How to brief a designer when you dont know what you want
Not knowing is normal
Most founders don't have a clear vision for their logo. That's fine. It's the designer's job to develop options, not yours to prescribe solutions.
What designers actually need
Good designers need context, not creative direction:
- What your business does
- Who your customers are
- How you're different from competitors
- Where your logo will be used most
- Prescribe specific solutions
- Ask for "something like competitor X"
- Over-complicate with conflicting requirements
- Ask everyone's opinion
Read our full guide on what to tell your logo designer.
Share reactions, not directions
Instead of saying what you want, share what you respond to. Collect examples of brands you like and explain why.
This gives designers insight into your taste without constraining their creativity.
Trust the process
If you've chosen the right designer, let them do their job. First concepts might surprise you — that's often a good thing.
What to avoid
Don't:
Giving effective feedback
When you see concepts, focus on your reactions, not prescriptions. "This feels too corporate" is more useful than "make it bolder."
Learn more about how to give feedback on logo designs.
Embrace the exploration
Not knowing what you want is actually an advantage. You're open to discovery. The best logos often come from unexpected directions.