A clear brief is the single highest-leverage hour in your whole branding project. The same $50 designer produces wildly different results for a vague client versus a prepared one. Here's exactly what to include — copy this list into your order message.
The nine-line brief
- Business name, exactly as it should appear (and tagline, if any).
- What you sell and to whom, in one sentence.
- Three adjectives for the feeling (e.g., 'earthy, handmade, premium').
- Your palette: 3–4 hex codes (steal them from a brand board you love).
- Font direction: serif/sans/script preference, or two named fonts.
- 2–3 example logos you love — and one you hate, with a word on why.
- Where it will live: packaging, signage, Etsy icon, embroidery? Mention the smallest size.
- Deliverables to request: vector source file (AI/EPS/SVG), PNG with transparent background, a one-color version, and a simplified submark.
- What to avoid: clichés of your industry you're tired of (the camera-in-a-circle, the whisk-and-heart...).
Why the deliverables line matters most
The #1 regret we hear from small-business owners is receiving only a flattened JPG. Without the vector source you can't resize, print or recolor cleanly, and you'll pay twice later. Ask for source files up front — reputable sellers include them or list them as a cheap add-on.
Revision etiquette that gets better results
Give all your feedback in one consolidated round, referencing your three adjectives ('this feels playful, we said premium') rather than personal taste ('I don't like it'). Specific, criteria-based feedback is how budget projects end up looking expensive.