Behind every great logo design are logo design questions that help both the designer and the client accomplish their goals of making a great logo that stands out, properly represents the brand, and endures the test of time.
Whether you are designing a logo for a new brand or redesigning a logo for an already existing brand, If you neglect to inquire about essential logo design questions, the resulting logo may end up being of low quality.
Logo design is far from a straightforward task that merely involves sketching a coffee cup with rising steam for a coffee brand or crafting an icon as minimalistic as Apple’s logo (even though simplicity is a hallmark of effective logo design).
It encompasses a complex creative process that delves into the heart of a brand, requiring an in-depth understanding of its values, identity, and target audience. Designing a compelling logo goes beyond mere visual aesthetics; it’s a blend of art and strategy, aiming to leave a lasting impression and communicate the essence of the brand.
For these reasons, the designer is expected to hand out a logo design brief or questionnaire to the client. The design brief contains the necessary questions that will be given to the client to fill in all the necessary information about the brand in question.
These questions to ask when designing a logo have been grouped into various sections so that it will be easier for you to grasp the context behind each question.
Logo Design Questions About The Brand Or Company
Background history
Asking this question is for the purpose of having solid background knowledge of how the brand you are creating a logo for began its journey. It gives you a piece of solid information such as the story behind the brand’s establishment, its voyage from when it began to where it is currently, and where it wants to be in the future, etc these are basic questions that help you start on the right foot.
With the information obtained, you can be certain about what you think the logo should like and the meaning to be embedded into it.
Asking the necessary logo questions heavily depends on the background of the brand, for this reason, the logo designer gives the client enough listening ears to receive the ins and out of the company’s background history. Within the client’s words are information that could be used to apply to any part of the logo. So, it’s wise to listen carefully.
Sometimes, the information needed for creating a logo design that stands out might not be found on the brand’s “About Us” page, it is up to you as a designer to go further by asking these logo design questions about the history of the company from the horse’s mouth.
During your logo design brainstorming process, you will be surprised to find ideas and interesting gimmicks to embed into the logo design based on the answers you have been given by your client. You should take note of these tiny but powerful details because they help in creating clever logos
How long have they been in the market stream?
The duration of how long a business has been in the market is fundamental and can be detrimental to the logo design if not asked. Every market system is subject to change from time to time. So, knowing how much change has occurred with the brand is necessary.
Sometimes the reason why logo design fails is not always the case of poor design, it is the inability to keep up with the market trend.
Knowing how long a business has been established can help you catch up with the kickoff point of how the brand began, how it has evolved to the present time, and how it properly fits in with the freshest trend.
Also having an idea of your client’s competitor’s strategy is a big clue needed to deliver a functional logo that is ahead of theirs. From your market research insights, you can use the necessary information acquired to key in with the latest market trend. E.g. what color palette is best for the brand, what concept the logo should have in accordance with current trends, and its usability across all platforms.
How many employees do they have
Incorporating employees into the logo design process can be a valuable step toward creating a logo that is not only visually appealing but also deeply rooted in the company’s culture, values, and identity. By tapping into their insights, asking them questions about the brand they work for, and involving them in various stages of the design process.
Graphic designers can create logos that resonate with both the internal team and the external audience, ultimately contributing to a more powerful and cohesive brand identity.
PC:freepik.com
There could be 10-20 employees onboard or even more, but whatever the case may be, it is worth researching for deeper brand insight.
By doing so, you will be able to get the scale of the total number of employees the brand has and try to see how they affect the overall image of the brand.
For example, employees who interact with each other, help each other, and understand each other in the presence of their customers tend to foster a positive image of the overall brand and thereby increase productivity and sales. The way the employees act, their communication skills, and how they uphold the brand culture and values. All of these affect the brand holistically.
With the insights gotten, you can be able to draw the logo inspiration needed to help you create a logo that depicts those characters shown by the employees.
What is their USP(unique selling proposition)
A USP (unique selling point) is one of the questions to ask when designing a logo. This component of the logo design process is the unique characteristics a brand or company has that differentiate it from other brands. It is the value the brand in question is willing to offer to its customers that other brands aren’t. E.g. a service or product that is invaluable or priceless to the customers.
Figuring out the brand’s USP(unique selling proposition) is one big step closer to creating a logo that will stand out and fit in with the other tangible and intangible parts of the brand. As a skillful logo designer, you could use this as a clever strategy to incorporate the brand’s unique selling point into the logo.
Thousands of new brands are born every day and chances are they offer what bigger brands in their niche have already offered to customers or they are offering what has not much value to their customers.
This is your chance to include the question in your logo design brief question. Knowing your client’s USP will give you in-depth insights into the brand’s agenda which can be intelligently implanted into the logo.
What are they offering to the public?
