questions to ask when designing a logo

Wondering which questions to ask when designing a logo?

Though every design may be different, the questions you ask customers should remain the same. You must know critical details before you begin any logo, and they’re the same set of details no matter which customer you’re dealing with.

The problem that novice designers face is they don’t know which questions to ask. After all, what information is crucial and which is just convenient to have?

Because the price of a modern logo falls between $200 and $500, your margins are already pretty slim. You can’t waste time dawdling around. You’ve got to get straight to the point.

Don’t worry, we’ve got your back. The sections below pinpoint the critical details you must know to satisfy your client with every logo you present. When you’re ready to trim the fat from your design process and save yourself valuable time, read on.

Questions To Ask When Designing a Logo

We know you’re chomping at the bit to dive right in. But before you begin, make certain you’re prepared for the project ahead. It’ll ensure you speed up the overall process.

Have you read the latest logo design news? What about watched the latest logo design tutorials? If you’ve already done both, great; let’s move on to the questions.

Now keep in mind the following are seed questions. You can always personalize them to better suit what you’ve already learned about your client.

1) How Would You Define Your Brand?

Let’s start with a quick and dirty explanation about branding. When we use that word, what we’re really talking about is a company’s public face. In other words, how do customers and the world at large view that company?

For example, how would customers describe Coca Cola? They might use words like “refreshing” or “delicious.” They might use phrases like “America’s number one choice in soft drinks.”

They probably wouldn’t describe it as “Tooth rot in a bottle,” or “America’s number one enamel remover.” That’s because Coca Cola spends hundreds of millions of dollars each year on publicity and marketing campaigns. They know the value of public perception and branding.

Your logo must reflect what your client want’s her customers to perceive.

Is your customer’s company stylish? Sheik? Are they smart or savvy?

Here are a few follow up questions to ask your client. They’ll help you to better determine the lay of the land:

  • What beliefs and values does your company hold dear?
  • What 1 thing does your company do better than all your competitors?
  • What makes your company special?
  • What 3 words best describe your company as it stands?
  • What 3 words do you want customers to use to describe your company?

Remember to write down your client’s responses to all the questions in this article. Make her sign off on a copy to be certain you’re on the right track. That’ll ensure your client doesn’t change direction on you at the last minute and leave you holding the bag.

2) Do You Have Logo Examples to Emulate?

Clients often have an idea of what they want their logos to look like. Unfortunately, they don’t have your background. They haven’t learned the language they’d need to describe their vision.

Even if they did, they might not describe their vision accurately. To save both of your time, it’s easier to simply have them show you what they envision.

Be sure they give you at least three examples. You’ll need them to zero in their expectations.

Many clients act offended when you ask them to produce at least part of the labor. That’s especially true if you wait to tell them of your expectations. To get around this, send them a list of what you expect them to do before your first conversation.

You can include it in your Upwork profile, on your website, or wherever you plan to connect with prospects. It’ll also weed out prospects that don’t make a good fit and save you a major headache in the future.

3) Who is Your Competition?

Now it’s time to get a lay of the land. Your clients have told you what they envision. Now you must determine how their company fits into the industry at large.

The simplest way is to research the competition.

You already asked your client what sets her company apart. Now you need to visually show what sets her company apart. To do this, you need to know what other logos in the industry look like.

Cross-reference what you find with the information you learned about your client’s brand. Look for ways to set her apart.

Will a personalized feel differentiate your client’s company from the impersonal logos of her competition? Or perhaps it’s the use of contemporary fonts instead of the outdated fonts. Whatever it is, make her company visually stand out.

But what if your client doesn’t know who her competition is? Then, it’s time to learn how to perform competitive analysis. It’s a simple method that’ll help you track down her competition.

4) What Style Would You Like?

Don’t use those exact words or your client will stare blankly at you (or her phone if she can’t see you). You need to give her some choices and some examples. We suggest limiting her choices to the type of artwork in which you excel.

Also, be sure you know where she plans to use this logo. If you’re building a logo that’ll land on the face of a building, it’ll be different than one that’ll be used in ballpoint pens.

Be sure to ask specifically about social media. The top three marketing channels small businesses invest in are websites (54%), social media (51%), and email marketing (36%).

If your client uses social media, make darn sure the logo is optimized for it. It’s the number one overlooked aspect of the logo design in today’s digital age. Social media logos tend to be small and difficult to see, so make sure yours is clear and easy to read.

5) What are Your Brand Colors?

This may be the simplest question to ask your client. It’s also essential. You’ve got to match the logo to the rest of your client’s branding materials.

If you don’t, it sends customers mixed signals. Your goal is to create a confident, consistent public face for your client’s company. When you send mixed signals you’re telling customers your client’s company is chaotic and untrustworthy.

What’s Next?

Now that you know what questions to ask when designing a logo, you can finally put those restless hands to work. Ask your client the above questions and research her competition. When you finish, you can focus on the most important aspect of your job: getting creative.

We almost forgot to mention that there’s another way to cut down your design time. Use logo design software to cut down on repetitive tasks. Free up your time for more important things.

So long and good luck!

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