A perfect logo , which absolutely everyone will like, is very difficult to create, not to say impossible. There will always be those: “What’s that font?”, “Come on, try a different color?”, “What does this represent?”, “Why don’t you try this one?”, etc. The number of questions and requests that, most often, only move us away from the final solution can be unlimited.

Nevertheless, it is possible to create a logo that “hits the center”, attracts attention and, above all, represents the brand for which it is intended in the best way. That is why, before starting creation, it is necessary to draw up a good brief that will guide the design process itself correctly.

What exactly is a brief?

Brief , of course, is a word taken from the English language and basically does not translate in the literal sense as “meeting” but represents a document that defines all the necessary information for creating a logo.

This information usually relates to business, description of products or services, definition of the target group, definition of the style or aesthetics of the entire brand, as well as information about deadlines.

Business

The first step is to collect information about the brand such as activity, products or services, market, etc. Such information is mainly used by designers when choosing form, shape , color or typography using experience, as well as knowledge of theory and trends. Graphic designers generally know what design techniques work well for different types of products, audiences, and industries.

Consider all aspects of the product or service, production processes in the company, target groups and competition within the industry.

Brand

By defining the value of the brand, the aesthetics and style itself are created, i.e. whether the logo will be modern or vintage , playful or calm, detailed or stylish. Designers often have the ability to visually transfer such values ​​to graphic logo solutions.

The name itself can play a big role in the design. Apart from the importance of whether you use upper or lower case letters, joined or separated words or write the name in one or more lines, the spacing as well as the shape of the letters themselves can be used to create striking shapes that explain the brand more closely.
There are also cases when the slogan is implemented in the design of the logo and through the brief it should be defined whether it is striking enough to be a general integral part of the logo or presented so that it can be placed or removed depending on the size and display.

Types of logos

By specifying the desired logo format, you can save a lot of time and effort in the design process itself. Even if you’re not sure, you can suggest a few types and formats that you think might work.
Logos can be: Monogram and , Typographic, Pictograms or symbols, Mascots, Coats of arms or a combination of several styles.

Colors

Many believe that the choice of colors should be left to the designer due to his knowledge of the theory and psychology of colors, but one should definitely consult within the framework of the brief – and give at least some general suggestions from which the color palette will be clearly defined later.

Inspiration

Some call it inspiration, others a mood board, mostly this is part of the brief in which you will present to the designer how you think. Make a selection of logos or brands that you like and send the images to the designer. As it is a private document that you will not publish, you can use any logos, regardless of copyright.

Also, as part of the inspiration, you don’t have to use only images of the logo, but also color palettes, similar products, packaging, that is, all the material that can help the designer recognize the type or style of logo you want.

Deadlines

The most common mistake made in the process of creating a logo is a very short deadline. And if the final result looks like something that could have been done in a short period of time (a few minutes or hours), the time needed for research and sketching is often overlooked. The more time you leave for logo design, the more chances you have of getting good graphic solutions.

On the Internet, you can find tons of sites that offer ready-made solutions or generic logo creation. What still gives designers an advantage over such sites, apart from unique and original solutions, is precisely the brief that provides the possibility of adaptation, first of all, to the needs of brand promotion and the values ​​you want to convey to the target group.

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