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:

1. Business/organization name (or ideas for one)
2. Business/organization tagline – one phrase or sentence that describes what you do
3. Colors or images that define your business or organization.
   • Check out kuler.adobe.com or colourlovers.com
   • Gather any product images or photos into a mood board – Pinterest works great
4. Statement of what you want people to know about your business/organization
5. What does the logo need to say about you or the company?
6. Who is the target audience or intended market?
7. List of your local, national, and/or international competitors or similar organizations. Are you unique or one of many?
8. 3 examples of logos or designs that the client likes
9. 3 examples of logos or designs they don’t like
10. 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.

1. Name: Ruby
2. Tagline: “New dog, new tricks”
3. Colors: Gem tones (ruby red), white, red clay
4. Mission Statement: Become a branded, internet-famous puppy
5. Brand Perception: Cute, fun,
6. Audience/Market: Dog people
7. Competition: Cats
8. Likes: Simple, clean designs
9. Dislikes: Still cats
10. Unique Considerations: None!

Next: Brainstorming & Sketching >

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