5 questions your logo designer will ask before designing your logo.

Are you about to start your own business? Do you feel the pressure of getting your logo right? Let’s see what questions your logo designer will ask before designing your logo, so you know what to expect.

The logo is the major visual representation of your brand. It’s the first thing people see of your brand and they see it ALL. THE. TIME. On your website, your products, price tags, business cards, social media pages, marketing material etc. Your logo might even appear on other peoples marketing material when you sponsor someone or place an ad for example. It has to tell your brand story to the world, and it has to do this in one small image. No pressure right!

Before they start to do their magic, here are some questions your logo designer will ask before designing your logo.

One of the first questions your logo designer will ask (if you haven’t already told them) is:

1. What’s the name of your business?

Now you might think, come on Mara, isn’t that obvious?! Well no, you’d be surprised how many people want a logo when they don’t have a definite name yet. This is a near impossible task for a designer because a name controls so many elements of the design and will provide your designer with inspiration on where to start. If you get a logo designed first and then try to apply it on a newly chosen name you might have missed the opportunity to get a logo that works perfectly with that new name. Naming your business is one of the hardest things to do and it’s normal to be craving some visuals but if you want to rush this part of the process you could be selling your business short.

The second question they will ask is:

2. What do you do?

Or what’s your business all about? Basically, what are you trying to say with your logo? A logo for a business that sells handmade wooden toys for children will have to convey a completely different story than the logo for a rock band or a bank. But even a logo for local handmade organic babywear will be very different than its mass-produced counterpart. This is because their target audience is different which leads me to the next question your logo designer will ask.

3. Who is your target audience? And more importantly, what do they value?

Different people have different values which will resonate with different brand stories. A logo needs to show these values and stories in a quick glance. If you think about how many logos you see in just one day and how long you look at them you realise people don’t spend a whole lot of time to think about what the logo is trying to communicate. It all happens in the blink of an eye. So you have only seconds to resonate with your audience. If your audience is 15-year-old girls who are into horses you will need to use different visuals to attract them to your brand or business than when you’re trying to sell watches to middle-aged men.

4. Who is your competition?

Your competitors will likely have a similar audience to you. And they would (or should!) have looked at what attracts that audience when they had their branding designed. You can have a look at what logos they use and why you think they work (or not). Then you can decide if you want to blend in with them or stand out from the crowd.

5. Which logos do you like (or dislike) and what do you like about them?

These logos can be from any business, they don’t need to be in the same industry or even have the same audience. In the end, you live and breath your brand so you have to like the look of the logo. Do you like minimalistic logos that are only the name of the company without a separate visual element. Or is it a specific colour that keeps on jumping out at you. Do you like handmade details, like watercolour or handwritten typefaces? If there are certain elements you don’t like about logos, please share them with your logo designer as well. This will be of great use to them and save valuable time in the design process.

If you’re currently in the process of getting your logo designed and have some more questions or need some advice, please feel free to send me an email at mara@paperwhale.com.au I’d love to chat!

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