25 Questions to Ask When Designing a Logo

Mascot and Creative Champion
Published1 Aug, 2019
25 Questions to Ask When Designing a Logo - Superside

Fail to plan, and plan to fail. Project managers and designers need to collect as much information as possible at the start of a logo project to ensure success and to bring the client’s vision to fruition. A logo represents the identity of a company, so there are important factors to consider when creating or updating it. If not chosen properly, a redesign could be quite costly, just as these big companies have proven.

As a preliminary guide, use the following questions to help guide the logo design process. It would be good to note that it may be better to research some of the questions on your own, to not overwhelming your client by asking all of the questions.

As a graphic designer, when designing anything, especially a logo, having a set of logo design questions on hand is the best way to capture the most important things to be considered when developing good ideas for the type of logo your client would want to choose. If you are able to capture the brand personality, while considering the clients design preferences, brand identity and target audience, you have done an amazing job. To do this, there are clear pieces of information you will require.

Logo Design Brief Questions

The logo design brief questions below take into account three areas which you should research into, or ask your client to answer. The three can be broken up into;

Company Related Logo Questions

  1. How would you describe your services and/or products?
  2. Who are your main competitors?
  3. Why do you want a new logo?
  4. What are the long-term goals of your company?
  5. Where are your company offices located?
  6. Does your company have a tagline? If so, do you want to include it in the logo?
  7. How are you different from your competitors?
  8. What are your key target audience demographics? (example; gender, age group)
  9. What interests or hobbies would your target audience have?
  10. How does most of your target audience get to know about your company?

Project Related Logo Questions

  1. What do you want your new logo to accomplish?
  2. What three attributes would you want to describe in your logo?
  3. What is your preferred deadline or exact date of completion?
  4. What is your budget?
  5. How many options do you want to see at the first preview? 2 or 3?
  6. Where will your logo be used? (example; social media, website design, digital marketing in general)
  7. Would you like any additional design services to be packaged with your new logo? (example; business cards, PowerPoint templates, letterheads, brand guidelines pack, etc)

Design Related Logo Questions

  1. Do you have any specific imagery you wish you would include in the logo?
  2. What feeling or message do you want the logo to convey?
  3. Do you prefer your logo to be an icon, just typography text or a combination?
  4. Do you have any color preferences or existing brand colors?
  5. Do you have any imagery or colors that you want us to avoid?
  6. How would you like the typography to appear? (example; heavy and bold, script, light, hand drawn)
  7. Which main format would you like to have for the logo? (example; horizontal or vertical)
  8. What logos appeal to you and why? (find examples and ask them to pick which they prefer, and/or ask them to share 2-3 links with samples

If you are looking to get a copy of the list above for when you want to create a logo for a client or yourself; save or download the questions in the infographic format below.

Think designing logos might take up too much of your time, before hiring a designer or freelance designers, get in touch and book a call with Superside, our graphic design solutions and brand identity design expertise is ready and waiting.

Shmoon Mascot and Creative Champion
My fellow Supersiders and I enable and elevate ambitious marketers and creative teams—breaking through bottlenecks and scaling creative. There is a better way to get design done. We chase the sun to bring you the "Shmoon"— that's me :)
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