50 Logo Design Brief Templates — free resource from DollarWise

1. What does your business do, in one sentence?
2. What products or services do you sell?
3. When was your business founded, and where are you based?
4. What is your business's mission or long-term vision?
5. Who is your ideal customer? Describe them in detail.
6. What age group, gender, and location does your audience skew toward?
7. What problem do you solve for your customers?
8. What feeling should customers have when they see your logo?
9. List three adjectives that describe your brand's personality.
10. List three adjectives your brand should NEVER feel like.
11. Who are your three main competitors?
12. What do you like about your competitors' logos?
13. What do you dislike about your competitors' logos?
14. How should your logo stand apart from theirs?
15. Do you have an existing logo? What do you like and dislike about it?
16. Do you have existing brand colors, fonts, or guidelines to follow?
17. Should the logo include your business name, initials, or an icon only?
18. Do you prefer a symbol, a wordmark, or a combination mark?
19. Should the logo work as a tiny app icon or favicon?
20. Do you want a mascot or character in the logo?
21. What visual styles appeal to you: minimal, vintage, bold, playful, luxury?
22. List three logos you admire and say what you like about each.
23. List three logos you dislike and say what puts you off.
24. Are there symbols, animals, or objects associated with your brand?
25. Are there any symbols or imagery you want to avoid for cultural reasons?
26. What colors do you like, and what does each one mean to you?
27. What colors do you dislike or want to avoid?
28. Should the logo work in a single color (black on white)?
29. Do you prefer bold, bright colors or muted, muted tones?
30. Do you prefer rounded, friendly shapes or sharp, geometric ones?
31. Do you prefer modern sans-serif fonts or classic serif fonts?
32. Should the text be uppercase, lowercase, or mixed case?
33. Is there a tagline or slogan that must appear with the logo?
34. Where will the logo be used most: website, packaging, signage, social media?
35. Will it appear on dark backgrounds, light backgrounds, or both?
36. Does it need to work embroidered, printed small, or in one color?
37. Do you need versions for social media avatars and app icons?
38. Do you need a horizontal version and a stacked version?
39. Do you need animated or motion versions for video?
40. What file formats do you need delivered (SVG, PNG, PDF, EPS)?
41. Who owns the final logo files and usage rights?
42. What is your budget range for this project?
43. What is your deadline, and is it flexible?
44. How many initial concepts would you like to see?
45. How many revision rounds are included in your expectation?
46. Who makes the final decision, and how many stakeholders are involved?
47. Is there anything about your industry that restricts colors or imagery?
48. How do you want the logo to age — timeless or trendy?
49. What does success look like for this logo project?
50. Do you need a brand style guide delivered alongside the logo?