Logo Design Brief
COACHING PRACTICE TOOLS
A brief and evaluation checklist for developing a logo that works across every context your practice appears in.
A brief and evaluation checklist for developing a logo that works across every context your practice appears in.
A logo brief gives a designer something to work with — and gives you something to evaluate the result against. Without it, logo feedback becomes subjective and revisions become circular. The brief captures decisions you have already made: which colors represent the practice, which fonts match the voice, what feelings the mark should produce, and what visual territory to avoid.
The checklist on the following page is not a design tool. It is an evaluation tool. Use it after you have a candidate logo, not while you are developing one. Each item tests a specific functional requirement — whether the logo survives thumbnail size, whether it reads in black and white, whether it has an alternative version for constrained layouts. A logo that checks every item is one you can deploy across every surface without compromise.
Work the two pages in sequence: brief first, checklist after. Return to the checklist each time you receive a new revision.
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