55 questions to ask when designing a logo

Bad logo example

It is difficult to understand what questions you need to ask the customer when designing a logo. I do not want to look stupid, asking the wrong questions. I do not want to overload their client. But if you do not ask all the necessary questions, you can waste your time on developing in the wrong direction.

Therefore, as a base, I specifically developed for you a survey of 55 questions. Keep in mind the following:
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- please use these ideas. I believe that knowing the right questions is a key step in creating a logo.

- I do not insist that you should ask absolutely all these questions to any client. Do not complicate, but do not forget about the main things.

- Use these questions as basic. Perhaps over time you will find more correct questions.

I divided them into 5 categories - organizational, brand, design preferences, target audience, budget + deadlines and testing.

Organizational

Think about what you need to know about the company or organization for which you are developing a logo. For example:

- what makes your company different from the rest?
- what products or services do you provide?
- Why should I choose you, not your competitors?
- how long does the company work?
- company size (number of employees / income)
- strengths and weaknesses of the company?
- How do you see your company in 5, 10, 50 years?
- who is your main competitor?
- why was your company founded?
- what prompted you to start this business?

Branding

When designing a logo, it is necessary to ask questions not only about the logo itself, but also about the brand of the company as a whole, and about what image it has. For example:

- describe your company in one word
- how could your customers describe your company in one word?
- how does the company position itself?
- Do you have a motto or slogan to be included in the logo?
- What would you like your company to become famous for?
- What do your customers think when they see your logo for the first time?
- why are you using exactly the colors and fonts that you use?
- Do you have a logo now? If yes:
- what needs to be kept from the past logo?
- why did you need to change the logo design?
- how long have you had an old logo?

Design preferences

If you have ever had a client who cannot clearly explain what he likes and doesn't like, ask him the following questions in order to determine his taste:

- what palettes do you like and why?
- where will the logo be used primarily?
- Do you need any specific elements in the logo?
- what do you think defines a well-made logo?
- what icons, typography, etc. you prefer?
- what restrictions are imposed on the logo?
- what words or images need to be included in the logo?
- what logos do you like?
- what logos you do not like, and why?
- what do you think is the main purpose of the logo?
- in what cases is this logo most likely to be used?

The target audience

Do not forget to clarify the target audience. A smart client will prefer what clients like, not him.

- What is your target audience, who will most likely use your service or product?
- who uses your product more often now?
- Are you satisfied with the reach of your audience?
- Do you want to expand, change or completely change the audience?
- How do you plan to focus on your audience?
- how do you most often advertise?
- How do most customers find your company?
- what floor are you targeting?
- Where do most of your clients live?
- What is the average income of your audience?

Budget and timeline

Of course, it is imperative to find out issues related to the budget deadlines.

- How much money do you plan to spend on logo design?
- Is there a deadline? [approx. trans. - in my opinion, these two questions should be asked right away]
- how many options do you plan to consider?
- How many initial options would you like to see?
- Do I need to make any changes in the future?
- why did you choose my design company for logo design?
- more importantly - quality, speed or cost? [approx. trans. - you can select 2 points ...]
- Are there any events or campaigns that depend on the development of this logo?
- will you need any other services besides logo design?

Additional questions (additional income)

- do you need anything else to design?
- Do you need help in determining your target audience, or any other advice?
- Do you know any other companies that need a new logo?

What questions did you come up with according to your work experience?