I do a lot of branding work for new businesses; creating a new identity for someone’s new venture is an exciting thing to be a part of. The quality of the branding can determine whether or not a new business fails or succeeds, so there’s a lot of pressure to get it right! 

As important as the designer’s years of wisdom/opinion/advice are, the client’s input is equally as valuable. Without a clear brief, there is likely to be a lot of miscommunication going back and forth, and ultimately a more time-consuming and costly project.

So, how exactly does a client provide a sufficient brief to these godly designer folk we speak of? Here’s some tips from someone on the other side.

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Trawl the internet.
For your own benefit, and the designers, it’s important that you have a clear idea of what you believe to make up a successful brand. I regularly point people in the direction of Site Inspire and The Best Designs, both these sites are great resources for conjuring up ideas and inspiration. Gather together 5 or so examples to give to the designer, making sure to explain what it is you like/dislike about each example.

Brainstorm.
Now you have a good idea of what pleases you aesthetically, it’s time to brainstorm what you hanker for with your own logo. Consider how you want people to view your business and the main focus of your new identity. Some questions you might like to consider are: Who is your target audience? What is the main message you’re trying to get across? Who are your main competitors? Are there any specific things you would like to see/not see in your logo?

Choose your designer, wisely.
Look through varying designers websites and folios before you settle on a designer. Consider their previous work and if it fits with the aesthetic you’re trying to achieve. There’s no point hiring a designer who’s great with one style, and asking them to conquer another. Most designers are capable of creating a very large variety of styles, but it makes a lot more sense to hire a designer whose existing work you admire and respect.

Listen.
After you’ve chosen your ultimate designer and shown them your research, ask for their opinion and listen to it. A good designer will take all of your ideas into consideration and then offer you sound advice and some extra ideas. Listen to their words of wisdom, this is their field of expertise and it’s very unlikely they’d want to send you out there with a poorly designed logo with their name attached to it.

Give clear direction.
The most important aspect of the design process is the communication between client to designer. It’s crucial that the client gives adequately detailed feedback on concepts and amendments; what do you like/dislike about each concept? What would you like to see less/more of? Be concise with feedback, it will save a lot of frustration and ensure that the end result is exactly what you’re looking for. If you’re unsure of what the problems are, go back to your original research and draw some comparisons. 

Some other things worth noting.
It’s important to remember, the logo itself need not tell the whole story of the business in one glance, supporting elements - like the printing technique, writing style, colour scheme and typography - are there to tell the story, whilst the logo is there to create a brand/stamp for you. It’s also worth noting, that the most important aspect of a logo is not actually the logo itself; it’s the way it’s used, the rest of the brand is just as (if not more) important than the logo itself. Keep it simple. Don’t feel like you need to take over the world with your new logo. Some strong typography, one (or two, maximum) colour and possibly a nice symbol that represents your business will do nicely. 

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Logo creation should be an enjoyable exercise, for both the designer and the client. With ample planning and research, the process can be pain free and, dare I say it, fun