Customers are always in for surprises, they always want to get something new from the usual. It could be a sale discount on an already existing product or the introduction of an entirely new product from their favorite brand.
Knowing this as a logo designer will help you craft the perfect questions to ask for a logo design. Whatever the case may be, you should try to get the client to spit out what their company or brand values are to their customer.
Whatever your client is offering their customers could literally not be embedded into the logo itself but can help spark up ideas when setting up your logo mood board.
How would they describe their brand to a new customer?
The way the client describes their brand to prospects has a significant impact because the first impression matters, and how they picture the brand in their mind, the tone and the mannerisms tell a lot. Customers tend to translate word of mouth into an imagery form in their heads.
A client telling you about their coffee tea brand could give you some idea that depicts that of class or being of high luxury. From his or her description, you will get the idea that the brand has a taste of high class and elegance.
You should pay absolute attention at this point because a lot of ideas that will be applied to the logo would come from your discussion with the client.
For instance, design elements like font, color, and imagery will depend on the answers given by the client. Sometimes this could be hectic to figure out and this is where for some persons, they feel that graphic design is hard.
That’s why it is advised you make use of a mood board when creating logo design projects so that you don’t get too overwhelmed with the whole logo design process.
Who are their competitors
Understanding your client’s competitors is essential for refining your design to align with their strategic goals. This involves the incorporation of pertinent elements while eliminating any unnecessary components.
Familiarizing yourself with your client’s competitors enables you to identify the elements and attributes they admire, understand their desire for alignment or differentiation, and recognize the factors that set them apart.
Are their competitors using a steaming coffee cup to depict the hot nature of their coffee business or are they using coffee beans and leaves for a more natural coffee tea production? You should definitely take note of them.
Logo Design Questions
What type of logo do they want?
Logo designs have various types of designs that work well for some brands and sometimes don’t fit in for some brands. So, when making a list of logo design questions to ask your clients, you should point this out.
Some brands would want to go for a very simple-looking letter-mark type of logo while some brands would want to go for a pictorial logo style and the list goes on.
Your client’s logo design style choice speaks a lot about their company or brand persona, It gives the customer an idea of what the brand is about and its story.
Try to go down the rabbit hole and figure out what you can find and this is done thoroughly by using the logo design questions you have set up before meeting with your client either through a face-to-face meeting or through an online meeting.
Let’s take the McDonald’s arched “M” letter mark logotype, for example, it gives a sense of simplicity and excitement with its sweet yellow brand color and straightforwardness. Just a simple letter “M”.
Undoubtedly, the McDonald’s logo has successfully achieved the essential attributes of what an effective logo should look like when customers make contact with it. Customers will always recognize such types of logos wherever they bump into them, even though subtle changes are made to them.
Color palette choice
Primarily, every logo design comes with a color or a combination of colors, this is a clever way to distinguish a brand from competitors.
Their customers are able to pick them out from the shelf when they are being bombarded with so many other products and we should not forget how these customer choices are influenced by the power of color theory and how it affects our emotions as humans.
So, when working on a client’s project, color choice is one of the crucial questions to ask when designing a logo because color breathes life into graphic design naturally. Amongst all, this is one graphic design mistake every designer should try to avoid.
Most designers miss out on this question thereby costing them a series of rejections from the client, additional revision, and slower delivery.
Ask your client if they have a color choice in mind, if they don’t, you can help guide them with picking the best color palette that works well with the industry or niche that they are into.
Color choice shouldn’t be made arbitrarily, you should take your time to decide which color is the best fit for your brand because believe it or not your logo color will stick with your logo for eternity unless a necessary color rebrand is needed in the future.
Your logo color choice dramatically influences how it’s perceived at first glance. Various colors could arouse different kinds of emotions at a given time or context and colors are different in various parts of the world.
There are colors for different niches that match pretty well for them e.g. a banking logo(blue for security/trust), a good health and organic related brand (green), a spicy food brand (red for its hot ingredients), etc.
However, it’s OK to go out of context when choosing a logo color but when going abstract with colors, make sure you do them right.
After all, the idea behind creating a stunning logo is to stand out from the crowd. There’s the liberty to go crazy with the color choice the right way, see what color your competitors are using, and try doing something clever.
Remember there is always room for endless exploration when being creative.
What type of font to use
Fonts are as important as the logo itself. Even when the client chooses the logo design type to be a simple letter mark, infrequently the full brand name might be needed. So, it is advised you always refer back to your logo design questions in your brief and use it as a guide in asking them the kind of font to be used regardless of their choice.
It is commonly overlooked in logo design about the level of impact a font can have on the overall look of a logo. Fonts have a language they speak to the customer. A classy logo won’t resonate with a quirky font but will rather rhyme with a san serif font, serif font, or script font.
In the same way, a logo design targeted at little kids won’t work well with a sophisticated font like slab serif, serif font, or script font.
