The Creative Brief: Questions to Ask Before Designing a Logo 27

Apr 14, 2009 / Erik Peterson

Before beginning a logo design, consider gathering the necessary information for the job at hand. Some people call it a discovery process, creative brief, introduction meeting or creative interview. I like to call it a creative brief, but whatever you want to call it, just make sure to do it before you begin designing the logo.

The goal of this logo design creative brief is to grasp the essence of the company. This will be your jumping off point for the logo design concepts. What do you want the viewer of this new logo to walk away with? How should they remember this company?

Basic info:

Company name, What word(s), letter(s) or icon(s) should be included in the logo? What are the organization’s values and/or mission?

Project Objectives:

What is the purpose of the logo project? i.e., stand out from competition, identify a new product, upgrade the company image, etc. Keep in mind a creative approach can be developed around a primary and secondary objective only; no single creative vehicle can accomplish more effectively. If there is a current logo, why is it being refreshed?

Product or Service Description:

What are its features? i.e., specifications, manufacture, components, delivery, etc. What is it that makes this product or service different or unique from the competition?

Target Audience:

Who are your readers/viewers/customers? i.e., age, sex, job titles, social/economic conditions, employment, geographic concentration, etc. Do they already know about your product or service? What motivates them? Why do they want this product?

Competition:

Who is your competition? How are you different from them? What do the competitors logos look like? What colors are being used?

Distribution:

Are there any production considerations? i.e., needs to work as one color or at very small sizes, etc. How will the logo be reproduced? i.e., offset printing, web, silkscreen, embroidery, embossing, etc.

Creative Considerations:

What limitations or constraints do we have? i.e., schedule, budget, etc. What are some logos you like/dislike? What is it that you like/dislike about them?

Most Important Point:

Most communications leave only one overall impression. Is there something specific the viewer should remember about the company after seeing the logo?

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27 Comments so far. Keep 'em Coming.

By joyoge designers' bookmark

04.14.2009 at 05:22 PM

great article thanks for tips..

By Fabian

04.14.2009 at 09:20 PM

Great Article! I also add ” Which logos in my portfolio do you like the most?”, this is a very quick way of judging their style. Finally ” What is your budget?”, this is a double edged sword as you have some clients that will come out and say $xxxxx whilst others test the water ” What are your rates?”.

By Phil

04.15.2009 at 08:22 AM

Great article. I’ve been wanting to put together a list like this for a while! Thanks for the help!

Do you folks think it’s okay to send clients to sites like logopond where they can sort through some great visual identities and get ideas?

You kinda hit on this with question #5 ‘Competition’ but should we ask what brands they feel are strong? or have a similar feel to what they are looking for?

By Nat014

05.04.2009 at 03:05 PM

Thanks for the tips. Great article and good points.

By Christine Custodio

06.09.2009 at 08:42 AM

I thought this was a great article to read. It definitely helps new incoming designers know more about the specifics they need to ask clients to fully understand what they want and to help visualize the design.

By Kamayana

06.12.2009 at 01:39 AM

nice, thanks for sharing !

By accounts outsourcing

07.08.2009 at 02:14 AM

Great work…
Keep up the good work…
Regards,

By elliminate cellulite

07.14.2009 at 02:48 PM

Great article. I�ve been wanting to put together a list like this for a while!It definitely helps new incoming designers know more about the specifics they need to ask clients to fully understand. Thanks for the help!

By jane@free reminder

07.16.2009 at 06:08 AM

I always ask my client for the ubiquitous list of adjectives that describe their company… between 10 and 20 usually suffices. i also ask them for things that inspire their work, their philosophy, et al. everything else (competitor’s logos, creative direction, inspiration) requires a handful of hours of researching by the designer.

#10

By make more friends

08.14.2009 at 02:39 AM

You�re really thankful for this post, I�ve been really enjoying checking up your posts from time to time. Looking forward to see your future posts !!

#11

By Kelly O'Neill

08.31.2009 at 09:21 AM

Great article! I would add “What is your budget (or budget range) for this project? This has saved me a ton of time and energy making a proposal for prospective clients. For instance, if a client returns my project interview saying that they want a highly illustrative logo and their budget is $200, I can kindly let them know I’m not their designer.

#12

By apartments for rent in Montreal

12.24.2009 at 11:16 AM

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#13

By elliminate cellulite

01.27.2010 at 05:12 AM

Hello guys!

Great tips and keep up the good work from your site i just get good knowledgeable information…

#14

By Facebook Layouts

01.28.2010 at 05:02 AM

Really great tips and steps to create logs and thanks fopr that information..

#15

By Hollywood Public Relations

03.08.2010 at 12:06 PM

Keep in mind a creative approach can be developed around a primary and secondary objective only.

#16

By orlando wedding photography

04.13.2010 at 05:06 PM

I agree with the above information and probably for the logo designing design should be the impact one and I loved it because this is such a great resource that you are providing and you give it away for free. I love seeing websites that understand the value of providing a quality resource for free.

#17

By Auto insurance

04.15.2010 at 04:55 PM

Probably color choice and design should be important for making logos and font style and moreover thanks for sharing your thoughts…..

#18

By Paydayloan

04.16.2010 at 01:42 PM

For the logo designs letter font and backgrounds should give more exterior and attractive look for that and moreover,I agree with the article information….

#19

By Scotts

05.01.2010 at 04:38 AM

I think it is important to ask if there is a old logo, then if the owner like that logo or not, any idea of how he want to change it. What other logo his like, then it is easier to come out with something the customer like.

#20

By sudoko.com

05.12.2010 at 05:45 PM

very good tips and advice,, cheers

#21

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#22

By peninggi badan

06.23.2010 at 12:29 AM

What limitations or constraints do we have? i.e., schedule, budget, etc. What are some logos you like/dislike? What is it that you like/dislike about them?

#23

By Square Peg Web

06.28.2010 at 02:21 AM