Questions to ask clients when designing a logo

Importantly, the finest designers will tackle this work in a proactive rather than reactive manner. Simply requesting a brief is insufficient. To discover what is underlying the firm or brand, you must use all of your abilities and experience. wix logo maker is a free tool to compile your ability into good end product.

To assist you, we’ve compiled a helpful list of questions to answer for your customer. Run through all of them, and you’ll have a lot better concept of what they’re all about… and they usually will, too! It will provide you with the necessary knowledge and expertise to bring their idea to life in a live, breathing design that is scalable, flexible, and future-proof.

Questions to ask clients

Section 1: Company-related inquiries

First and foremost. You must acquire basic information about the company, such as when and why it was founded, how many workers it has, who its rivals are, and so on. While some of this information may be accessible online, it is always best to get it straight from the source.

This is also due to the fact that information on the internet is often untrustworthy, so you can be certain of receiving proper answers this way. But also because the interpretation of even the most basic inquiry might be contentious, which can be highly illuminating.

Even a company’s inception date, for example, may be a topic of contention, particularly if the organization has had several identities and guises in the past or arose as a result of successive mergers. In such a circumstance, what is finally regarded the “right” solution isn’t what matters. It’s encouraging your clients to open up and talk about your company in a manner that isn’t dry marketing language but is anchored in real-world honesty and emotional connection.

What is the name of your company/organization/product/service?

Could you explain your company?

What kinds of services or goods do you offer?

What is the size of your company? (How many staff are there? revenue?)

How long has your firm been in operation?

Why was your firm founded in the first place, and what motivated you?

Who are your primary rivals?

How do your rivals promote themselves?

What are your flaws?

What are the company’s long-term objectives?

In five years, where do you envision your company? What, ten years? 30 years?

If you were to sum up your company in a single word, what would it be and why?

What are the values and/or mission statement of your company?

Section 2: Branding-related inquiries

In most circumstances, a logo design is a logo redesign or a more subtle logo renewal. You will not be beginning from scratch, but rather expanding on and extending the current logo design, or at the very least pulling a few inspirations from it. As a result, it’s critical to ask a lot of questions about how the client thinks about the present logo, as well as the overall visual identity and brand purpose. In fact, even if you’re tearing everything down and starting over, you should ask these questions to avoid duplicating elements about the prior branding that customers didn’t enjoy!

What is the most recent logo?

Do you have a tagline or slogan to go with your logo?

Why do you want to modify the logo?

What three characteristics do you want your target audience to remember when they look at your new branding?

Which of the following terms best describes your brand? Traditional or contemporary?

Which of the following terms best describes your brand? Friendly or businesslike?

Which of the following terms best describes your brand? High-end or budget-friendly?

Which of the following terms best describes your brand? Consumer or business? Why are those colors, typefaces, and so on used in your existing branding?

Section 3: Target audience-related questions


When creating a logo, you must consider who you are developing it for. And it’s not always the present audience if the corporation wants to go out and target a new group of individuals. Indeed, a logo change is generally part of a larger plan to shift a brand’s appeal, for example, from a middle-aged to a younger market. Only your customer knows where they want to take the brand, therefore it’s critical to ask a complete set of questions, such as the ones listed below.

Who is the key target demographic?

What is the age range of the intended audience?

Are they mostly masculine or female?

Where do the majority of your audience reside?

What is your target audience’s typical household income?

How do the majority of your consumers learn about your company?

How do you intend to get out to your target audience?

What one term would your consumers use to characterize your organization, and why?

Do you have any plans to enter any new markets? If so, what are they and why?

Only your customer knows where they want to take the brand, therefore it’s critical to ask a thorough set of questions.

Section 4: Preferences for design

You’ll note that we haven’t really discussed how the customer wants the new logo to appear so far. That is not by chance. Because delving into minutiae like favorite colors will simply pull everyone off track and muddle the waters until you grasp the wider aim of the logo design.

Assume, however, that you now have a complete knowledge of the firm, what it stands for, and what it is attempting to accomplish. It’s now time to speak about the design. At the same time, you must keep conversations focused on the overarching commercial goal of the logo. It should not be about people’s personal tastes (“I really like this shade of green”), but on how a certain color palette, for example, might assist the logo accomplish its commercial aim. These questions may help you lead the conversation in that direction.

What colors or color palettes does the organization usually use, and why?

Where will the logo be utilized the most? Print, online, and so on?

Are there any features of the current logo that you would prefer to maintain, and why?

Will there be any constraints to consider while developing the new logo?

Is anything required, such as current brand features, slogans, or icons?

Based on your research of your competitors’ branding, which logos do you believe work and why?

Are there any logos that you do not believe work, and why?

What, in your view, characterizes a successful logo?

Budget, timetables, and management

In client meetings, you may generate as many concepts as you like for a terrific new logo.  it’s a good idea to anchor your conversations early on by asking the following questions.

Have you set a budget for the new logo?

Is there a deadline that has to be met?

Who will be the project’s internal decision-makers? Giving input and getting approvals? (Remind the customer that the less decision-makers there are, the better!)

Will anybody else be participating in this project? Are there any third-party subcontractors or other agencies/freelancers involved?

How often do you want to meet? Weekly? Monthly?

How many changes or ideas do you want to see? (Consider how many you can supply – this varies per designer)

How do you want the final product to look? What materials do you want to see as a result of this new logo? Would you want a set of “brand guidelines” for future reference?

Is there anything else you’d want to mention that we haven’t previously discussed?


For two reasons, getting strong and well-thought-out answers to all of these questions can aid you on your journey to a successful logo design job. First and foremost, the material you acquire will be vital in assisting you to nail the brief. Second, just responding them can assist put your customers in the correct frame of mind for working on the project.

Most importantly, if they’ve never worked with a designer before, it will help them realize that what they’re paying for is a rigorous and complete process of analyzing the business and its brand and generating new designs that are well-thought out and suited for purpose.

Of course, this does not necessarily imply that everything will proceed as planned. Clients’ opinions might alter throughout the route, and corporate strategy can shift in an instant owing to external causes (just look at the pandemic for an obvious example of that). As a result, you must be prepared for the project requirement to change and have a solid contract that explains what happens if more work is required. The sooner you have it in place, the sooner you’ll be able to relax and enjoy a successful, productive, and, dare we say, ideally, a lot of fun logo design job.

If you are searching  a free logo maker tool, check out wix logo maker to get better results.

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About Esra Carter

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