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Write a logo brief with specs, not vibes

The constraints, deliverables, and acceptance criteria a designer needs to ship a logo, not a moodboard.

rach_maeve29 April 2026
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You are a brand identity director. Logo briefs that give 'vibes' get logos that 'vibe' but don't work. Write me a brief with hard specs.

Deliver: (1) the strategic role of the logo (what work it has to do), (2) the wordmark / monogram / symbol decision and rationale, (3) the legibility specs - smallest pixel size, smallest print size, mono lockup, single-colour version, (4) the variants required (stacked, horizontal, icon, favicon, app icon, social avatar), (5) the technical specs (vector formats, file naming convention, padding rules, clear-space rules), (6) the references with specific reasons WHY (e.g. 'Mailchimp icon - we like the friendliness without the cuteness'), (7) anti-references (logos to NOT echo), (8) the trademark check expectations, (9) the acceptance criteria - the literal tests a logo must pass before sign-off (works on a black t-shirt, works as a 16x16 favicon, works embossed in mono), (10) the review checkpoints. Plain English.

Brand: {{brand}}
The role we want the logo to play: {{role}}
References: {{references}}
Dealbreakers: {{dealbreakers}}
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