55+ Questions to ask when designing a logo

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55-questions-to-ask-when-designing-a-logoThere are lots of questions to be asked when preparing to design a logo.  I do NOT suggest you ask a client all of these questions, but hope that this list will help you think of a few useful questions you’ve never considered before. I have broken them up into 5 categories: company/organization questions, branding questions, design preferences, target audience, budgets & proofing.

Company/organization details

  • What is your company/organization/product name?
  • 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?


  • 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?

designpreferencesDesign preferences

  • 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, spokepeople (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)

targetTarget audience

  • 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-timeBudget and timing

  • 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 with which I can help you?
  • 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 fresh logo design?

What other questions have you found useful when preparing to design a logo? Please share.

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About Preston D Lee

Preston is a web designer, entrepreneur, and the founder of this blog. @prestondlee


  1. I was just in the process of looking for logo design inspiration when @vectortuts pointed out your article! Great reading – I’ll be on the look out for more of you posts. By the way, small typos on points 6 and 7 of Company/organization details.

  2. Stephen,
    Thanks so much for the correction on the typos and for your support. Readers are just great. Hope to see you back frequently.

  3. Great post! these are all important factors in logo designing. I think you covered everything in this. Thanks

  4. Thank you for compiling such an excellent list. Any graphic design student would do well to read it.

  5. Juniefer Mesias says:

    I love the questions, the client love it and thinks you are so interested to do it.

    thanks for the extra questions.
    It attracts a market share.! heheheh

  6. Everything dynamic and very positively! :)

  7. Really sir 55+ Questions To Ask When Designing A Logo it is a good i liked your tips.

  8. Super post, Need to mark it on Digg

  9. Hi, graphicdesignblender.com to GoogleReader!

  10. Rev. Henry Larweh-Martey says:

    Thank you for your post. I am a graphic designer and a clergy man. i have not been designing for so many years but now i have started designing and about to start a designing school for the talented in my community. I was on the net searching for ideas and materials to spark me up again and i found you. I am blessed with you material. Again, Thanks. Can you recommend to me some soft wares for images!

  11. Rev. Henry Larweh-Martey says:

    You have inspired me for action!

  12. Awesome questions, i hope i wont scare the client away.

  13. Thanks so much, this is almost a cheat sheet for design students, it’s so comprehensive! Excellent for business use also.

    Cheers ~Laura.

  14. This is huge and may not work always with all clients :) but a great compilation must say.

    Thanks for sharing!

  15. Well if this list doesn’t at least get you in the ball park with the client I don’t know what will. Great list, good points. I love targeting the audience. It plays so much into colors and styles and flow. It would be interesting to see examples of the same logo but geared towards different audiences. :)

  16. I agree asking lots of question helps. But if you really have no idea, logo contest could also be a good option.

  17. This is very helpful, you should make a printable minibook of this.

  18. i always got this problem.. -_-

  19. Great article! We have been doing similar question steps with our client. Almost all of them appreciate it that we ask very detailed questions! Its a great way to get to know your client and propose killer solutions for them!

  20. Great reference when going about the business of designing an effective logo for someone. Thanks!

  21. Super helpful post – We’re a small non-profit who wants to be ready when we meet with our potential designer this week. These questions were helpful in preparing us for not only what he may be asking, but in helping US figure out what we want. Any suggestions for us? We’re small (that’s code for limited budget) with a limited,specific audience …

  22. This is really solid. Thank you.

  23. This is a really great reference list. Thanks for sharing.


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