01
Decide what the letters stand for
Start by choosing the story behind the initials: founders, services, values or a pure codename. A worked example: a three-person advisory practice assigns F and P to the founders, C to its client focus and J to its jurisdiction of work, then writes one sentence explaining this. The designer needs that sentence to decide emphasis. If the letters carry no formal meaning, say so plainly and ask for a mark built from shape alone. Either choice is valid, but an undecided brief produces scattered concepts and wastes review rounds for everyone involved.
02
Specify the form and the contexts of use
Next, list where the mark will actually appear: website header, email signature, invoice, social avatar and a small favicon. In the advisory example, the favicon is square and tiny, while the invoice header is wide and printed in one color. Ask for a wordmark, a monogram and a combined lockup so each context has a fit. State whether the four letters should read as one word or four separate marks. These practical constraints shape legibility far more than style preferences and prevent redesign later when a new format appears.
03
Set review criteria before you see drafts
Finally, define how you will judge the designs. In the example, the partners agree on three tests: the mark is legible at sixteen pixels, works in black on white, and does not resemble a known competitor's symbol. They also choose one decision-maker to avoid conflicting feedback. Share two or three reference styles, not imitations, and set a limit on revision rounds. A brief with criteria makes feedback specific, speeds approval and gives the designer a fair way to know when the work is complete and ready for delivery.