An effective creative brief for a logo design project has to be comprehensive in many different ways. The creative brief is what each professional in your organization that is involved in the logo design process will use to do their jobs, so your brief has to tell exactly what the client wants and what the client expects. A professional brief is done in steps, and it is important to pay close attention to each step as you put the brief together.
The summary statement is sometimes referred to as the problem statement, and it is just a short introduction to the problem the project will solve. If the customer needs a new logo to replace an existing logo, then the problem statement will explain why. If this is a new company that does not have a logo, then the summary statement will explain in a couple of sentences what the company wants to see out of its logo and how the logo will be used.
The client biography and profile is one part history, and one part objectives. It is important to gather all of the pertinent data that relates to why the company was started, who started it, and how the process of creating the company came about.
When it comes to the company profile, this is as much your observations as it is what the client tells you. The client may say that they just cannot pinpoint what kind of theme they want for the logo, but the bevy of sports-related pictures in the client's office tells a different story.
With the objectives section, you want to try and develop a single statement that outlines what the customer expects, and then back that statement up with specific information. For example, your objective statement may be "the customer wants a logo that appeals to a younger audience," and then you would finish the project objectives section by outlining the specifics of the audience, and the kind of effect the client wants their logo to have.
The project format section is a straightforward list of exactly what the client expects in terms of deliverables. Does the client want the final logo printed out as well as delivered in a digital format? What type of digital format does the client want? Does the client have any special requests when it comes to the type of paper to be used on the printed product? Be very specific in the project format section to avoid frustrating your customer.
If the budget for the project is broken down into sections, then include that information in the budget and timeline section. It is always good to have milestones in your timeline so that you can have deadlines that help you stay on track.
The budget and timeline section should be dynamic and constantly be updated. As each milestone is reached, you need to make sure that the project is still on schedule and within budget. If this section of your brief starts to change at all, it may be necessary to alter your approach so that you can make the customer happy without losing money.