Some Things to Consider Before Talking to a Designer
Over my 40-year career, I’ve created logos and identity packages for a variety of businesses and organizations, and no matter the size of the operation the process always begins in the same place—with me asking a series of questions. The answers help me determine the best approach to creating a logo that not only does the best job of representing the client, but always works in whatever application might be needed. Though clients often want to jump right in determining colors, fonts, and/or symbols, I’ve found that taking the time to consider these points upfront will ensure that the final product does the job 100%. Let’s take a look:
What is the full name to be used?
This includes asking if the name is a registered trademark, if an acronym is commonly used, if special punctuation/capitalization is to be used, and if a tagline is to be included (and if so, always or only sometimes).
Are there already design elements in place that the logo needs to coordinate with?
This can include anything from interior design (in the case of a restaurant or other business with an existing physical presence), existing products/services, or a parent company of some type.
What are the final uses for the logo?
This includes a number of detailed sub-questions (depending on the nature of the business/organization) such as:
What is the smallest/largest size you anticipate the logo needing to print? (For example: as tiny as a lapel pin to as large as a billboard)
Will the logo be used in ink-on-paper printing? (This can cover everything from B&W/Color print ads in newspapers and magazines to use in brochures, annual reports, and other publications.)
Will the logo be used in a website?
Will the logo be used in Social Media sites (as a profile pic? In the header?)
Will the logo be used in product packaging?
Will the logo be used on swag for customer/employee premiums? If so, what types?
Will there ever be a need to have the logo animated for video?
Is this a stand-alone logo? Or will it be the umbrella logo for subsidiary businesses down the line?
What is the target market for the logo?
Do you have any market research to offer on their tastes? Preferences?
Do you have examples of logos for successful competitors?
Considering these questions in advance of talking to a designer will help you determine what you really need from your logo/corporate identity and allow you to go in with knowledge on your side. The answers will have a definite impact on everything from color and font choice to the overall shape and design of the finished product. A designer who does not ask questions like these is not doing their full job. A logo, like every other design project, is a problem to be solved and one needs to know the parameters before the best solution can be found.