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Logo Design Questionnaire: Top 10 Questions For Clients

logo recognition

As a design professional, you know that no two logo projects are the same. However, it’s crucial to develop a go-to logo design questionnaire to ensure you have all the information you need to build the most effective design possible.

Here are 10 essential questions to get your logo design questionnaire started.

What Makes Your Product Or Service Unique And Valuable To Customers?

As a designer and visual brand storyteller, it’s important to gather as much information as possible about your client. Hearing about the company from executives, managers, and employees will help you ascertain how internal players perceive their business.

Pay close attention to what clients define as unique brand differentiators here. Later on, you’ll be able to use this information to determine how your client can stand out against competitors in the market.

Is There A Story Behind Your Brand?

Nothing is more engaging for marketers and audiences than a compelling brand story that motivates company operations and services.

While not all brands will have an unbelievable origin story, asking this in your logo design questionnaire will help you further flesh out a brand’s story, identity, and differentiating factors.

What Words Or Ideas Do You Want People To Think Of When They Interact With Your Company?

This question will give you so much insight into how your client wants to be seen in the market. It may be challenging for some clients to offer up concepts off the top of their heads, so consider facilitating a quick brainstorm by offering up distinctive descriptors such as the following:

  • Playful
  • Modern
  • Fast
  • Sustainable
  • Ahead of the curve
  • Empathic

There are endless possibilities here! Providing some examples to get the ball rolling may encourage clients to think outside of the box and imagine their ideal brand identity.

What Are Your Company’s Values And Mission Statement?

Asking about a company’s mission and values will allow you to gain insight into what the business stands for and cares about.

While you may ascertain vital information by discussing a client’s products, services, and ideal brand image, knowing a business’s values will help you understand what tenants the company is looking to uphold in all of its interactions. Brand values can inform target brand attributes and many of your design decisions.

Who Is Your Target Audience?

It’s important to know who will interact with your client’s logo and marketing materials before iterating on logo designs.

Impressing a client’s target audience will be essential to driving consumer interest and conversion, especially in digital settings. In that respect, the preferences of the target audience must be prioritized alongside internal staff preferences.

You will likely have to rely on your client to provide demographic information on their desired audience.

Target audience attributes pie chart

Source: Oberlo

Hopefully, your client has thoroughly researched their target audience and can offer this information without much issue. However, make sure you can pinpoint who the client wants to connect with in the following areas:

  • Age
  • Gender
  • Geographic location
  • Income
  • Family size
  • Religion

Keeping the target audience in mind throughout the design process will help you balance the needs of the client and consumer while creating a logo.

What Platforms Are You Using For Marketing And Sales?

Getting a sense of where consumers will regularly interact with your client’s logo will allow you to gear your design toward specific platforms and viewers.

Be sure to get a sense of where your client intends to market and sell their products. Their responses may include any of the following:

  • Social media
  • A website
  • A mobile app
  • A brick-and-mortar store
  • Email marketing
  • Third-party e-commerce platforms

Your clients are likely using more than one platform to generate interest and sales. In that case, be sure to consider all relevant platforms when drafting and discussing design iterations.

How Are You Going To Stand Out Against Your Main Competitors?

Getting a sense of the competitive landscape is incredibly important when creating branding materials.

As a designer, you will be tasked with aligning with key trends in your client’s industry while also differentiating the company from others through your logo work. It’s essential to learn more about competitors to strike this balance correctly.

What Existing Logos Do You Like And Why?

Now that you’ve gathered helpful information on your client, target audiences, and competitors, it’s time to begin thinking about your client’s design preferences.

Because your client likely doesn’t have an extensive design background, you may run into roadblocks by asking them for technical information. Instead, have them present you with logos they enjoy or create a mood board together.

logo design mood board and inspiration images

Source: Creative Market

Ask them what they like about the logos they show you and have them indicate which attributes they’d like to see replicated in their logo design. This exercise will provide you with tangible inspiration for your work.

Do You Have Any Existing Design Elements That Should Be Included In The Logo? Is There Anything You Specifically Do Not Want?

If you’re working with an established brand, your client may already have pretty specific requirements for the logo. Ensure to find out if there are any text features, colors, or symbols that must be included to align with the existing brand.

Secondly, now is an excellent time to ask your client about things that they don’t want to see in the final logo. Narrowing down their likes and dislikes will give you a more holistic idea of your client’s style and may reduce additional design iterations later on.

What Concepts Or Themes Do You Want To Represent In Your Brand Mark? How Do They Connect To Your Company?

At this point, you’ve learned a lot about what your client wants to see in their new logo. However, it may be helpful to ask them directly if there are any additional themes they wanted to be reflected in the logo. Especially with abstract logos and brand marks, the more conceptual information you gather, the better.

To ensure these concepts aren’t distanced from the information and research you’ve already collected in your logo design questionnaire, you should always follow up by asking how these themes connect to the company and its goals.

Build A Logo Design Questionnaire To Inspire The Design Process

Your logo design questionnaire will serve as a reliable tool to streamline your research and requirements gathering process with clients. Logo designers should have prepared questions of their own, but these 10 questions should help serve as a foundation:

  1. What makes your product or service unique and valuable to customers?
  2. Is there a story behind your brand?
  3. What words or ideas do you want people to think of when they interact with your company?
  4. What are your company’s values and mission statement?
  5. Who is your ideal target audience?
  6. What platforms are you using for marketing and sales?
  7. Who are your main competitors? How are you going to stand out?
  8. What existing logos do you like and why?
  9. Do you have any existing design elements that should be included in the logo? Is there anything you specifically do not want?
  10. What concepts or themes do you want to represent in your brand mark? How do they connect to your company?

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