There 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?
Branding
- 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?
Design 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)
Target 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 timing
- How much money do you plan to dedicate to this logo design?
- How many revisions do you plan on making?
- 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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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.
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Twitter: @prestondlee
Stephen,
Thanks so much for the correction on the typos and for your support. Readers are just great. Hope to see you back frequently.
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Great post! these are all important factors in logo designing. I think you covered everything in this. Thanks
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Thank you for compiling such an excellent list. Any graphic design student would do well to read it.
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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
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Everything dynamic and very positively! :)
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Really sir 55+ Questions To Ask When Designing A Logo it is a good i liked your tips.
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Super post, Need to mark it on Digg
Jinny
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Hi, graphicdesignblender.com to GoogleReader!
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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!
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You have inspired me for action!
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