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Brand (logo) Design Proposal Template

A brand (logo) design proposal is a bid sent to clients requiring a new logo or to recreate a current one. With this in mind, graphic designers will seek logo projects with this paperwork to introduce their branding, graphics, and typography expertise.

Types Of Brand (Logo) Design Proposals (12)

  1. Combination Logo Design Proposal – This type of proposal targets clients with projects where the designer must have strong typography and illustration skills.
  2. Environmental or Eco-Friendly Logo Design Proposal – A proposal made to showcase the logo designer’s understanding of environmental responsibility.
  3. Geometric Logo Design Proposal – A proposal with a stress on patterns, symmetry, and shapes because the client wishes an appealing but basic design.
  4. Iconic Logo Design Proposal – A proposal sent to clients who wish a presence merely through a logo image or icon, thus requiring strong conceptualization and branding skills from the designer.
  5. Illustrative Logo Design Proposal – A proposal used to approach artistic or creative clients seeking to integrate rich imagery, symbolism, or pop culture in their logo and, in fact, will often feature very detailed images.
  6. Luxury or High-End Logo Design Proposal – A proposal for clients who wish to associate a sophisticated or luxurious feel to their brand, thus focusing on the designer’s understanding of elegant typography and design.
  7. Mascot Logo Design ProposalThis proposal provides a powerful section for the designer’s illustration, psychology, and marketing skills since the client wishes to use a specific character to embody the brand.
  8. Modern or Minimalist Logo Design Proposal – This proposal will focus on the designer’s skills in a clean and minimalist approach to logos, thus catering to clients who wish a modern look to their logo.
  9. Playful or Whimsical Logo Design Proposal – This proposal often targets projects involving a younger audience, thus showcasing conceptualization and illustration skills.
  10. Responsive Logo Design Proposal –  A proposal for clients seeking to adapt their brand logo across platforms, therefore requiring strong media branding skills from the designer.
  11. Vintage or Retro Logo Design Proposal – The proposal features a designer’s knowledge of history (popular culture, propaganda, fashion, etc.) because the client seeks a nostalgic brand identity through the logo.
  12. Wordmark, Lettermark, Or Monogram Logo Design Proposal – A proposal focused on the typography skills of the designer, often because the client intends to display a strong image of the business name or initials.

What Should Be Included (16 Items)

  1. Introduction
  2. Client Background
  3. Project Objectives
  4. Scope Of Work
  5. Design Approach
  6. Conceptualization
  7. Design Revisions
  8. Color Palette And Topography
  9. Deliverables
  10. Timeline
  11. Budget
  12. Terms And Conditions
  13. Client Responsibilities
  14. Approval Process
  15. Cancellation And Refunds
  16. Portfolio And References


1. Introduction

Greet the potential design client with an introduction to your business or agency while delivering a well-constructed overview. Additionally, set the tone by showing that you understand and can satisfy the client’s project objectives.

  • Introduction (Agency Profile And Contact Information)

  • Client Discussion (Background, Industry Position)

  • Project Overview

  • Relevance Of Logo Design

  • Value Proposition

2. Client Background

Show your understanding of the project goals by discussing the client’s brand story and overall industry analysis. Basically, convince the client that your agency can bring their vision for the desired brand personality and presence to life.

  • Business Overview
  • Industry Analysis
  • Current Brand Identity And Perception
  • Client’s Vision
  • Design Preferences

3. Project Objectives

Comprehensively discuss the project by summing up its objectives, significance, and design philosophy driving the creative team. Equally important, discuss the work involved and address the client’s budgeting concerns.

  • Project Title, Objectives, And Significance

  • Scope Of Work And Budget Estimate

  • Brand Identity Enhancement And Other Benefits

  • Design Philosophy (Creative Approach, Collaboration, etc.)

  • Timeline (i.e., kickoff meeting, presentation, project phases)

4. Scope Of Work

Define the steps of the logo design process and what is required of the client since this will aid the client’s understanding of the work involved. Also, inform them of their ownership and usage rights, the presentation format that will be used, the appropriate communication channels to use during development, and promote any additional services that may apply.

  • Concept Development And Timeline

  • Logo Revisions And Logo Variations

  • Color Palette And Color Revisions

  • Typography, Iconography, And Imagery

  • Final Logo Files, Brand Guidelines, And Deliverables

5. Design Approach

Enlighten the client of your agency’s design philosophy while inviting their input. Also, ensure they understand that their collaboration and choices are integral to developing a unique logo with a long-term appeal and presence.

