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18 Questions to Ask a Client Before Designing a Logo

logoquestions

Written by Blake McCreary on Aug 26, 2009 | View Comments Comments

Starting out as a freelancer can be quite challenging when trying to create client relationships. Almost all of my work comes from referrals. If you treat a client right then they will return the favor. I cannot emphasize enough how important it is to go into the meeting with a plan.  The way you approach a project determines how the client is going to value your expertise. If you go into a project without any direction you will probably end up wasting time during the development process.  There is nothing worse than revising your designs more times than necessary. It’s best to know what your client is thinking before you start. It’s your job to gather your clients thoughts and goals then translate them into a design solution.

“If you do not know what the problem is then you cannot provide a solution.”

These 18 questions to ask a client before design a logo will help you provide an accurate quote to your client. Things such as deadlines, usage, etc. you should take into account pricing.

Company Details and Competition

1- What is your company product or service?

2- What is the mission of your company?

3- What is your target market and ideal customer?

4- Who are your competitors and how do you differ?

Ask them to provide links to competitor websites if possible.

5- What are your thoughts on your competitors logos?

This is where you figure out whether the client would like to go a different direction than the pack. Many clients like to try a design solution that is already proven. I’m a fan of trying to break away, but if you dont have the green light for this then you might be prolonging the project.

The Clients Logo Details

6- What logo designs appeal to you and why?

Question 6 and 7 are essentially a break down of  number 5. I find it important to make sure you know where the client stands.

7- What logos do not appeal to you and why?

8- What is the exact name you want to appear in your logo?

You could elaborate on exclusion of uppercase letters, italics, etc. Especially, if you are giving the client’s company brand a makeover .

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

10- What is your tagline and would you like it incorporated into the logo?

11- What do you want the logo to say about your company?

Here is a good way to make this answer short and sweet. “Say it in three words.”

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

13- Where will you be using the logo?

Find out where the logo will be predominately displayed.
Ex. Website, print, merchandise, vehicle wraps

15- What is the most important application of your logo?

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

17- Would you like any addition design services to be packaged with your new logo?

Example: business cards, envelops, letterheads, etc.

18- What is your budget?

This is where I provide various pricing and concept numbers. Decide how much your time is going to cost and how much of it they will need when contracting.

These questions can often be used in diagnosing another type of project so feel free to use them broadly. Always remember that you are a problem solver.

Feel free to add to the above questions in comments below.

The Author of this post is Blake McCreary

  • http://twitter.com/evacristescu Eva Cristescu

    Important article about logos and clients

  • http://twitter.com/evacristescu Eva Cristescu

    Important article about logos and clients

  • niklasdesign

    It sounds like an accountant would come up with these questions. Most are legit, but one serious flaw… Branding is very unpredicatble and this is not the 90's where imagination and quality took front seat. Most clients especially with small to medium businesses who would consider hiring a freelance graphic designer don't know a lot of these answers. They want someone to guide them through or figure it out for them. A lot of times there are several things you don't want the client to choose for you and it's better you don't ask unless you can live with the answer. It's OK to make mistakes but don't repeat them. It's best to use your imagination as much as possible and concentrate on creating a great identity. No client has a budget these days so suggest a price… don't ask. Clients see logo outlets for as low as $49 per logo and they don't understand the difference. Ask questions which will inspire you and motivate you. Then work fast and be effective so you can meet your deadline.

  • Guest

    It sounds like an accountant would come up with these questions. Most are legit, but one serious flaw… Branding is very unpredicatble and this is not the 90's where imagination and quality took front seat. Most clients especially with small to medium businesses who would consider hiring a freelance graphic designer don't know a lot of these answers. They want someone to guide them through or figure it out for them. A lot of times there are several things you don't want the client to choose for you and it's better you don't ask unless you can live with the answer. It's OK to make mistakes but don't repeat them. It's best to use your imagination as much as possible and concentrate on creating a great identity. No client has a budget these days so suggest a price… don't ask. Clients see logo outlets for as low as $49 per logo and they don't understand the difference. Ask questions which will inspire you and motivate you. Then work fast and be effective so you can meet your deadline.

