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Create an inspiring logo design brief
Behind every iconic logo design is a clear brief. Communicating the vision and direction for a logo ensures clarity while empowering the designer to apply their skills and creativity.
An effective logo design brief will include an overview of your brand, description of the project, goals, target audience, competitors, style preferences, deliverables, budget, project timing, examples of existing design work, and finally, guidance on what to avoid.
Milanote helps you share the brief with a client or team and create a helpful point of reference for everyone involved in the project.
This template is part of our guide on How to plan a logo design project.
- Explore ideas
- Organize visually
- Share with your team & clients
- Gather feedback
- Export to PDF
How to use this template
Whether you’re a designer, creative director, or a client, follow this step-by-step guide to learn the modern process of writing an inspiring brief in Milanote, a free tool used by top creatives.
1. Start with an empty template
The Logo Design Brief template is filled with questions, thought starters and image placeholders to help you write your brief in minutes.
How to do this in Milanote
Create a new board for your brief.
Create a new board
Drag a board out from the toolbar. Give it a name, then double click to open it.
Choose the Logo Design Brief template
Choose a template
Each new board gives you the option to start with a beautiful template.
2. Define the purpose of the project
Start by learning as much as you can about the goals and purpose of the project. A great logo reflects the values and personality of a company. As iconic designer Saul Bass says "logos are the graphic extension of the internal realities of a company."
Spend time with your client, have them lead you through their history and vision in their own words and ask questions like... What does the company stand for? What are your goals? Who are your main competitors? How will the logo be used? How do you want people to feel when they see your logo?
How to do this in Milanote
Add a note to describe the purpose of the project
Drag a note card onto your board
Start typing then use the formatting tools in the left hand toolbar.
3. Describe the brand personality
Once you have a clearer understanding of the company, it’s time to start defining the brand values or look and feel of the logo in words.
Write out the tone or personality you want the logo to reflect. Should it be modern or classic? Formal or playful? Loud or minimal? Young or mature? These simple style choices can help steer designers in the right direction to creating a logo that accurately reflects the organization.
How to do this in Milanote
Add a note to describe the brand personality.
Drag a note card onto your board
Start typing then use the formatting tools in the left hand toolbar.
4. List the deliverables
Your logo will likely be displayed in a variety of places, from business cards, to websites, packaging, clothing and more.
Clearly describe where your client plans to use the logo. This will help you create a logo that works in all environments—something that's easy to read at a small size but also looks amazing scaled up on the side of a building.
How to do this in Milanote
Create a new to-do list for the specific deliverables.
Drag a to-do list onto your board
Start typing then press "Enter" to create a new item. Add a title to your to-do list using the left hand toolbar.
5. Describe the target audience
This is where you describe a specific type of audience and detail what’s important to them. It will help you create a logo that grabs their attention. What brands do they love? What is their current relationship with the product or service? What design styles best are they drawn to? Answering these questions will enable your team to think about the project from the perspective of your audience.
How to do this in Milanote
Add a note to describe the audience.
Drag a note card onto your board
Start typing then use the formatting tools in the left hand toolbar.
Choose a photo to represent your audience.
Use the built-in image library
Search over 3 million beautiful, free photos then drag images straight onto your board. Powered by Pexels.
6. Collect client references
Before you jump into design, it's essential to understand your clients' design preferences. They know the brand better than anyone so they'll probably have some ideas around the visual direction. Ask them to supply any images that communicate their design preferences, then add them into the brief.
It's equally important to understand what your client likes about these references and how they tie back to the company goals. Is it the colors, the shapes or the personality captured in the images? Or are they examples of what not to do? All these details will help you stay on the same page throughout the design process.
How to do this in Milanote
Add reference images supplied by your client.
Upload a file or document
Click the "Upload" button or just drag a file onto your board. You can add images, logos, documents, videos, audio and much more.
Once you’ve made any final tweaks, it’s time to share the completed brief with the your team, organize a kickoff meeting and start the project.
How to do this in Milanote
Share the brief with your team.
Invite editors to your board
Open the "Share" menu from the title bar of your board. Add email addresses of the people you'd like to collaborate with—they'll receive an invitation via email.
And you're done!
Now that your brief is complete, you have an inspiring starting point for your logo design project. Remember to revisit your brief at each stage of the creative process. It's a great way to ensure you're still headed in the right direction!
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