So, when working or making font choices for a logo design, you should call the attention of the client using your logo design brief and make sure it is rightfully done to avoid sending out the wrong impression.
Do they want an abstract or actual logo design?
abstract Pepsi logo
Sometimes logo designs do not end up in the direction we expected, We can be hoping to get a pictorial type of logo design that has a direct relationship with what the company or brand is into but surprisingly it goes abstract.
This highlights the significance of posing pertinent questions when embarking on logo creation. These inquiries help ascertain whether the client expects an abstract logo or a pictorial representation that directly conveys the essence of the brand.
Clients might tell you to surprise them with something unique yet functions appropriately. Like they would normally say, “Just give me something outside the box”. When they say this, do not get too excited by seeing it as an opportunity to showcase the logo skill you have practiced, make sure the logo design goes according to the information in the brief.
This might be an opportunity to flex those creative muscles and help them create something abstract that has no direct relationship to what they sell or produce. So, it’s very advisable you go all out by throwing these logo design questions at them.
Abstract logo design is a great way to conceptualize your brand into a visual identity that gets your customer intrigued. Examples are the Nike Swoosh logo, Apple, McDonald’s, and Pepsi. Abstract logo design is a sure way to bemuse customers. However, they are a great way to stand out if done right.
Where will their logo be used mainly
Knowing where the logo design will be used is also one of the important questions to ask before designing a logo. Most times designers fail to ask this logo design question “Where is your logo’s target audience area”. Knowing where it will be used will help guide the design process and place the main focus on the things that matter most.
For instance, if the logo will be mainly used on printing materials like shirts, billboards, signage, or other physical brand products, you as the designer will use your knowledge to figure out the appropriateness in terms of styles: color, shapes, fonts.
Also, unneeded logo design elements that are futile will be excluded and more attention will be paid to the functional elements in the logo design.
However, the on-screen usage isn’t omitted. You should also be sure to make it appropriate on digital screens Viz. Mobile phones, laptops, TV, and Smartwatches.
What should their logo feel and look like
While this might sound absurd or confusing to some clients, you just have to let them know it’s simply a logo design question that will help niche down how they would want their logo to be perceived or felt(literally not by the feeling of touch) but by the emotions that go with it when customers see their logo for the first time.
You can use this trick – Create an album with a list of famous logos that they would like and tell them to choose the logos they admire and want theirs to look like.
This way you will get a clue about their sense of taste and style and then you can handle things from there.
A client that chooses a classy logo like the Rolex or Chanel logo has already given you an idea of what they have in mind. However, you should not confuse yourself by thinking they need a replica or something very similar, but rather it should look like that but still be uniquely different from it.
Choice of logo design formats
Some clients and even amateur graphic designers have no idea about the various logo design file formats that are included in their logo design packages. But as a professional logo designer, it’s pivotal to show your professionalism when no one’s watching and that’s by asking them the formats they would like their logo design to be.
If they still don’t have an idea of what you are talking about, please spare a little time to explain to them the various formats and their usage. It’s times like this they tend to build that trust and comfort in you as their designer.
There was one time I had an encounter with my client, she needed a logo design for her salon brand and I did deliver a nice logo. She liked it and I sent her various formats Viz. pdf, PNG, jpg (various sizes), and even black and white (various sizes). the client was overwhelmed and didn’t understand why many files were sent, so I decided to explain to her what different occasions would require each of those formats I sent. She was glad she learned something new from the quick lecture and thanked me.
Project Delivery Question
What do you want your logo to achieve
Knowing what achievement the client wants with his logo is crucial, in as much as they want a logo that stands as the brand’s identity, they also want it to fulfill some list of achievements.
There might be a series of target goals listed out by the brand that they want to accomplish with the brand in general but the logo as a supporting tool will help propel the client’s business faster and closer to that goal.
Do they want to achieve the goal of becoming the top seller of a product in their market, do they want to drive more traffic than their competitors as well as increase sales or do they want to be the best sellers of classic wear, it’s all up to the client to decide and it’s your job to depict that in the logo design,
What attribute do you want in your logo
Brands want customers to perceive them in a unique way as well as have a distinctive attribute when compared to their competitors and this can be achieved when you make them spill all they have in mind concerning their brands. The client’s brand attribute touches all aspects of their brand’s tangible and intangible elements.
Be sure to ask your client these logo design questions to help them conquer solid ground in their niche and also propel them toward the right direction their business deserves.
There are 5 main types of brand attributes that every client should aim at achieving namely;
- Relevance
- Consistency
- Proper positioning
- Sustainability
- Credibility
- Inspiration
All of these attributes are what every brand should emit to their prospect for better customer satisfaction and more sales.