  • http://www.mariepoulin.com/ Marie Poulin

    Hey,

    Great questions. I think all of these questions should be asked, REGARDLESS of whether or not the client has a low budget or wants a quick logo. Otherwise you have no context for what you are designing. We are problem solvers, and like you said- how can we solve a problem if we don't know what the problem is? Besides, it at least gets them thinking about it, even if they can't fully answer it.

    I once sent a client a questionnaire and they were totally shocked. Their previous designers had never thought to ask any of those questions, and they ended up increasing their budget in the end, because they could see right from my questionnaire that they were getting a qualitative difference. I am not interested in working with clients who just want the lowest possible price and a quickly banged-out logo…

    SO i will definitely be adapting my questionnaire to include a few of these questions,
    thank you!

  • http://www.mariepoulin.com/ Marie Poulin

    Hey,

    Great questions. I think all of these questions should be asked, REGARDLESS of whether or not the client has a low budget or wants a quick logo. Otherwise you have no context for what you are designing. We are problem solvers, and like you said- how can we solve a problem if we don't know what the problem is? Besides, it at least gets them thinking about it, even if they can't fully answer it.

    I once sent a client a questionnaire and they were totally shocked. Their previous designers had never thought to ask any of those questions, and they ended up increasing their budget in the end, because they could see right from my questionnaire that they were getting a qualitative difference. I am not interested in working with clients who just want the lowest possible price and a quickly banged-out logo…

    SO i will definitely be adapting my questionnaire to include a few of these questions,
    thank you!

  • robertrawlins

    Yeah I think this is very fair, I'm not a designer but I know from my own experience of having designers work for us in the past this is very generally the set of questions I've had posed to me.

    As a follow up article perhaps we should look at questions you should NOT ask your clients.

    1. Do you have any Microsoft clip-art in mind?

    Rob

  • http://www.blakemccreary.com Blake McCreary

    Hi, I welcome the skepticism. Do you have any suggests as far as different questions or other approaches? Maybe you would be interested in a guest article of some sort to follow up?

  • http://www.thinkbluemedia.co.uk Robert Rawlins

    Yeah I think this is very fair, I'm not a designer but I know from my own experience of having designers work for us in the past this is very generally the set of questions I've had posed to me.

    As a follow up article perhaps we should look at questions you should NOT ask your clients.

    1. Do you have any Microsoft clip-art in mind?

    Rob

  • niklasdesign

    We are all different people! As designers we come for different backgrounds and our interests vary. You can ask a client 5 questions but there is no reason to ask 18! target the specific needs of a client. Interview your clients and listen carefully to what their needs are. It is up to us to be ethical and educate our clients about quality and also protect our interests from chop-shops in India, China and beyond.

  • http://www.blakemccreary.com Blake McCreary

    Hi, I welcome the skepticism. Do you have any suggests as far as different questions or other approaches? Maybe you would be interested in a guest article of some sort to follow up?

  • Guest

    We are all different people! As designers we come for different backgrounds and our interests vary. You can ask a client 5 questions but there is no reason to ask 18! target the specific needs of a client. Interview your clients and listen carefully to what their needs are. It is up to us to be ethical and educate our clients about quality and also protect our interests from chop-shops in India, China and beyond.

  • ashelyadamsstickerprinting

    I do agree with you. It is important to have a clear idea of the company for whom you are designing the logo. These questions will actually help you to avoid future confusions and complications. Moreover, designing logo is much more than just graphic design. It should convey the characteristic of the company and at the same time must be appealing.

    http://www.psprint.com

  • ashelyadamsstickerprinting

    I do agree with you. It is important to have a clear idea of the company for whom you are designing the logo. These questions will actually help you to avoid future confusions and complications. Moreover, designing logo is much more than just graphic design. It should convey the characteristic of the company and at the same time must be appealing.

    http://www.psprint.com

  • cadelucas

    I was taught, at college, a similar approach. Although I don't need to ask all these direct questions, most of them do fall into my own research phase of the design process. I agree you need to take some sort of lead in this process otherwise your first meeting will be….”So you want a logo?”

