What to Prepare Before You Commission a Brand

“Make us a great logo” is not enough to brief a designer. The name, what the business does, where the mark will appear, and which files you need all affect the work.

Imagine commissioning a logo for a neighborhood bakery called Corner Loaf. Tell the designer whether the Korean and English names must both appear, whether the first use is a storefront sign or a paper bag, and which familiar motifs you want to avoid. “Warm and modern” is hard to assess; “the name must stay readable in one-color print on a kraft bag” gives the team a real test.

Write one sentence about the brand

Describe who the business serves and what experience it offers. For example: “A small neighborhood bakery for an easy stop on the morning commute.” Add the exact Korean and English spelling, spacing, and any approved abbreviation.

Check claims such as “best,” “only,” or “No. 1” before putting them in the identity. Do not ask for a mark that resembles another company’s trademark or a famous character. List confusingly similar marks and colors so the designer knows what to avoid.

Prepare these materials before the first draft

• One sentence about the brand and the exact name spelling

• Main customers and real placements: sign, packaging, website, profile icon

• Words, marks, or imagery to avoid

• Existing colors or typefaces, with the original files and why they matter

• The folder where final files and the brand guide will live

Specify the deliverables and rights

Decide whether you need a wordmark, a symbol, and horizontal or stacked versions. A storefront may need a wide lockup, a social profile a square symbol, and a bag a one-color version. Ask to review the design at small size and in black and white before approving it.

List the file formats by use: PNG for web, and SVG or PDF for scaling or print. Say whether you need color codes and clear-space rules in the guide. If stock art or a typeface is part of the work, check that its license allows commercial logo use.

Write down whether copyright is assigned or licensed, where and for how long the mark may be used, and whether you may adapt it later. Trademark filing is separate from approving the design, so compare the name you plan to file with the final wordmark.

Review in a useful order

1. Confirm the exact name and the one-sentence brand description.

2. Share the marks and motifs to avoid, plus the intended placements.

3. Review the wordmark and symbol as separate options.

4. Check a small profile icon, a sign mockup, and one-color print.

5. Match usage rights and the list of master files to the contract and delivery.

A clear brief lets you judge whether the design works in real placements before debating personal taste.