How much is your budget
Most times this logo design question scares the client to death because they always want to avoid high logo design costs and don’t want to spend much for a logo design they feel is easy and less of a big deal to create.
Knowing the client’s budget is crucial in understanding how much design resources will be put in, how much resources will be needed by the team, and how much of various design elements will be used in the project.
Clients should please be open-minded with the budget at hand so that the designer would know how to go about the management of the design elements like not using too many colors thereby making expenses extortionate.
Working within a budget range would guarantee a smooth quick job delivery that wouldn’t be more than what the client bargained for.
Billing pattern
This is simply the payment agreement between the designer and client that sometimes is sent out before the logo questionnaire. This is done in respect of how payments will be made as the work progresses. Should it be hourly billing or one-time billing after the logo design is delivered?
Amongst all the logo design questions this is commonly overlooked So it is advised you get this cleared urgently to avoid being caught in the middle.
Logo design revision cost
The logo design revision cost is more like creating awareness beforehand, letting your client know how much it will cost him/her per logo revision after all logo design demand has been duly met as agreed.
Because, sometimes the clients tend to call your attention for a “little favor” as they always say, and that’s the annoying demand for little corrections to a mistake made by them. To avoid this inconvenience, it’s crucial to inform them of the cost per revision.
Additional design packages
Inquire from your client if they will need extra design bonuses like creating logo mockups- mockups are a great way to simulate how a logo design will appear on materials in a real-world scenario, they are also a clever way to convince clients by allowing them to see how the actual logo design would look like.
Mockups come in paid and free versions, there are a handful of sites that offer free mock-up downloads; however, the paid(premium) version requires a few bucks to be paid to get.
Mode of payment
Payment is the most important reason why we started the client project in the first place, everybody wants to be paid after a long day’s work, and I know you are too. The mode in which you will be paid should be settled even before the design kicks off. You might decide to have a full or half payment policy of 50% before you even lift your drawing pencil and start sketching. When the project is delivered, you get the balance.
Payment can be made through bank wire transfer, face-to-face cash payment, or any payment mode of your choice that is conversant with your client.
Delivery
Last but certainly not least, the delivery time is very important. One of the essential questions to ask when designing a logo is the project delivery. Knowing if the time duration given to you is sufficient and realistic enough for you to work with is fundamental. Be sure to work with a time frame that is realistic and agreeable to you and your client, usually, 2 weeks is an ideal duration for a logo design to be delivered.
1 week for a pre-design, and the other week for a design round-up, but this will be based on you and your client. How fast do they reply to your messages and how many revisions will be made? There should not be an adrenaline rush to avoid errors, remember it is quality over quantity.
Frequently Asked Question
What qualities should a logo have?
A logo should possess qualities that ensure its effectiveness in representing a brand. It needs to be memorable, leaving a lasting impression on viewers. Scalability is crucial, allowing it to appear clear and recognizable across various sizes and platforms.
Versatility enables it to adapt to different contexts while retaining its identity. Simplicity enhances its clarity and makes it easier for people to grasp. Ultimately, a successful logo should evoke a sense of connection and convey the brand’s identity and values.
What is the secret of a good logo?
The secret to a compelling logo lies in its ability to simplify complexity. By distilling a brand’s values and essence into a visually captivating symbol, it becomes a powerful tool for instant recognition and connection. A good logo is a blend of simplicity, relevance, and originality, capturing the brand’s story in a way that resonates with its audience.
What are the 4 types of logo design?
Wordmark: These logos use stylized text to represent the brand, making the name itself a memorable visual.
Symbol/Icon: These logos rely on a distinct visual element to convey the brand’s identity, often abstract or literal.
Lettermark: Using initials or acronym-based designs, these logos condense the brand into a unique typographic mark.
Combination Mark: This type merges text and symbol, offering the benefits of both for a comprehensive brand representation.
What are the 3 questions a graphic designer should ask?
What defines your brand? Understanding the core values and message helps shape a logo that accurately represents your brand’s identity.
Who is your target audience? Knowing your audience ensures the logo appeals to the right people and effectively communicates your brand’s purpose.
Do you have any design preferences? Exploring design styles and elements you prefer provides valuable direction for creating a logo that resonates with your aesthetic vision.
What is a logo design questionnaire?
A logo design questionnaire is a structured set of questions that designers use to understand a client’s brand identity. It included logo design questions to ask clients covering crucial aspects such as the brand’s mission, target audience, values, and preferences.
This comprehensive information enables designers to create a logo that aligns perfectly with the brand’s vision and resonates effectively with its intended audience.
What makes a logo attractive?
A logo becomes attractive when it encapsulates the essence of a brand in a simple yet compelling design. It should be versatile, and able to fit various contexts while maintaining clarity. Additionally, a balanced combination of colors, typography, and symbolism enhances its visual appeal and memorability, making it stand out in the minds of the audience.