A logo brief a designer can actually work from.

5W + 1H

What

A single-page tool for logo design briefs. Fill in a short form, drag nine style sliders, add reference images, download a PDF. No account, no signup.

Why

Vague briefs cost rounds of revision. "Make it modern but classic" means something different to every person.

A slider between two birds makes the preference visible. The designer sees where the client sits between Playful and Serious, or Subtle and Obvious, instead of guessing from adjectives.

Who

Clients who commission a logo and want to explain what they like without design vocabulary.

Designers who want every project to start from the same structured questions.

When

Before the first concept. Ten minutes is enough. Answers autosave in the browser, so the form can be finished later on the same device.

Where

In the browser, on any device. Text and images stay on the device. Nothing is stored on a server.

The one optional AI step sends the answers to the AI provider of the designer's choice, with the designer's own API key, and keeps nothing.

How

1. Fill in — name, slogan, what the organization does, who it serves, industry.
2. Slide — nine pairs: Feminine–Masculine, Young–Mature, Luxury–Economical, Modern–Classic, Playful–Serious, Loud–Quiet, Simple–Complex, Subtle–Obvious, Organic–Geometric.
3. Reference — colors to explore, brands you like, images with a note on why.
4. Download PDF — one document with everything, ready to send to the designer.

The nine scales

Each scale runs from −5 to +5. Zero means no preference and is read as exactly that. The pairs and the bird illustrations follow the Understanding Logo Design Brief chart by Jefferson Pascual, published by Logo Designers of the Philippines. The illustrations are Pascual's work and are used here as a visual reference.

Author

Ade NaufalBuilt and maintained by Ade Naufal — first for Ade's own logo projects, then for anyone who needs a cleaner intake.

adenaufal.com