A useful design brief explains the problem the design must solve. “Make it beautiful” describes a wish, but gives little direction. Before requesting a logo layout, brochure or promotional design, write down what the customer should understand or do after seeing it.
Explain the audience and the situation
Describe who will see the design and where. A reception poster, a printed catalogue and a small mobile advert have different viewing conditions. Specify the intended format rather than assuming one layout can be resized for every use.
Tell the designer what the audience already knows. Existing clients may recognise your logo, while first-time customers need a clear explanation of the business.
Supply the message in order of importance
Identify the main offer, supporting information and call to action. Provide approved wording for claims, prices and conditions. If you need copywriting, say so; design and writing are separate pieces of work even when one supplier handles both.
Mark information that is compulsory. Equally, identify text that can be shortened. This prevents a designer from guessing which details matter most.
Give references with reasons
Reference images are more useful when you explain what you like: the spacing, typography, colour balance or information hierarchy. Request inspiration, not a copy of another company’s protected artwork or identity.
Supply your own logo files and any existing brand rules. If there is no approved colour palette or font system, make that clear before production begins.
Specify deliverables and constraints
- Required sizes and orientations.
- Printed, digital or combined use.
- Any existing templates that must be retained.
- Images supplied and permissions to use them.
- Required file formats.
- Deadline and person responsible for approval.
Plan how feedback will be collected
Ask one person to consolidate comments from the business. Feedback should identify the problem and its importance rather than offering several conflicting instructions. “The contact number is too small at print size” is more actionable than “it is not popping”.
Before approving the final version, check factual content independently of visual appearance. Keep the approved file and brief together for future updates.
Explore our logo and identity design guide or corporate branding services. Send JomeTech Branding your brief on WhatsApp +263 78 377 1089 to discuss the scope and quotation.