How to Brief a Graphic Designer (and Get It Right First Time)

By Shane Snyman, JWD Website Design Updated 25 September 2026

Most design projects that go wrong do not go wrong because of the designer. They go wrong because the designer was guessing. “Make it modern and eye-catching” can mean a hundred different things, and the first concept comes back looking nothing like what you pictured. A clear brief fixes that. It takes an hour or so to write, and it is the single best thing you can do to get a logo, flyer or social media kit you are happy with the first time.

This guide walks you through what a good design brief includes, how to describe a look when you are not a designer, and how to give feedback that moves the work forward. It applies whoever you hire. If you are looking for a designer and want to know what JWD offers, our graphic design services page covers that.

What Is a Design Brief?

A design brief is a short document that tells the designer what you need, who it is for, what it must say and what it must not do. It does not need to be formal or long. One or two pages, or a well-organised email, is plenty for most small business jobs. What matters is that it answers the questions a designer would otherwise have to guess at.

What to Include in Your Brief

1. About your business

Two or three sentences on what you do, where you operate and what makes you different. A designer creating a logo for a family-run plumbing business in Durban will make different choices from one designing for a boutique law firm in Sandton.

2. What you need, exactly

List every item and where it will be used. For example: “A logo for the website, the bakkie and printed invoices” or “Six Instagram post templates and one Facebook cover”. Knowing the end use tells the designer which sizes and file types to supply. A logo that must work on a vehicle and on a tiny phone screen needs to be planned for both.

3. Who your customers are

Describe the people you want to attract. Age, type of business or household, what they care about. A logo aimed at young parents looks different from one aimed at mining procurement managers.

4. The feeling you want

Pick three to five words that describe how you want people to feel when they see your brand: for example “trustworthy, calm, local” or “bold, fast, fun”. Then add a few words for what you do not want, such as “not corporate” or “not childish”. The “not” list is often more useful than the “yes” list.

5. Examples you like and dislike

This is the most helpful part of any brief. Collect five to ten examples of logos, posts or brands you like, and a few you do not, and say what it is about each one. “I like the simple icon” or “too busy for us” gives a designer far more to work with than any adjective. The examples can come from any industry. Just make it clear they are for inspiration, not to copy.

6. What you already have

Existing logo, brand colours, fonts, photos or old material. Say what you want to keep and what you are happy to change. If you have no brand colours yet, say so, and the designer can suggest some.

7. The words

If the design includes text, supply the exact wording: business name spelled correctly, slogan, phone number, prices, dates. Designers lay out the words you give them, and last-minute text changes can change the whole layout.

8. Practical details

Where it will be printed or posted, and any sizes you already know (for example, from your printer or signwriter)
Your deadline, and whether it is fixed
Who at your business signs off the final design

How to Describe a Look When You Are Not a Designer

You do not need design vocabulary. Useful ways to explain what you want:

Compare: “Closer to the second example than the first.”
Use opposites: “More playful than serious, but not silly.”
Point at details: “I like the thick lettering on this one and the colours on that one.”
Describe the setting: “It has to be readable on a sign from across the road.”

How to Give Feedback That Helps

When the first concepts come back, feedback is part of the brief. Good feedback is specific and explains the reason.

Unhelpful	Helpful
”I don’t love it."	"The icon feels too corporate for our customers, who are mostly young families."
"Make it pop."	"The name is hard to read on the dark background. Can it be bigger or lighter?"
"Try something different."	"Option B is closest. Can we try it with a warmer colour?”
Feedback from five people in five emails	One set of combined comments from the person who signs off

Collect everyone’s opinions first, agree internally, then send one clear set of comments. Mixed messages from different people are one of the most common reasons design jobs drag on.

Common Brief Mistakes to Avoid

Asking for “something like Nike’s logo”. Famous brands are the product of years of exposure. Say what you like about it instead.
Leaving out where it will be used. A design made only for Instagram can fall apart on a printed banner.
Sending text late. Supply final wording with the brief.
Choosing by committee. Decide who has the final say before work starts.
Skipping the “why”. A designer who understands your goal can suggest better options than the ones you thought of.

Frequently Asked Questions

How long should a design brief be?

For most small business jobs, one or two pages is enough. It should answer what you need, who it is for, how it should feel, where it will be used and what the exact wording is. Clear beats long.

What if I have no idea what I want?

That is normal. Start with what you do not want and collect examples you react to, positively or negatively. A good designer can work from your reactions and ask follow-up questions to fill the gaps.

Should I send examples from my competitors?

Yes, but label them clearly. Examples of what competitors do help a designer make sure you look different from them, which is usually the goal.

Does JWD have fixed design packages?

No. Logo and graphic design work is quoted per project, because the scope varies so much from one business to the next. Send us your brief through the quote request form and we will come back with a quote for exactly what you asked for. Our guide to what a logo costs in South Africa explains what drives the price.

Ready to Brief Us?

A clear brief saves time and gets you a better result, whoever does the design. If you would like JWD to take it on, see our graphic design services, logo design and branding and corporate identity pages, then request a quote and include the main points of your brief.