In total I ask you 40 questions that you should consider , but that does not mean that you have to bombard the client with all of them. Choose only those that you consider relevant for each specific case.
As the client answers questions, you will realize that each time you have a clearer idea of what they want, what they need and how you are going to approach it.
I have organized the questions into 5 categories. Let's get into trouble.
The characteristics and particularities of the company
This category will help you to get a general idea of what the company is like, in which market it operates, what its competitors are like and what are its competitive advantages.
- What is the name of your company / product?
- In which sector do you carry out your activity? Agriculture, industry, software, marketing, etc.
- What services do you provide?
- What products do you sell?
- How old is the company? If it is a new creation you will have to design the logo from scratch, if it is already of considerable age you will surely have to adapt to certain colors or some identifying element that is already consolidated.
- Number of employees that the company has? It will help you to know the approximate size.
- Why was the company founded? What were your goals?
- What is your main competitor?
- Where are you better than the competition? Where are you weakest?
- Why do you think a client should choose your company over your rivals?
- Is there a competitor you admire? Why?
- How do you imagine your company will be in 5 years?
- Does the company name have any special meaning? How did it come about?
Target audience of the company (target)
It is not the same to design a logo(3D logo designs in USA) aimed at a 70-year-old audience with a high socio-economic level than if they are trying to reach university students who are stricken. Nothing to see. With these questions you will know to which segment of the population you have to direct your design.
- Who is the main audience that the company's services or products are currently targeting? It is useless if they tell you that their target is people of all ages, of high economic level although without neglecting the medium and low levels and of both sexes… ask them to be specific.
- Is the company reaching its audience well? Are your products more successful in a different audience than the one you are trying to reach? Are you happy with the target you reach or do you want to change that audience?
- What is the target audience you would like to reach? Men or women? Aproximated age? Place of residence? Economic level? Education level?
- What advertising media does the company use?
- How does the client get to know the company? Advertising on the internet, radio, press, word of mouth, social networks, etc.
The current logo and corporate identity
If the company that hires you already has a logo, the questions in this category will help you understand how it was designed, what it was intended to convey and why the colors, shapes and fonts it uses. So you can decide if there are usable elements, elements that must be followed in the new design or if, on the contrary, you are going to totally break with the current design.
- Do you have a logo right now ? If so, what elements would you like to keep? Typography, colors, shape, etc.
- Why does your current logo use those colors, shapes, and typography?
- Why do you want to redesign your logo? Is it outdated? Does it not represent the company's values correctly? Do you want to address another audience?
- What does your current logo represent ? What do you intend to convey?
- How old is your current logo ?
- Does the company have a slogan that should be included in the logo?
- What do you consider to be the word that best describes your company? Why?
- If your client had to describe your company with just one word, what would it be? Why?
- Why would you like your company to be known? For being fast, supportive, effective, creative, innovative, young, experienced, etc.
- What colors do you like for the logo? Why?
- Where will the logo be used primarily? On a website, on corporate stationery, in print advertising, vehicle wrapping, etc.
- What logos do you like? Why? That they provide you with concrete examples.
- What logos do you NOT like? Why? The same, with examples.
- Is there an element that you would like to include in the logo?
- Is there an element to avoid in the logo?
- In your opinion, what is the main objective of a logo ? What characteristics must it have to be a good logo ?
- What main values of the company should the logo convey? dynamism, youth, class, sobriety, innovation, strength, joy, speed, tradition, elegance, etc.
- How many proposals do you need?
- How many revisions do you want to do?
- By when does the logo have to be ready?
- If you had to choose what is more important? Price, quality or speed of delivery?
- Do you need complementary services to logo design ? Business cards, stationery, lettering, etc.
