What to Tell a Designer Before They Create Your Logo

Describe what the company sells, who it serves and how it wants to be perceived. This guide explains the practical checks that matter most.

Explain the business simply

Describe what the company sells, who it serves and how it wants to be perceived. Avoid asking the designer to guess from the name alone.

A children’s brand, construction company and financial consultancy need different visual decisions.

Instead of only saying “I like blue”, explain whether you want the brand to feel trustworthy, energetic, premium or approachable.

Tell the designer about signs, uniforms, social media, packaging, invoices and vehicles. The logo must work across the formats you actually use.

Examples can show direction, but asking for another company’s logo to be copied creates legal and branding problems.

A complete handover should normally include colour, black-and-white, transparent-background and suitable file versions.

A good brief gives direction without prescribing every line. Focus feedback on whether the design solves the business problem.

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