02 Logo Brief PDF
02 Logo Brief PDF
02 Logo Brief PDF
LOGO
BRIEF
A guide to creating a goal
based logo design brief.
By Ian Paget
Some clients that approach you may have worked
with designers before and will have a prepared design
brief. However, I’ve found that in most cases they will be
unfamiliar with the logo design process, and will not know
where to start.
This means you’ll need to take lead, and work with your
clients to prepare a logo design brief.
The Business
• What is the name of your company?
The Competition
• Who are your main competitors?
The Audience
• Who is your target audience?
This will act as a tick-list that you can follow whilst working
on the designs. You’ll also be able to reference this when
presenting the logos to the client too.
• The Northumberland 250 will be a recognised driving route. It will exist in the
form of a travel website and information resource that will provide inspiration
to travel to Northumberland and complete the 250-mile road trip.
• Longer term the business aims to become THE place to find out about
Northumberland as a travel destination. It will become a comprehensive
onl ine travel resource that showcases a recognised travel route around the
backroads of Northumberland.
• People who l ike to travel independently and enjoy the freedom to explore
at their own pace.
• Individuals aged 21-40 who are technically savvy (social media users)
• They own walking boots, fleece and waterproofs and interact with
outdoor adventure brands e.g. Patagonia, North Face.
• They use social media to influence their travel decisions and l ike to
maximise their free time on the weekend.
• They care about the environment and want to spend their disposable
income on experiences.
• Where relevant, the logo should relate with the following words: inspiring,
informative, different.
• Logos that capture a similar look and feel that the business is aiming for
includes:
• Hidden Scotland.
• Patagonia.
• North Face.
Getting Approval
Once you have created a list of goals it’s really important
that your client (and the decision maker if it’s a different
person) checks and approves it in writing before you
proceed with any designs.
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