Knowing which questions to ask when designing a logo can be difficult.
You don’t want to look stupid by asking the wrong kinds of questions. You don’t want to overwhelm your client by asking too many questions.
But if you don’t ask enough of the right questions, you could waste hours designing a logo that doesn’t match what your client is looking for.
I’ve been there. It’s not fun. Trust me.
Below, to help you start thinking through questions to ask when designing a logo, I’ve brainstormed 55+ ideas you can use as a starting point.
Please keep these three things in mind as you’re deciding which questions to ask:
- First of all, steal these ideas. I want you to. I believe knowing which questions to ask when designing a logo is key to the success of the logo design process.
- I do not suggest you ask any client all of these questions. It’s way too much. Keep it as simple as possible without leaving out important information.
- Use these questions as building blocks. If they lead you to better questions to ask when designing a logo, then alter them.
I have broken them up into 5 categories: company/organization questions, branding questions, design preferences, target audience, budgets & proofing.
When deciding which questions to ask when designing a logo, consider all the details you’ll need to know about the company or organization your designing for. For starters, try these:
- What sets your company apart from others?
- What services or products does your company provide?
- Why should I choose your company over your competitors?
- How long has your company been in business?
- How big is your company? (this may be answered in number of employees or revenue)
- What are the strengths and weaknesses of your company?
- Where do you see your company in 5 years? 10 years? 50 years?
- Who is your main competitor?
- Why was your company founded?
- What motivated you to start this business/organization?
The questions to ask when designing a logo aren’t just about the logo itself. They’re also about the overall brand of the company and the image it portrays to the public. Be sure to address that. Here are a few ideas:
- If you had to describe your company/organization in one word, what would it be? why?
- If your customers had to describe your company/organization in one word, what would it be? why?
- Do you have a current logo?
- (If yes to above) What elements from your previous logo would you like to retain?
- What is the reason for modifying or redesigning your logo? (read more on this question)
- How old is your current logo?
- What is the positioning or mission statement of your company?
- Does your company have a tagline or sloagan that should be included with the logo?
- What do you hope your company can be known for?
- What do your customers recognize first when they see your logo?
- Why does your company use the colors, fonts, etc. that is does?
If you’ve ever had to deal with a client who can’t quite put their finger on what they do or don’t like, these questions are the best kind to ask. Help them clarify their own taste with these:
- What color palettes might you prefer? why?
- Where will the logo be primarily used?
- Are there any elements you would prefer to see in the logo?
- In your opinion, what defines a well-designed logo?
- What is your preference in reference to icons, typography, spokespeople (characters), etc.?
- What restrictions, if any, might there be on the logo?
- What words or icons must be included in the logo?
- What logos do you like and why?
- What logos do you dislike and why?
- In your opinion, what is the primary purpose for a logo?
- What are the likely occasions in which this logo will be used? (read more on this question)
When asking questions about the logo, don’t forget to address the target audience. A smart client will focus more on what appeals to the audience than to themselves. Here are a few to show you what I mean:
- Who is the primary target audience? (who is most likely to use your services/product?)
- Who currently uses your product the most?
- Are you please with the range of people your company serves?
- Are you looking to expand, modify, or completely change your target audience? or will it remain the same?
- How do you plan to focus on your target audience?
- What are your main forms of advertising?
- How do most customers find out about your company?
- Which gender are you targeting?
- Where do most of your customers live?
- What is the average income level of your target audience?
Budget and timing
Last but not least, when asking questions about logo design (or any design) it’s important to nail down details about budget, timing, and scope. Here are some ideas to help you do that:
- How much money do you plan to dedicate to this logo design?
- How many revisions do you plan on making? (You should try to limit this!)
- How many initial concepts would you prefer to see?
- What sort of deadline are you working with on this logo?
- Do you foresee any needed modifications in the near future?
- What is the primary reason you chose [your company] to do your logo work?
- Which is most important for you: quality, speed, or cost? (read more on this question)
- Are there any special events or promotions on which the completion of this design depends?
- Will you be needing any other services in addition to this logo design? (read more on this question)
BONUS: Extras (questions that bring in a little more money)
- Are there any other design pieces I can help you with?
- Would you like help/consultation in defining your target audience or anything else I have asked you about?
- Do you know anyone else who is also looking for a new logo design?
In your experience, what are other helpful questions to ask when designing a logo? Share with us in the comments here.