Logo design proposal template

What's in the template.

Every section below exists to answer a question your client is silently asking. Use the example copy as a starting point and replace the specifics.

1. 1

   Discovery and brief

   Show you understood the business before you show a single sketch. Name the audience and the feeling the mark has to carry.

   “Northwind Coffee sells to commuters who want speed without the chain-store feel. The mark has to read at 16px on an app icon and on a 2-metre shopfront, and it can't look like the three green-circle logos already on the high street.”

2. 2

   Concepts and rounds

   Fix the number of initial concepts and the refinement rounds. This is the single line that prevents scope creep.

   “Three distinct initial concepts, presented together on a call. You choose one direction; we refine it over two revision rounds. Further rounds are billed at the day rate below.”

3. 3

   What you receive

   List file formats and versions explicitly. Clients rarely know to ask for SVG or a one-colour version until they need one.

   “Primary logo, horizontal and stacked lockups, icon mark; full-colour, one-colour and reversed versions; SVG, PDF, PNG (transparent) and a one-page usage guide.”

4. 4

   Timeline

   Give dates tied to client feedback, so a slow reply moves the deadline rather than your weekend.

   “Concepts 10 working days after the brief is signed off; each revision round 3 working days after feedback; final files within 2 working days of approval.”

5. 5

   Investment and ownership

   Price the package, then say when ownership transfers. Transfer on final payment protects you.

   “Logo design package: $1,800, 50% to start and 50% on final files. Copyright in the final logo transfers to you on receipt of the final payment; unused concepts remain ours.”

6. 6

   Approve and start

   One action to begin: sign, pay the deposit, book the brief call.

   “Sign below and pay the deposit, and we'll send a link to book the discovery call this week.”