Design Logos Like a Pro | #1 Ask the Right Questions

On contest sites, clients are asked to provide the basics like business name, industry, description, logo types preferred, sample logos and color preferences. There’s even a slider called “values to communicate” whose purpose I don’t quite get.
And with this design brief, the designer starts playing around with shapes and letters on screen. Within minutes, a logo is born and uploaded for feedback.

Okay so in the first place, pros don’t do contests. That aside, such scant information leaves so much to the imagination. A professional designer is a problem solver with a sincere desire to help the client. The best way to do that is to understand the problem and this requires squeezing out as much information as possible.

The right questions ask for —

a clear description of the business
its target market
market position
message
goals
time schedules
budget.

These are the basics of a design brief.

Every logo designer should have a questionnaire. If you don’t have one yet, you may find these links helpful in crafting yours:

20 Questions To Ask Clients Prior To Designing A Logo by Brian Hoff
How To Write An Effective Design Brief and Get The Design You Want! by Jacob Cass
Client Questionnaire Template for Logo Design Brief by Graham Smith

If you truly want to help your client, ask the right questions. Logo design requires more than “what’s your company name and what colors do you want me to use so I can send you a few mockups?” (I’ve seen those!)

So what else do you think are the right questions?

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  • February 13th, 2012 /