Logo design brief

Your logo design questionnaire.

Type your answers below, then print the page or save it as a PDF and attach it to your quote request. Short answers are fine: every detail helps.

Send it with a quote request Back to the guide

Part 1 Your business

Business name

Slogan or tagline (if any)

What do you sell or offer? Describe it the way you would to a friend.

New or established business? Tell us the story of how it started.

Where do you see the business in five years? Any new products, services or markets planned?

Part 2 Personality & impression

What values guide the way you work?

What is the one thing people should feel or understand when they see your logo?

Five words that describe your business’s personality

Part 3 Market & audience

Name at least three competitors. What makes you different from each?

Describe your ideal customer: who they are, what they need, and where they find you.

Part 4 Look & feel

Which type of logo are you drawn to (lettermark, wordmark, abstract, pictorial, illustrative), and why?

Colours you love, colours to avoid, and colours you already use

Lettering style that suits you (classic, modern, handwritten, bold, elegant…)

Three logos you admire, with what you like and dislike about each

Any ideas, symbols or elements you would like us to explore

Part 5 Goals, timing & budget

Why do you need a logo now: new business, refresh or complete rebrand?

Deadline and any launch dates

What do you need delivered? (logo only, business cards, letterheads, signage, company profile…)

Budget range

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