5 Questions to Ask When Creating a Logo

Creating a successful logo design for a brand is a huge challenge. This is why logo designers are well-paid, in-demand and highly revered in their niche.

Creating a logo isn’t just about creating something pretty and functional. Logo design is about understanding the brand and the business the logo will promote. So it’s not enough to take a quick glance at the company’s literature and website and then dive straight into Photoshop. You actually have to do some proper research and have some serious discussions with your client, in order to get to grips with what ideas, philosophy and business model your logo should be conveying to its prospective audience.

So before you start playing around with gradients, typography and colour, here are 5 fundamental questions you need to ask your client before getting started.

1. What does the brand stand for?

What is the brand all about? Big savings for frugal shoppers? Providing a superior quality product? Listening to customers? Helping to heal the environment? Promoting personal health and beauty?

The company’s mission, believe it or not, needs to be on full display within the design of your logo. If there isn’t an official mission statement, there still is an unofficial, possibly unspoken one. You just need to find out what it is.

2. Why was the name chosen?

When you’re working to build a logo for your client, it’s important that you understand the reason why the company chose the name it did. If the name has any special meaning or significance to them, this is something you need to know. It cannot be conveyed through the image, unless you convey the thought.

3. What’s the business story?

Logo designers are artists who can help tell a business story through the design. To achieve this, you need to know all the ins and outs of that story. Ask your client to provide a detailed account of the products and/or services they provide. Suggest they pitch their business to you as if you were a client of theirs.

4. What’s specific about this business?

With so much competition out there, what is it about this business that people should choose over its rivals? That might be the company’s approach to customer service, a unique quality to their product or a thousand other things. Whatever it is, that unique factor should shine through the design of your logo.

5. What’s the brand’s personality?

Yes, a brand has a personality. And if it doesn’t, you better develop one quick. A client should be able to describe the business using 5 adjectives. And you should be able to convey them with your logo design.

SOURCE: Creative Bloq