Branding design is one of the most challenging but rewarding assignments for a freelance designer. And the logo or wordmark is a central piece of this design. That’s why it is important to know what to ask before designing a logo. This is important both for the designer and the business, as it also helps the business determine what they are looking for in branding.
If eliminating brand confusion is one of your business’s goals, designing a solid logo is an important piece (see more essential business goals here). Ensuring the logo design communicates what the business is about without trapping it in a specific market; is eye-catching but not trendy or part of a fad; and is versatile but not too complicated are all part of the process. All of this while making sure the business owner and employees are excited to show it off to friends and customers.
In order to make sure this happens there are a few questions I ask my clients. Even after getting answers to all these questions, we still have to go through a number of revisions. But these questions help ensure we are both headed the same direction with the logo design.
Questions I ask my clients before designing their logo
- What is your mission statement? As a business, you need to know what your mission is before creating branding. The answer to this question should be your mission statement, but if that isn’t created yet this will be the time to do it.
- Describe your business in one sentence. This should be your business’s motto. If you don’t have one, your description of your business and what it offers will help get you on the path to creating one.
- How does your business differ from your competitors? You’ve probably been asked this a lot and likely have a rehearsed response. If you don’t know, then customers won’t know why they should use your products or services instead of another business’s.
- Who are your competitors? You’ve probably done your research and know your competitors. Answering this question helps me know what designs and styles are already being used, and how to make your branding stand apart.
- What are some examples of branding you like and dislike? And why? This is where your preferences come into play. You probably have branding styles you’ve seen that you love—and that you hate.
- Who is your target audience? Your audience has likes and dislikes too. This will help me research what those likes and dislikes are.
- Do you have a specific idea in mind for your branding and logo? You can offer your ideas and suggestions. These are often great starting points for creating something worthwhile.
- What do you want your logo to achieve? Some people want their logo to catch everyone’s attention. Other people want it to communicate a certain feeling or idea. And others just want it to make it very clear to their customers what is being offered.
- Do you have specific branding colors you would like to use or not use? Your business’s colors can say a lot. And everyone has colors they like more than others.
- Do you have specific fonts you would like to use or not use? You may want a modern-looking font, or a cursive font, or a retro font.
- What words should describe your logo?
- How does your brand’s image fall between these opposing characteristics?
- Masculine/Feminine
- Simple/Intricate
- Grey/Colorful
- Conservative/Extravagant
- Approachable/Authoritative
- Necessity/Luxury
- Fun/Serious
- Professional/Casual
- Modern/Classic
- Sporty/Elegant
- What is your business tagline, and would you like it included?
- Do you have examples of logos you like?
This questionnaire may seem long and detailed, but that is important to creating a solid brand for your business. A designer needs to get to know exactly what you are looking for as a small business owner so they can create something that you—and your clients and employees—are excited about.
