Dear Founder, This is why you keep getting logos you hate:
You don’t know how to brief a designer.
And let me show you what i do.
And no, it’s not really the designer’s fault.
Most founders approach design with vague ideas like:
“Make it clean”
“Make it modern”
“I want something like Apple”
But that’s not a brief. That’s just vibes.
Design doesn’t work on vibes.
It works on clarity.
A designer’s job is to translate thinking into visuals.
If the thinking is unclear, the outcome will be too.
So what happens?
You get a logo back.
It looks “nice”, but it doesn’t feel right.
And now you’re stuck saying:
“I don’t like it, but I can’t explain why.”
That right there is the real problem.
A proper brief doesn’t have to be long or complicated,
but it has to be clear.
It should answer things like:
Who is it for?
What should people feel when they see it?
Where will this logo actually live?
What brands do you like, and more importantly, why?
That “why” is everything.
This is why I don’t jump straight into design.
I start by pulling clarity out of you.
Because once the thinking is right,
design stops feeling like guesswork.
Decisions become obvious.
Feedback becomes sharper.
And the final result actually feels like you.
If you’ve ever struggled to explain why a logo doesn’t feel right,
it’s not because you “don’t understand design,” It’s because the direction was never clear to begin with.
And until that part is fixed,
no amount of revisions will solve it.
I’m Chris, And i design systems that last.
Shoot me a DM, Let’s talk about your startup and project.