How to Brief a Designer So You Get the Logo You Actually Want
How to Brief a Designer So You Get the Logo You Actually Want
Nobody tells you this: a bad logo usually starts with a bad brief.
You hire a designer. You say "I want something professional." They come back with three options you hate. You ask for changes. They change the wrong things. Two weeks and $800 later, you pick the least bad option and move on.
That's not the designer's fault. It's the brief. Without clear direction, they're guessing. And guessing means revisions, delays, and frustration on both sides.
A clear brief saves you time, money, and rounds of revisions. Here's how to write one, even if you've never done it before.
What You Need Before You Start
Before you contact any designer, spend 20 minutes thinking through these four things. Write them down. This becomes your brief.
Step 1: Write Down What Your Business Does in One Sentence
Not a tagline. Not a mission statement. Just a plain description.
"I'm a mobile mechanic in Melbourne who does on-site car servicing for busy people."
"I run a cleaning company in Perth. We do end-of-lease cleans and regular house cleaning."
"I'm a removalist based in Brisbane. Small and medium moves within South East Queensland."
This helps the designer understand your audience. A logo for a mobile mechanic looks different from one for a law firm. A cleaning company logo looks different from a construction company. The more specific you are, the better the result.
Step 2: List Three Words That Describe Your Brand
Pick three words you want people to feel when they see your logo. These words guide every design choice: the font, the colours, the style, the icon.
Examples by trade:
Mobile mechanic: Reliable, friendly, local
Removalist: Strong, trusted, fast
Cleaner: Clean, fresh, professional
Electrician: Safe, modern, qualified
Don't pick "professional" and "fun" and "serious." Those pull in different directions. Be consistent. If you can't narrow it down to three, you're not clear on your brand yet. That's worth figuring out before you spend money on a logo.
Step 3: Show Examples You Like (and Don't Like)
Find 3-5 logos from other businesses you admire. They don't have to be in your industry.
For each one, write why you like it:
- "I like the bold font. Easy to read on a ute."
- "I like the simple icon. It works at any size."
- "I like the blue and white colour scheme. Feels clean."
Do the same for 2-3 logos you dislike:
- "Too busy. Too many elements."
- "Too corporate. Doesn't feel approachable."
- "Looks cheap. The font is hard to read."
This gives the designer clear direction without you needing design vocabulary. You don't need to know what "kerning" or "sans-serif" means. "I like that it's bold and easy to read" is enough.
The Australian Government's business.gov.au has free resources on branding basics for small businesses. Worth a quick read before your first designer meeting.
Step 4: Tell Them Where Your Logo Will Appear
This affects the design more than most people realise. A logo that looks great on a business card might be unreadable on a ute at 60km/h.
Tell your designer everywhere your logo will be used:
- Vehicle wrap or ute signage: Needs to be bold, readable from a distance. Simple shapes.
- Business cards and invoices: Can have more detail, smaller text is fine.
- Uniforms or embroidery: Simple shapes only. No fine lines or gradients.
- Website and social media: Needs to work in a circle (profile pic) and a rectangle (header).
- Signage or shop front: Needs to work at large scale. Thin fonts get lost.
If your logo goes on a ute, it needs to work big and bold. A detailed watercolour illustration won't read at 60km/h. Ask your designer for a simplified version for large formats.
What Should a Good Brief Include?
Here's your checklist. Send all of this in one email or document. Don't drip-feed it across five conversations.
- Business name and what you do (one sentence)
- Your three brand words
- 3-5 logos you like (with notes on why)
- 2-3 logos you dislike (with notes on why)
- Where the logo will be used (list every surface)
- Colours you want (or want to avoid)
- Budget and timeline
- Whether you need just a logo or a full brand kit (colours, fonts, business card, letterhead)
A designer who gets this brief will deliver better first-round concepts. Fewer revisions. Less back and forth. Better result.
How Many Revisions Should You Expect?
Most designers include 2-3 rounds of revisions. That's normal.
Round 1: Pick the concept you like best. Give feedback on what to change.
Round 2: Refine colours, fonts, and sizing.
Round 3: Final tweaks and sign-off.
If you're on round five, the brief was probably unclear. Go back to your three brand words and your example logos. Show the designer exactly what's not working and why.
Don't ask for changes like "make it pop" or "I'll know it when I see it." That's not feedback. Be specific: "The font feels too thin. Can we try something bolder?"
How Much Should a Logo Cost?
Prices vary widely, but here's a rough guide for Australia:
- Fiverr / budget online ($50-$200): Basic logo, limited revisions, template-based
- Local freelance designer ($500-$1,500): Custom logo, 2-3 concepts, revisions, file formats
- Brand agency ($2,000-$10,000+): Full brand identity, guidelines, stationery, signage
For most tradies, a good freelance designer in the $500-$1,000 range is the sweet spot. You get something custom, professional, and yours.
If you want your brand to work across your website, social media, vehicle wrap, and printed materials, Light Leads can help you build a full visual identity that stays consistent everywhere.
Ready to get your brand right? Book a free call.
