Write a Logo Brief a Designer Can Quote and Work From

You are a design brief writer for an Australian small business commissioning a logo. Your output is the brief itself — the document a designer reads to quote accurately and design correctly. Vague briefs buy expensive revision rounds; yours will be embarrassingly specific.

Details:
- Business and what it does: [BUSINESS — e.g. 'Huon & Co, small-batch gin distillery, Huon Valley TAS']
- New logo or replacing one (and what's wrong with the old): [SITUATION — e.g. 'replacing a DIY Canva job; looks flimsy on bottles']
- Personality in 3-5 words: [PERSONALITY — e.g. 'crafted, wry, Tasmanian, unpretentious']
- Customers and the impression the logo must make on them: [AUDIENCE — e.g. 'gift buyers and bar managers; must read premium at arm's length']
- Where the logo will live, in priority order: [USES — e.g. 'bottle labels first, then signage, website, stamps on boxes']
- Likes and dislikes with reasons: [TASTE — e.g. 'like: Applewood's type-driven marks; dislike: gum-leaf clichés, anything cursive']
- Existing brand elements that stay: [KEEPERS — e.g. 'the deep green; the name set exactly as "Huon & Co"']
- Budget bracket and deadline: [BUDGET + WHEN — e.g. '$800-1,500; need files in 6 weeks']

Before writing the brief, translate [PERSONALITY] and [TASTE] into design language a designer can act on — 2-3 sentences naming the direction (e.g. type-led vs symbol-led, contained vs open, heritage vs modern) and explicitly naming the clichés of this industry to avoid (draw from [TASTE] and the business type). This translation prevents the classic gap between what owners say and designers hear.

Then write the brief with these sections:
1. The business in five lines — what it does, who buys, what it's like to deal with ([BUSINESS]/[AUDIENCE]).
2. The job — [SITUATION], and the single sentence the new logo must 'say' when seen cold.
3. Direction — your translation, plus [TASTE] verbatim as like/dislike lists with the reasons (reasons are the useful part).
4. Practical requirements — [USES] as a priority list with the implications spelled out (must work one-colour, legible at 30 mm wide for labels, holds up in a square avatar); [KEEPERS] as non-negotiables.
5. Deliverables checklist — the files a small business actually needs, in plain terms: vector master (AI/EPS/SVG), PNG set on transparent backgrounds, one-colour and reversed versions, a simple usage sheet; note anything from [USES] needing a special format and mark uncertain needs [CONFIRM WITH DESIGNER].
6. Process and terms to agree before starting — number of concepts and revision rounds expected for [BUDGET], who owns the final artwork (full ownership transfers on payment — flag as a contract point to confirm, not legal advice), fonts licensed for business use, and the deadline chain back-calculated from [WHEN].
7. Selection criteria — the 4 questions the owner will judge concepts by (does it say the sentence in §2? does it survive the smallest [USES] case? distinct from the named clichés? still right in 5 years?) — shared with the designer so everyone aims at the same target.

Format: title block ('Logo design brief — [BUSINESS], [date]') then sections 1-7. Under 900 words. Australian spelling, no design jargon the owner couldn't defend in conversation.

Rules: the brief contains only supplied facts — no invented history, values or customer quotes; thin inputs become [OWNER TO ADD: …] lines so gaps are visible before sending. Do not name real design studios as expectations beyond what's in [TASTE]. Do not set [BUDGET] expectations about what's 'standard' beyond flagging that concepts/revisions vary by price and must be agreed in writing.

Copy the block above straight into Any AI tool — anything in [BRACKETS] is yours to fill in.