    Good job mate,

    Cade Lucas
    Graphic Designer

  • cadelucas

    I was taught, at college, a similar approach. Although I don't need to ask all these direct questions, most of them do fall into my own research phase of the design process. I agree you need to take some sort of lead in this process otherwise your first meeting will be….”So you want a logo?”

    Good job mate,

    Cade Lucas
    Graphic Designer

  • rishadis

    I find it interesting that niklasdesign is so insecure about 'chopshops' in India, China and beyond, and that he has taken it upon himself to be ethical and educate clients about quality. What, if anything, do you actually know about the design industry in India or China, niklasdesign? And I wonder if you're just the average xenophobe, or whether your ethical horizon is flexible enough to allow that there are chop-shops everywhere you look, perhaps even (shock horror!) closer to home than India, China or beyond.

  • rishadis

    I find it interesting that niklasdesign is so insecure about 'chopshops' in India, China and beyond, and that he has taken it upon himself to be ethical and educate clients about quality. What, if anything, do you actually know about the design industry in India or China, niklasdesign? And I wonder if you're just the average xenophobe, or whether your ethical horizon is flexible enough to allow that there are chop-shops everywhere you look, perhaps even (shock horror!) closer to home than India, China or beyond.

  • niklasdesign

    I don't work for $49 a logo! Also, where is your work cause I'd like to see it…
    And who told you anything about being insecure or xenophobe? Anyway I am out of here cause idiots like you are like a basket of rocks and can't have a conversation. For me buddy I am lucky I can retire at 40 because I made a fortune in a matter of 10 years. What about you? If India and China had great design quality I would be there as we speak. In India 600M are without electricity and running water and in China cheap labor is what will fuel the new era modern slaves. Then there is Russia, Romania and you name it… I am not afraid for the “new world” which will emerge but you should be because it's coming someplace near you. FYI: I work with people from overseas for my projects but quality and being ethical is hard to find. You know how many times someone in India tried to sell me mutilated code and in China they tried to sell me a templates design for original work? Do your math! The folks who own Chop-Shops are not better than slam lords… Cheers now and enjoy your stay!

  • rishadis

    You sound like a strange, troubled little fella. My point is simple: there are chop-shops everywhere. Not just in India and China (about whose economies you're dead right about, by the way, but that isn't really the point, then, is it?).
    Anyway, I'm sure you can afford a good shrink with your fortune.
    Cheers,
    Basket Of Rocks

  • Guest

    I don't work for $49 a logo! Also, where is your work cause I'd like to see it…
    And who told you anything about being insecure or xenophobe? Anyway I am out of here cause idiots like you are like a basket of rocks and can't have a conversation. For me buddy I am lucky I can retire at 40 because I made a fortune in a matter of 10 years. What about you? If India and China had great design quality I would be there as we speak. In India 600M are without electricity and running water and in China cheap labor is what will fuel the new era modern slaves. Then there is Russia, Romania and you name it… I am not afraid for the “new world” which will emerge but you should be because it's coming someplace near you. FYI: I work with people from overseas for my projects but quality and being ethical is hard to find. You know how many times someone in India tried to sell me mutilated code and in China they tried to sell me a templates design for original work? Do your math! The folks who own Chop-Shops are not better than slam lords… Cheers now and enjoy your stay!

  • http://www.RLRTH.com/ R.L.Roth

    Great list of questions, Blake. I do think the more questions we ask, the better we'll be able to figure out what the client wants. If we don't ask, we'll never get answers. The only weak point in all this is where clients really don't know what they want, or think they do, then change later. I've had lots of clients just like this.

  • niklasdesign

    You make no sense… You came to attack me with your obscure view of the world and pretend you know what I meant when you have no clue… BTW you know me now too? Where is your work? Let's see your work and then let's see if you are chop-shop material or you know how to design? I have chop-shops in my back yard they charge $12-15/hr… With my fortune I will avoid guys like you with little dicks pretending to be some hot shots. YOU ARE A TOOL!!! . Why don't you reveal who you are and what you do so we can see how relevant you are or remain in Lala land…

  • rishadis

    You sound like a strange, troubled little fella. My point is simple: there are chop-shops everywhere. Not just in India and China (about whose economies you're dead right about, by the way, but that isn't really the point, then, is it?).
    Anyway, I'm sure you can afford a good shrink with your fortune.
    Cheers,
    Basket Of Rocks

  • http://www.RLRTH.com/ R.L.Roth

    Great list of questions, Blake. I do think the more questions we ask, the better we'll be able to figure out what the client wants. If we don't ask, we'll never get answers. The only weak point in all this is where clients really don't know what they want, or think they do, then change later. I've had lots of clients just like this.

