10 most important questions to ask in your client brief

      Jan 26, 2010 / 8 Brilliant Comments

The client brief is the initial step to the logo design process. Designing a good logo depends on the level of detailed information provided in your client questionnaire. These 10 questions will give you plenty of information and ideas you need when faced with your next logo design project. By asking a lot questions, it is very possible to find a great concept to work with and the proper type of logo to use. Remember, these are foundation questions. Add a question if it helps you design a better identity. Start by asking:

1. What are your business objectives? What are your client’s reasons and intentions for the new logo design.

2. What is the company mission and vision? Knowing further details of it’s foundation can provide you with important information that can be lost without delving deeper into your client’s knowledge. Find out the purpose of the brand and it’s long-term goals. Your design may convey the brand’s message or core values.

3. How would you like to be perceived by others? Important in determining the style of your design. The brand image may be different from the one your client desires, a logo and proper branding can take them into the right direction.

4. Who is your primary target market? Base it on demographics (age, education, income, etc). Also important to find out their lifestyles, likes and dislikes.

5. What do you offer your target market that others do not? Base this question primarily on the competitive advantage they have over their competitors.

6. What do you want your logo to say about you? This question provides insight into the clients thoughts about what their brand stands for.

7. What keywords best describe your business? Provide them with multiple options and some writing space (in case they want to add their own). These are the keywords I currently use (dependable, traditional, established, edgy, strong, enthusiastic, unique, high-tech, integrity, fun, serious, upscale, original, etc.)

8. What are 2 logos that you like and dislike? Although you may have great concepts, sometimes a clients personal taste can get in the way of great design. The best thing to do is educate your client on what makes a good logo.

9. What colors do you like and dislike? Add their favorite color to the logo, but only if appropriate.

10. What is the time-frame? A short amount of time will require your undivided attention. The more time dedicated to this project, the less amount of time you can apply to other projects. This question will help you know how much to charge your client.

These are standard questions, so make sure to add your own to the list. Please share your current logo design brief questions below.


8 Comments to "10 most important questions to ask in your client brief"

  1. Elizabeth, on

    This information came in handy!!!! Great advice!!

  2. Thanks Elizabeth, glad it could help!

  3. Great post. I’m going to ask these questions to people we’re serving. Thanks!

  4. I’m a start-up, and these are great questions to get the conversation started. Thanks

  5. Using this post to help construct a client brief now. Thanks for your help.

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