Logo design brief template
Every question a logo or branding brief should answer, with a real example filled in. Copy the template, or send it as a guided brief.
The template, filled in
Example answers for Ember Coffee, a new café.
What’s the business or brand called?
Ember Coffee
What does the business do?
A sentence or two is enough.
A specialty coffee roaster. We’re opening our first café, near the university campus.
What should this project achieve?
An identity for the café: the sign, cups, bags and menu. It has to be ready before we open.
Who are we trying to reach?
The people this work is for: who they are and what they care about.
Neighbors who care where their coffee comes from. Students too, the café is near campus.
What should people think or feel when they see it?
A few words is fine.
Warm and a little nerdy. Not fancy.
What do you like, and what should we avoid?
Brands, links and examples welcome.
We like simple type and hand-drawn menus. Please avoid gold, thin serifs, and anything like the chain café two doors down.
Anything else we should know?
Key dates, must-haves, anything we haven’t asked.
We open in early December. Cups will probably be printed in one color.
How should the name appear, and is there a tagline?
Exact spelling and capitals.
EMBER, all capitals. No tagline yet.
Where will the logo be used most?
Web, signage, packaging, social…
The café sign, paper cups, coffee bags and Instagram. The cup is the smallest.
Is there an existing logo or anything we should keep?
Nothing to keep. Our wholesale bags have a plain text label.
Who are your main competitors?
So the new identity stands apart from them.
The chain café two doors down, and the coffee bar in the campus library.
What makes a good logo design brief
A good logo brief names the smallest place the logo has to work, the competitors it must stand apart from, and what to keep from the old one. Without those, the first round of concepts is a guess.
Why each question matters is in the logo design questionnaire. For any other project, start with the design brief template.
Send your next brief as one link.
Your client answers one question at a time on their phone. Briefscope reads the brief, lists what’s missing, and lays out a plan with real dates.
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