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7 Questions to Ask Before Designing a Logo

Questions to Ask Before Designing a Logo
By Sharon Housley

Attempting to be creative when it won't come to you naturally can be an excercise in futility. Traditional means of conjuring those creative impulses, like taking a walk in the park, can often spur creativity, but getting a better idea of what a business needs can be an even more effective way to divine logo inspiration. When working with a business, it is important to gain a sense of what the business is about and what role the logo will play in the client's business and marketing plans. To make this process simpler, we have compiled 7 questions to consider asking a client before commencing logo design:

1. What does the business do?
Ask the client to explain the function of their business. Having a clear understanding of a business's mission allows you to gain a much clearer understanding of your client's needs and narrow your focus in designing a logo.

2. Who is the target audience?
Many elements of a logo are selected in order to appeal to the appropriate audience; after all, a logo that appeals to a young adult audience is very different from a logo that appeals to a group of financial consultants. Ask the client who the target audience is for their product or service to acquire a clearer understanding of the client's needs.

3. What competition does the business face?
In the face of competition, a business should be careful to differentiate itself from its competitors. Ask the client what competition they face so that you know how to differentiate your marketing from that their competitors, and on which areas you should focus in marketing their product or service.

4. What three words could describe the business?
Ask the client to use three adjectives to describe their business. The three traits that the client chooses to present the business as when prompted are likely elements that should be present in the logo and aesthetic of the business.

5. What is the role of the current logo?
Ask the client what they feel the role of the existing logo fonts or color schemes should be in the new logo and future aesthetic of the brand. Oftentimes it is wise to retain some elements of design from a business's previous logo when designing a new one, as it saves the business the need to change their aesthetic, and allows them to establish their brand with consistent imagery.

6. What is the goal?
Ask the client what goal they intend for their logo to accomplish. Understanding exactly what effect the client intends to evoke with their logo is crucial to designing an effective logo that will satisfy the client's needs.

7. What is the USP (unique selling point)?
Ask the client to explain how they differentiate themselves from other companies in unique and compelling ways. Defining a business's unique selling point determines on which major aspect of their product or service they should focus their marketing, and therefore their logo design.

Designing creative new logos can sometimes be challenging, but the client is ultimately your best resource when you are stuck. As long as you know which questions to ask, languishing in a creative rut over logo design will be a misfortune of the past.

About the Author:
Sharon Housley manages marketing for FeedForAll software for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for NotePage a wireless text messaging software company.


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