Epiphany Editing & Publishing

Father and son duo, Howard and Chris Williams recently approached us seeking an effective logo design that would provide a professional image for their kartsport racing team. They wanted the new logo to be embroidered onto their team sports shirts and sign written onto their kart trailer. Although both men are skilful drivers and karting enthusiasts, they were on less familiar territory when it came to deciding how best to achieve the ‘look and feel’ they wanted for their new logo. Their specification for their logo was that it should be black and red and incorporate ‘a chequered flag’. From this starting point, we were able to draft a design brief for them – an important first step in creating the finished logo design on budget and within the required time frame.

The purpose of a design brief

Before embarking on any design project, it is important that you have some idea of what you want your final logo to look like and to communicate your thought-processes to the designer. In this way, the design brief summarises what you want to achieve from the project and acts as a reference point for the designer to work from. Design briefs save time and money because they reduce the risk of the designer misinterpreting the client’s needs, which may result in the need for multiple design revisions or new concepts.

Provide design examples you like

Providing examples of what you consider to be effective or relevant design can be a helpful aid in drafting an effective brief for your logo design.

If you’re not entirely sure why you like a certain design style, then a good starting point involves selecting images/graphics based on:

  • colour
  • imagery
  • typography
  • the mood/emotion that it creates.

The more clues you give about your design tastes, the more likely the designer will be able to interpret your client brief and create something that fulfills your requirements. Expecting your designer to second-guess what you want rarely produces a good result. Remember that a professional graphic designer will not copy the ideas you give them – but will use them as the stimulus for producing a high quality logo design.

Kirsty Ogden is a professional editor and graphic designer. She is passionate about helping people to create a powerful business marketing message via an attractively designed and articulate print publication.