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Branding5 min readMar 14, 2026Hostingli Team
Before You Pay for a Logo: A 9-Question Checklist
A surprising number of logo briefs miss the basics. These nine questions save weeks of revisions later.
A great logo brief makes the design 80% of the way home before the first sketch. Answer these nine questions before you brief any designer.
The 9 questions
- Who is your ideal customer in one sentence?
- What three adjectives should your brand feel like?
- Three brands you admire — and why?
- Three brands in your space you don't want to look like?
- Where will the logo appear most often?
- Do you need a wordmark, icon, or both?
- Any colors you must use or must avoid?
- What's the timeline and revision count?
- Who has final sign-off?
Bring this answered to your designer and you'll save weeks of back-and-forth — and end up with a mark you actually love.