Do
you have to make a logo but your client has not given you any information or a
briefing of what he wants?
Any
the design has to fulfill a strategic function and have specific objectives for the
brand or the client.
We
cannot improvise and design "just beautiful things."
Otherwise,
most likely, customers will ask you for thousands of changes, everything will
get longer and the result is not as expected.
Therefore,
I recommend you always ask the client to answer a series of very important
questions such as the target audience, what services it offers, how it differs
from the competition and much more.
We
are not always going to have clients with this developed part and that is why
we must not skip that step.
Therefore,
it is important that you prepare a document for the company to fill out before
starting the design or even in some cases before preparing a budget.
Essential questions to
create the logo budget
·
What is the purpose of the logo and where will it be used?
·
What are the specific products and/or services offered by the company?
·
What is the history of the company?
·
Is there any timeframe to meet?
·
Who is the target audience?
· Who is the
competition?
·
How many review/proposal options does the customer wants before approving the
logo? One, two, three, more? *
·
What formats are required? Print or digital? It also indicates sizes and formats.
**
.
You should suggest the optimal number but the client has to know that the price
varies depending on the number of initial proposals or revisions.
.
You can adapt to the specific needs of your client or have a quality standard
to add value by always delivering the files for digital and printing and the
editable file as well as in image format. But this will depend on what you want
to offer.
But
I have also created a list with a series of questions divided by areas that can
be asked when you prepare to design a logo. This does not mean that you have to
ask your client all these questions, but I hope this list helps you think about
some useful questions that you haven't considered before.
Questions before
designing a logo
The
the list is divided into 5 categories: company questions, brand, design
preferences, target audience, budget and time.
Business
What
is the name of your company/organization?
What
differentiates your company from others?
What
services or products does your company provide?
Why
should you choose your company against your competitors?
How
long has the company been in the market?
How
big is your company? (This can be answered with the number of employees or
billing)
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/brand
If
you had to describe your company, in a word, what would it be? Why?
If
your customers had to describe your company, in a word, what would it be? Why?
Do
you have a current logo?
(If
the answer above is yes) What elements of your previous logo would you like to
keep?
What
is the reason for the modification or redesign of your logo?
How
old is your current logo?
What
is the positioning or mission of your company?
Does
your company has a motto or slogan that should be included with the logo?
Why
do you expect your company or brand to be known?
What
do your customers recognize first when they see your logo?
Why
does your company use those colors, fonts, shapes, etc.?
Design preferences
What
palettes/color range do you prefer? Why?
Where
will the logo be mainly used?
Is
there anything you want to appear in the logo?
In
your opinion, what defines a well-designed logo?
What
is your preference, in reference to icons, typography, colors, etc.?
What
restrictions, if any, could exist on the logo?
What
words or icons should be included in the logo?
What
logos do you like and why? (Links or archives of the competition or in general)
What
logos do you dislike and why? (Links or archives of the competition or in
general)
In
In your opinion, what is the main purpose of a logo?
What
are the possible applications in which this logo will be used?
Target audience /
Target
Who
is the main target audience? (Who is more likely to use your services /
products?)
Who
currently, uses the product/service more?
Are
you satisfied with the public of people to whom your company provides services?
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 ways of advertising?
How do most customers
find out about your company/service or product?
What
gender is it aimed at?
Where
do most of your clients live?
What
is the average income level of your target audience?
BONUS: Extras
Are
there other design pieces that I can help you with? (Business cards, banners,
posters, brochures, stationery ...)
Do
you need help in defining your target audience or any other topic related to
the previous questions?
Do
you know someone else who is also looking for a cool logo design?