While starting with a design project for a brand, any designer can lose their creative direction after a puzzling pitch meeting. ‘Larger than life,’ ‘sophisticated,’ ‘quirky,’ are possible descriptors that can confuse even the best creators. Furthermore, most of these suggestions come with vague ideas that may end in a brand image getting lost in creative translation. It is precisely where a logo designing questionnaire can save the day!

A logo is the foundational element of a company’s entire branding as it is often the first introduction a potential customer has to a company. And that’s why it’s essential to have a definite layout of a client’s expectations – so you can effortlessly extract vital information to shape your game plan!

In this Simplified logo design questionnaire, we’ll give you a list of the essential ingredients to gather from your client brief. Moreover, these ten questions will help you capture the brand language in your final project. So let’s get started!

A. Logo designing questionnaire: Brand values

(Source: Lemon Tree Marketing)

Focusing on brand values can be a good primary point of reference to understand an organization’s overall vision for its audience. Here are the three chief aspects you must elaborate on in your logo designing questionnaire:

1. What is your mission statement/tagline?

This should include the principal goods or services you provide, your goals, and the way you approach them. Keep it authentic to your brand identity.

2. How do you describe your brand personality?

Think of this as your brand image and the tone of voice you wish to establish with your audience.

3. What are the five words which summarize your brand?

Dig into your brand vocabulary and descriptors. For example- lively, over-the-top, Gen Z, minimalist, innovative, etc.

Related: The Journey Of A Brand’s Logo

4. Who is your target audience?

(Source: AdWeek)

Additionally, it’s important to remember who the final project should appeal to when filling out a logo designing questionnaire. Ultimately, your designs originate with a specific set of consumers in mind. What works for one group may not appeal to the other. So, make sure to include details such as age group, gender, and even the popular interests of your audience!

For example, the font you use will change depending on who you’re advertising to. You would employ playful typography on an educational app for children, but you’d use a sleek sans serif font for a premium marketing agency.

B. Logo designing questionnaire: Brand characteristics and attributes

(Source: Medium)

5. What message do you want to convey?

For any brand, illustrating an emphasis point and relevant statement through your logo design questionnaire means more connections. Moreover, the emotions your final product has the power to evoke from a first glance can shape audience loyalty and build community.

6. Which of these attributes represent your brand?

In this part of our logo designing questionnaire, we address the most crucial domain of our brand identity. These ‘select one’ options can help your client with how to write a design brief for a logo and narrow down any abstract ideas:

  • Youthful/Mature
  • Feminine/Masculine
  • Carefree/Professional
  • Inclusive and Open-for-All/Premium and Luxurious
  • Contemporary/Classic
  • Natural/Artificially Designed
  • Friendly/Authoritative

C. Picking your design using the logo questionnaire

Summing up, it’s time to put our brand knowledge into action and plan the way to approach your design execution. These last four questions will determine the visual aspect of your logo’s appearance, style, and placement.

7. What colors fit your brand aesthetic?

Color psychology plays a significant role in shaping viewer opinions, which makes translating a brand personality into a palette a potentially difficult task.** Having pre-defined brand colors may make the job a little easier, but not entirely. For example, many associate green with the environment, so you may want to use pastel green for an eco-friendly brand. Or, since black and white communicates professionalism, you may want to use that scheme for a businesses providing premium services.

So, ensure that the logo design questionnaire taps into your clients’ imagination through the right colored glasses!

Related: How to Use Mood Boards to Define Your Brand Aesthetic

8. Do you have any imagery in mind?

(Source: Sondos Ghanem)

Using relevant and representative imagery of your brand’s name can give your audience a visual point to palpably connect with the logo. These can include mascots, characters, emblems, or even illustrated clip-art that viewers can recognize across all your platforms.

Related: Illustration Inspiration: 10 Unique Examples Of Brand Illustration

9. How would you like the typography to appear?

(Source: Pinterest)

Your brand voice can easily get lost in translation with an error of judgment in typography. In other words, your choice of font, style, and spacing can impact your client’s presence and even the text’s legibility. For example, a wedding planner would most likely opt for script fonts, whereas most publishing houses prefer clear serif fonts for their logos.

So, tactfully approach how you depict the brand name in your logo design and make sure you’re on the same page as your client.

10. What is the level of detailing you prefer?

(Source: Pinterest)

Based on where your logo will most appear, you can develop a design brief that suggests how detailed your logo should be. A heavily stylized and intricate logo may not be suitable for every place your logo will appear. Think of how the details will show in print, as a web icon, on product branding, as an app icon, and on business cards.

In your logo designing questionnaire, give your graphic design client suggestions of what they would prefer to include, such as:

  • Textures
  • Patterns
  • Lines
  • Hand-drawn illustrations
  • 3D effects and glossy reflections

Did you know you can include tons of shapes, clip arts, icons, patterns, avatars, and so much more in your logo with just a few clicks? Find your perfect match through the ‘Components‘ and ‘Visuals‘ section right from your Simplified workspace!

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