The quality of your logo is mostly decided before a designer draws a line. A clear brief gets you a strong first round; "something clean and modern, maybe blue?" gets you three polished guesses. I'm Daryl, lead designer at Blue Mint Studios, and this is the logo design brief I wish every Tequesta and Jupiter business filled out.
Still choosing who to hire? Our guide to hiring a graphic designer in Jupiter covers that. This assumes you've picked someone.
Why a logo design brief matters
A logo has to work on a storefront, on a polo shirt, as a 32-pixel browser icon and in one color on a receipt. And it has to feel right to your customers. A designer can't guess any of that.
Without a brief, they fill the gaps with their own taste or this year's trend. With one, every concept answers a real question, and your feedback becomes "does this answer the brief?" instead of "do I like purple?"
The free logo brief template
Copy it into a document, fill it in and send it. Short, honest answers beat polished ones. Most people finish in 30 to 45 minutes, and it saves weeks.
- 1The basicsExact name, tagline, what you do in a customer's words, where you operate.
- 2Your customersWho buys, why they pick you, what they worry about, where they first see you.
- 3PersonalityThree words you want to feel like, three you don't.
- 4ReferencesCompetitors, plus logos you like and dislike, with reasons.
- 5Where it livesEvery use checked; your top three starred.
- 6Constraints and logisticsMust-use colors, elements to keep, one decider, deadline, budget.
The full copy-ready brief template
1. The basics
- Business name exactly as it should appear: [capitalization, "&" vs "and", LLC or not]
- Tagline, if any, and whether it's part of the logo: [ ]
- What you do, in one sentence a customer would say: [e.g. "They fix boat engines at your dock so you don't have to haul out."]
- Where you operate: [storefront address, service area, online only]
- New business or replacement logo? How long in business? [ ]
2. Your customers
- Who buys from you most often? [age range, local vs visitor, homeowners vs businesses]
- Why do they pick you over the alternative? [ ]
- What do they worry about before buying? [price, trust, quality, speed]
- Where do they first see you? [Google, word of mouth, driving by on US-1, Instagram, a sign at the marina]
3. Personality
- Three words for how you want to feel to customers: [e.g. "calm, expert, local"]
- Three words you definitely don't want: [e.g. "corporate, cheesy, cheap"]
- If your business were a car, a restaurant or a person, what would it be and why? [sounds silly; it's one of the most useful questions here]
4. Competitors and references
- Two or three competitors, and what you think of their branding: [ ]
- Two or three logos you like from any industry, and why: [the "why" is the useful part]
- Two or three logos you dislike, and why: [ ]
5. Where the logo will live (check all, star the top three)
Storefront or building sign · Vehicle or boat graphics · Embroidered shirts and hats · Menus, rack cards, business cards · Website and Google Business Profile · Social profile picture (a small circle) · Packaging, labels, stickers · Merchandise
6. Constraints and must-haves
- Colors you must use or avoid, and why: ["my competitor is red" is a good reason]
- Existing elements to keep: [an old icon, a family name, a founding year]
- Anything legally or practically required: [a franchise rule, an association lockup]
7. Logistics
- Decision-maker(s): [who has final say; name them]
- Deadline and why: [grand opening, sign install, season start]
- Budget range: [ ]
Filling it in well
- "I want a sailboat with a sunset."
- Every use listed as equally important
- Five partners giving separate feedback
- Hiding the budget
- References all from one Pinterest aesthetic
- Describe the feeling and customer; let the designer propose the image
- Star the top three uses
- One decider; collect everyone's input first
- Give a range so the designer can scope honestly
- Include one reference from your own industry, and say why
There are a lot of sailboat-and-sunset logos between Juno Beach and Hobe Sound. A designer's job is to make yours distinct. And a logo built for a boat hull is different from one built for an Instagram circle.
How many concepts and revision rounds is normal
What the market generally looks like, and what I think is healthy:
| Feature | Initial concepts | Revision rounds |
|---|---|---|
| Quick | 2 | 1 |
| Standard logo | 3 | 2 |
| Full brand identity | 3–5 | 2–3 |
| Item | Range |
|---|---|
| Quick | Under a week |
| Standard logo | 1–3 weeks |
| Full brand identity | 3–6 weeks |
Three thoughtful directions beat ten variations of one idea, and "unlimited revisions" usually means no structure. Our own logo work starts at $400 for a quick logo with two concepts and one round; the logo packages page lists each level.
How to give logo feedback that actually helps
Your first reaction to concepts is emotional. That's fine, but it isn't feedback yet.
- 1Wait a dayAlmost every new logo feels slightly wrong on day one. That's unfamiliarity.
- 2Test where it'll liveMock up your top three uses, print it card-size, view it as a tiny circle.
- 3Judge against the briefOur three words? None of the "don't" words? Would our main customer trust it?
- 4Describe problems, not solutions"Too formal for us" beats "make the font bigger."
- 5Consolidate and send onceContradicting notes from two partners burn a revision round.
Feedback email template
For concept [A/B/C]:
- What's working: [ ]
- What feels off, and why (in terms of our brief): [ ]
- Where we'd be most worried about it: [e.g. "on the embroidered hats"]
Our preferred direction is [ ], because [ ].
The files you must receive at the end
The job isn't done until you have the files. Every cell should be filled:
| Feature | Vector (SVG, PDF or EPS) | Transparent PNG |
|---|---|---|
| Full color | Large and small | |
| One color, black | ||
| One color, white (reversed) | ||
| Icon or mark only | Including a square favicon |
Vector files matter most. Sign shops, embroiderers and printers will ask for them, and you can't make them from a PNG without redrawing. The SVG and square icon are among the first things we request on a Jupiter web design project.
A local note on logos that work here
- Still reads in high contrast after sun and salt fade outdoor signs
- Works in one color on fishing shirts, koozies and screen-printed tees
- Doesn't depend on a gradient or subtle light tint
- Doesn't lean on palm trees, waves, anchors or lighthouses unless it makes them its own
- Started in late summer if signs and print must be up for the November–April season
For why a consistent identity pays off beyond the logo, see why brand identity matters.
Frequently asked questions
What should be included in a logo design brief?
Your exact name, what you do, your customers, three personality words, references with reasons, where the logo will be used, constraints, deadline and budget. The template covers it all.
How many logo concepts should a designer provide?
Two to three for a standard logo, three to five for a full identity. Quality of thinking matters more than quantity.
How long does it take to design a logo?
Under a week for a simple logo, one to three weeks for a standard one, three to six for a full identity. Feedback speed is the biggest variable.
What file types do I need for my logo?
Vector (SVG plus PDF or EPS) for print, signs and embroidery, and transparent PNGs for web and social, each in full color, black and white.
If you'd like us to read your brief and tell you honestly what it would take, start with a free 30-minute call through our logo and branding page.
