20 Questions To Ask Clients Prior To Designing A Logo

Before starting any project it’s essential to get the right preliminary information from your clients. This will help pave the way to a successful project, assist in bringing client’s vision into perspective and build a lasting relationship. Many of the questions below will also help in putting together an accurate quote for your client. Things such as deadlines, usage, etc. should take into account pricing.

Since my primary focus in is logo design, below are 20 questions to ask your clients prior to beginning their new logo design. Also, many of these questions can be applied to other forms of design, so feel free to integrate them into your questions for various forms of print and web design.

Company-related questions

1- How would you describe your services and/or products?

2- What are the long term goals of your company?

3- Why do you want a new logo? (if they already have one) What do you want your new logo to accomplish?
This question helps to understand the problem.

4- Who are your main competitors?
Having clients provide links allows you to get a better feel for their market and competition.

5- How are you different from your competitors?

6- What’s the age range of your target customer base?
Helps in creating an overall feeling and impression of the logo.

Project-related questions

7- Do you have a tag line? If so, would you like it stated along side your logo?

8- Do you have any specific imagery in mind for your logo?

9- Do you have any color preferences, or existing brand colors?

10- Do you have any colors that you do not wish to use?

11- What adjectives should best describe your logo?

12- What feeling or message do you want your logo to convey to those who view it?

13- How do you prefer your logo to be worded or written out?
Example: thedesigncubicle or the design cubicle

14- How would you like the typography to appear?
Example: script, bold, light, hand drawn, custom lettering

15- Where will you logo be used?
Example: print, web…

16- Where will your logo primarily be used?
If the primary usage is for the web, typically horizontal logos work best.

17- What’s your preferred deadline, time frame or exact date of completion?

18- Budget?
This is where I provide various pricing and concept numbers.

19- Would you like any addition design services to be packaged with your new logo?
Example: business cards, envelops, letterheads, etc.

20- What logos appeal to you and why?
Another question they can also with links and visual examples.

I also like to leave my clients with a field or extra room at the end where they can provide additional details and comments. Remember, being a graphic designer means you are a problem solver. You cannot solve a problem without knowing what the problem is – asking questions is a great start. What questions do you ask your clients prior to starting a project? Feel free to add to the above questions in the comments below.