Logo Design Project Questionnaire

Before commence any Logo/Branding Project, the first task for me is to sit down with the client or email them over a quick questionnaire for them to fill in regarding the project.  The questions are simple and help to get the client involved with the project from the start.  An involved client is a happy client. The collective answers then provide the designer a design brief to focus on and follow as a ground foundation.  The questionnaire can also protect the designer if a client turns around and disputes something they mentioned at a later stage; having the questionnaire written in the clients words helps the designer to fall back on the answers written by the client for any disagreements.  Written information from the client is a much safer source than verbal information, as verbal information gets forgotten or misinterpreted. 

From the client filling in the questionnaire, the designer can also see the amount of commitment the client is going to put into the project by the answers and examples they provide.  A committed client is a detailed client. 

It is much safer to get answers from the client before hand on their likes, dislikes and their knowledge of what makes a good logo by the examples they provide you with the questions.  Taking the client’s answers, the designer can summarise and then can talk about any problems, pitfalls, design trends and educate the client on a better design approach.  Would you rather sketch 10 pages of ideas and create 3 concepts to present to the client and all 3 ideas shot down because the client doesn’t like colour, shape or font?  The questionnaire helps the designer to get into the mind of the client.  As humans, it’s difficult for 2 people to picture the exact same image in their minds as we interpret things differently. 

So instead of jumping into the sketchbook or computer, try asking the client the following simple key important questions:

• · Client name & Business name 
• · Client phone number
• · Client contact e-mail
• · Client web address
• · Exact wording to be used in your logo?
• · What is your tagline or slogan? (Optional)
• · What type of product or service do you offer?
•  Logos you like and why? (Please insert links and brief explanation)
• · Logos you dislike and why? (Please insert links and brief explanation)
• · Preferred typography? (Heavy, light, modern, classic, handwritten etc.)
• · Do you have any specific images or icons in mind that you would like to see incorporated?
• · If so, what are your preferences on symbols? (Minimal, abstract, illustrative etc)
• · Desired colours?
• · Colours to avoid?
• · What adjectives would best describe your logo? i.e. trustworthy, clean, sophisticated, elegant, technical, creative, strong, reliable, friendly, caring, loud etc……….
• · Competitors & similar Businesses? (Please provide their web address)
• · Additional important info you would like to mention? (Target audience, desired message, tone, etc.)

If there is further important questions you feel I have missed out and can be included, please feel free to drop it down in the comments sections.

Thanks for reading,

Shahed.