  • Guest

    You make no sense… You came to attack me with your obscure view of the world and pretend you know what I meant when you have no clue… BTW you know me now too? Where is your work? Let's see your work and then let's see if you are chop-shop material or you know how to design? I have chop-shops in my back yard they charge $12-15/hr… With my fortune I will avoid guys like you with little dicks pretending to be some hot shots. YOU ARE A TOOL!!! . Why don't you reveal who you are and what you do so we can see how relevant you are or remain in Lala land…

  • http://realurl.org/twitted.php?id=3721588096 Twitted by madconfusion

    [...] This post was Twitted by madconfusion [...]

  • Guest

    Wow! Why do you have Rishadis insult you and then let’s see how you react? This blog is stupid anyway, I cancelled my account. Nobody said Chop-shops and shitty designers are not limited to foreign countries. There are everywhere! You don’t need a license to be a Graphic Designer. You should get to know me first before you decide if I am an asshole or simply defend what I do for a living. Anyway, find someone else to insult, I have work to do…

  • kimiller

    Wow. Blake probably didn't bet on this little pissing match when he posted those 18 innocent questions.
    Niklausdesign, I found your first comment to be extremely relevant. Even clicked on the “like” button.
    Rishadis, why did you have to taint your EXCELLENT point with an insult? It completely detracted from your legitimate observation.
    Civilized Summary:
    18 questions are a lot to throw at a client. Be ready with answers that would help guide the client in a strategic direction.
    Chop-shops and shitty designers are not limited to foreign countries.
    Grow up. You both sound like a-holes.

  • niklasdesign

    Wow! Why do you have Rishadis insult you and then let's see how you react? This blog is stupid anyway, I cancelled my account. Nobody said Chop-shops and shitty designers are not limited to foreign countries. There are everywhere! You don't need a license to be a Graphic Designer. You should get to know me first before you decide if I am an asshole or simply defend what I do for a living. Anyway, find someone else to insult, I have work to do…

  • kimiller

    Wow. Blake probably didn't bet on this little pissing match when he posted those 18 innocent questions.
    Niklausdesign, I found your first comment to be extremely relevant. Even clicked on the “like” button.
    Rishadis, why did you have to taint your EXCELLENT point with an insult? It completely detracted from your legitimate observation.
    Civilized Summary:
    18 questions are a lot to throw at a client. Be ready with answers that would help guide the client in a strategic direction.
    Chop-shops and shitty designers are not limited to foreign countries.
    Grow up. You both sound like a-holes.

  • http://www.blakemccreary.com Blake McCreary

    Listen to yourself. This blog is welcome to educated criticism. Otherwise please do not take this conversation to a personal level. Be professional please. Thank you.

  • Guest

    How many times I need to request to get out of this? I did not start it buddy but serious take me out of this non sense. I asked for my account to be deleted… It has been more than 2 days and my account is still active…

  • http://www.blakemccreary.com Blake McCreary

    Listen to yourself.

  • Guest

    How many times I need to request to get out of this? I did not start it buddy but serious take me out of this non sense. I asked for my account to be deleted… It has been more than 2 days and my account is still active…

  • http://www.blakemccreary.com Blake McCreary

    I'm cleaning up this thread. It's a bit out of control. I'll try and get some new material up here in the next week. Maybe it will be less controversial haha.

  • http://www.blakemccreary.com Blake McCreary

    I'm cleaning up this thread. It's a bit out of control. I'll try and get some new material up here in the next week. Maybe it will be less controversial haha.

  • http://realurl.org/twitted.php?id=3861500883 Twitted by OfficeDivvy

    [...] This post was Twitted by OfficeDivvy [...]

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