logo design client questionnaire What is your company/organisation/product/service name? How long has your company been established? Can you describe your business? What is the main purpose/function of your business? Why was your company started in the first place and what was the motivation? If you had to describe your business in one sentence, what would it be and why? If you had to describe your business in one word, what would it be and why? How would you position yourself in comparison to your competitors? Who are your main competitors? What sets your company apart from the competition? Compared with other companies what is your current positioning? How do your competitors market themselves? What services or products do you provide? How big is your company? Number of employees Revenue (optional) Size of company Start-up Small Medium Established What are the strengths of your company compared to your competitors? What are the weaknesses of your company compare to your competitors? What is the current internal structure of your business? Can you describe the culture of your business? In relation to the above question, could you describe the company's shared behaviours that best support you purpose and mission? What is the personality of the business? Otherwise stated, what is your chosen style and manner of doing business? What are the greatest opportunities for the growth and image of the company? What promises (statement/commitments) do you make to your clients? What are the long-term goals of the company? Where do you see your company in 5 years? 10 years? 30 years time? About the target audience Who is the primary target audience? What is the target audience's age group? Are they mainly male or female? Where do most of your audience live? Where do they work? What hobbies do they have? What is the average household income of your target audience? Are there any new markets you would like to break into? Yes No If so, what would they be? Why? If your customers had to describe your company in one word: What would it be Why do you think they would describe you in this way? What is the desired perception you want your clients to have of your brand? How do most of your customers find out about your company? How do you plan to communicate with your target audience? Audience goal: Are you looking for another type of audience? Are you looking to widen your audience? What is the desired demographic of this envisaged target market? What response do you want your target audience to take away with them? About the branding What are your company values? Does your company have a mission statement? — Select — Yes No I am trying to write it but have not yet succeeded If so, what is the mission? What is the current logo? What do you like and dislike about the current logo? Why are you looking to change the logo? What do you want the new logo to accomplish? What kind of logo are you looking to have us design for you? a mark: a recognizable symbol used to indicate ownership or origin of goods - often found on silver / antique goods a trademark: a name or symbol used to show that a product is made by a particular company and is legally registered - see the logo we did for Nzuri Water ™ Signature (aka logo): a distinctive mark, or combination of visual forms - refer to our logo page for samples of logos we have done for clients. Some logos are actually the signature of the owner - for instance, Disney Word Mark uses the company name with proprietary letterforms - Mobil/Coca-Cola Symbol: the symbol is the iconic portion of a logo - Nzuri Water ™ logo/Apple/Nike Monogram: a design of one or more letters, usually the initials of a name, used to identify a company, publication, person, object. or idea - Rolls Royce, Coco Chanel. Do you have a slogan that goes along with your logo? Yes No Some examples: Nike: just do it; Apple: think different; Coca-Cola: open happiness How would you describe your business identity: 1. What words describe how you feel when you look at your current logo and branding? 2. What words describe how you feel when you look at your current logo and branding?  Identity is defined as a combination of the logo, the subsequent visual system (typeface, colours, imagery, and editorial tone that all work together to form a unique and cohesive message for a company, person, object of idea. Brand How would you describe your brand? The identity is not a brand. The brand is the perception formed by the audience about a company, person or idea. This perception is the culmination of the logo, supporting visuals, the identity program, messages, products, service and actions. A designer can never make a brand - only the audience can do this. The logo forms the foundation of the message a company sends to its audience along with the subsequent visual and identity system(s) What three attributes would you like your target audience to think of when they look at your new branding? Do you know what your brand archetype is? Which of these words is a better fit for your brand? Traditional Modern Which of these words is a better fit for your brand? Friendly Corporate Which of these words is a better fit for your brand? High end Cost-effective Which of these words is a better fit for your brand? Consumer Trade What is your marketing objective? Design Preferences What colours or colour palettes do you like? Why do you like these colours? Where will the logo be mainly used? printed material signage branding a website social media platforms clothing gifts other Are there any elements from the existing logo that you'd like to keep? Yes No How do they tie in with the message you want to get across? Why are these elements important to you? Form follows function - do the elements you want to keep help or hinder your message? Are there any restrictions/constraints to consider when designing a new logo for you? Is there anything that must be included, like existing brand elements, slogans, words, or icons? Looking at other logos, what logos do you like? why do like these logos - what elements appeal to you: the use of line the use of texture the use of a specific colour the combination of specific colours a cultural connotation the shape of the symbol the style of the logo (simplistic/illustration/icon) the balance the logo has in relation to the white space around it the contrast the logo has in relation to the space around it the unity the logo creates the way in which it accurately portrays the brand (remember a logo is not a brand but the foundation) its distinctiveness how visible it is from a distance (would you spot it instantaneously on a billboard?) its useability - is it adaptive to any environment (nike/apple/coco chanel) its memorability - Disney/MacDonald's/Google its universality its durability - all logos should be designed for longevity timelessness Are there any logos that you particularly dislike? Why? Only THREE things that are mandatory: it must be attractive it must be reproducible in one colour it must be reproducible in exceedingly small sizes (from a ballpoint pen to a billboard) Budget, Timeframe & Management Do you have a budget in mind for the new logo? Yes No How many revisions or concepts would you like to see? (this may vary - depending on the brief) Do you have a deadline that needs to be considered? Who will be the internal decision maker/s on this project? Who will giving feedback and approvals? The less decision makers, the better - too many cooks, spoil the broth Will there be anyone else involved in this project? Any third party sub-contractors Agencies Freelancers Other How frequently would you like to meet? Weekly? Monthly? Is there anything else you'd like to add that we haven't already covered? Finally, would you need a brand guideline manual (this is especially useful for large companies to protect the integrity of the logo, the subsequent visual system and the brand References: Katy Cowan Adams Moroika (Logo Design Workbook) Marc English (Designing Identity : Graphic Design as a Business Strategy) Close Menu