2. Client Brief
To begin any logo design project, let’s first define who and what the logo will represent. This process can be as brief (pun intended) as Aaron’s example or a very detailed, thorough evaluation of the client’s position in the marketplace and strategic goals. To start, we’ll need the following information:
- Business/organization name (or ideas for one)
- Business/organization tagline – one phrase or sentence that describes what you do
- Colors or images that define your business or organization.
- Statement of what you want people to know about your business/organization
- What does the logo need to say about you or the company?
- Who is the target audience or intended market?
- List of your local, national, and/or international competitors or similar organizations. Are you unique or one of many?
- 3 examples of logos or designs that the client likes
- 3 examples of logos or designs they don’t like
- Any unique considerations for this logo?
- Example: the client hates the color orange
- Example: the client’s dog is the unofficial company mascot and soul of the business
For this example, I’ll be creating a logo for a fictional brand: my puppy Ruby.
- Name: Ruby
- Tagline: “New dog, new tricks”
- Colors: Gem tones (ruby red), white, red clay
- Mission Statement: Become a branded, internet-famous puppy
- Brand Perception: Cute, fun,
- Audience/Market: Dog people
- Competition: Cats
- Likes: Simple, clean designs
- Dislikes: Still cats
- Unique Considerations: None!