, or work in offices? If you have multiple offices and/or locations then please specify. It's also useful to know how many staff you have, or it could just as likely be just you.
  • Technical & Practical Details

    Really important that I know exactly what deliverables you are needing at the conclusion of the project.
  • Please detail what sort of budget you can invest into the project. Feel free to include any other details relevant to finances.



    AS A GUIDE

    £650 — £2,000
    Suitable for: a website header logo and/or blog, as well as an individual looking for a personal logo. It gets us a clean, and modest logo design, with primary focus on strong typography. Ideally an adaptable design that will work across the digital sphere, such as: social media profile image, website favicon etc.

    Includes: all price points include stationery design (not printing); before, during and after consultation, advice and help.



    £2,000 — £8,000 is around the mid-way mark.
    Suitable for: a small-medium business, consultant, web based business, self-employed etc. Also individuals and consultants, small to mid-size companies (regional and nationwide), businesses and self-employed with staff.

    You might have just a strong web based presence and/or physical business locations (local and possibly nationwide) where the logo may need to appear on: signage for buildings, signs for vans, clothing and uniforms and other customer facing locations/places etc.

    Includes: Ongoing advice, logo & brand identity usage guidelines, designs for stationery etc, artwork for other aspects of a brand identity (your brand identity needs can be discussed prior to appointment), consultation during and after the initial project ends. Also includes time for: in-depth competitor analysis and research; exploration and research of various logo ideas and styles; creation and implementation of other brand identity materials.



    £8,000 — £15,000+ is where we tail off.
    Suitable for: individuals and consultants, small to mid-size (regional, national & overseas) companies, businesses and self-employed with staff. You might have just a strong web based presence and/or physical business locations (local, nationwide etc) where the logo may need to appear on: signage for buildings, signs for vans, clothing and uniforms and other customer facing locations/places etc.

    The higher end we find ourselves looking at national/global reach businesses, companies and 'other'. As such, the pricing reflects the level of research and preparation needed for a global logo and brand identity development.

    Includes: Ongoing advice, logo & brand identity usage guidelines, designs for stationery etc, artwork for other aspects of a brand identity (your brand identity needs can be discussed prior to appointment), consultation during and after the initial project ends. Additionally, includes time for in-depth competitor analysis and research; idea exploration and research of various logo ideas and styles; creation and implementation of other brand identity materials that work on a global scale.
    Check all that apply. If you you need a logo that works for all the above, then check them all. I need to know where you plan to use the logo as this determines how flexible and adaptable the design needs to be.
  • Optional Information

    If you have any particular ideas, or thoughts about the logo then please use this section to help communicate these with me. All of the following are 'Optional'.
  • In the absence of a client meeting, this helps me get a reasonable idea of the sort of overall design styles you might like, and helps me take these into possible consideration.
  • Are you looking to avoid or implement certain colours? Please list colours that you feel would have a positive or negative impact.
  • If you have more information that couldn't be squeezed in above, then please feel VERY free to use the space provided.
  • This field is for validation purposes and should be left unchanged.


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