11 logo questions for designers to ask clients
1. What are your overall business goals? They might think logos are strictly superficial, so they won’t offer up much behind-the-scenes information about the company. You may need to take the lead and ask them directly. You can get into the specifics of what the logo is expected to accomplish, that’s the next question, but you should also understand the company’s “big picture.” 2. What do you want this logo to accomplish? Once you know the general trajectory the company is on, you can get into the specifics of the logo and where it fits in the grand scheme of things. For example, a new brand might want its logo to improve brand awareness and attract attention, whereas a more established company might want a new logo to change its brand identity and target a new market. 3. Who is your target audience? Try to get your client to be as specific as possible. A lot of them will give general answers like “young people” or “small businesses,” but the more you can hone in on a particular niche,...