  • Research, Discovery, And Conceptualization

  • Visual Identity Alignment

  • Meaningful Elements

  • Typography Choices, Color Psychology

  • Test And Refinement

6. Conceptualization

Explain how your agency will develop a logo that is entirely in line with the brand identity of the client’s logo. For example, discuss how brand research, coupled with concept development and client input, are determining factors for success.

  • Brainstorming And Ideation

  • Visual Exploration

  • Concept Presentation

  • Revision Process

  • Iteration And Refinement

7. Design Revisions

Of course, there will likely be a revision process during the development of the logo. Setting up the process regarding the allowable number of revisions and how they will be implemented is equally important.

  • Feedback Channels, Client Feedback, Feedback Incorporation

  • Revisions (Number, Requests, Timelines, Expectations)

  • Design Direction, Design Adaptions

  • Iterative Refinement, Alignment with Brand Identity

  • Communication Flow, Client Approval

8. Color Palette And Typography

In essence, logo clients seek skilled designers and, therefore, should be presented with the color palette and typography skills of your agency. Integrate the client’s vision with the agency’s color palette and typography techniques, thus demonstrating the benefits of using your design agency for this project.

  • Color Psychology And Palette Selection

  • Typography Selection And Customization

  • Font Consistency And Font Pairing

  • Color And Typography Guidelines

  • Brand Identity Reinforcement

9. Deliverables

Spell out what the client will receive for the project, including the logo variations (i.e., color) your agency can provide. Moreover, define whether you will offer variations on the final product and advertise additional services.

  • Color Codes

  • Logo And Brand Identity Usage

  • Copyright Transfer

  • Digital Mockups And High-Resolution Files

  • Final Logo Files, File Organization, And Delivery Format

10. Timelines

Generally, it is beneficial for the client and your agency to be on the same page with the project’s timeline. Thus, record the project duration dates and the due dates of every phase.

  • Project Duration

  • Milestones

  • Concept Development And Presentation

  • Revision Rounds, Finalization, And Delivery

  • Meeting Scheduling And Availability

11. Budget

It is essential to establish your agency’s policy on payments as well as project costs. For instance, document additional service costs, revision costs, and agency policies on cancellations.

  • Cost Breakdown
  • Taxes And Fees

  • Total Project Cost

  • Payment Schedules And Methods

  • Terms Of Payment

12. Terms And Conditions

Include the formal provisions of the contract for this project, such as timeline, payment terms, and client responsibilities. Furthermore, detail the legal relationships between the client, the agency, and the project while requiring a binding signature from both parties.

  • Acceptance Of Proposal, Scope Of Work & Timeline

  • Payment Terms & Cancellation And Refunds

  • Ownership And Usage Rights & Confidentiality

  • Revisions And Changes & Client Responsibilities

  • Legal Compliance, Limitation of Liability, & Governing Law

13. Client Responsibilities

As shown above, the client has obligations that must be met. Provide a clear guideline for the client to follow, including responsibilities such as clear communication, prompt responses, availability, design direction input, and timely approvals.

  • Content And Materials

  • Consolidated Feedback

  • Consistency And Clarity In Feedback

  • Scope Changes Communication

  • Adherence To Timelines And Terms

14. Approval Process

Define the factors necessary for this project’s completion to be approved by both parties. As an example, there must be signed approval that both parties agree the other has completed this project successfully; thus, discuss everything from the communication to the feedback requirements for this process.

  • Initial Concept Approval

  • Feedback Integration

  • Revision Rounds And Presentation Of Revisions

  • Client Decision Making

  • Flexibility, Mutual Agreement, And Project Progression

15. Cancellation And Refunds

While completing a project is the goal, one or both parties will occasionally cancel. Fully describe the refund policy and address issues such as the communication protocol for cancellation, the effects on unused revisions or completed work, and how a request for a cancellation or a refund must be made.

  • Cancellation By Client Or Designer, Non-Refundable Expenses

  • Client Agreement

  • Mutual Agreement

  • Final Files And Deliverables

  • Legal Implications

16. Portfolio And References

Show the client your agency has experience in the field and with their industry; in other words, impress the client with your agency’s previous accomplishments. Specifically, create a dynamic presentation that impresses the client with your agency’s history and proven expertise.

  • Portfolio Showcase

  • Project Case Studies

  • Testimonials, Client Reference, And Client Success Stories

  • Online Portfolio Links And Sample Visuals

  • Experience, Awards And Recognition, Expertise in Branding