One of the most critical steps in any project, particularly in branding and logo design, is the discovery phase, where you gather information through a series of questions to form a comprehensive picture of your client’s business or profession. In this post, I’ll share the questions I typically ask my clients before starting on a logo design or when working on a new brand identity. This assumes you’ve already agreed on the cost, timeline, and other details, and you’re ready to begin.
I regularly update and modify these questions. You might find that they need adjustments to suit your own process better, but generally, they should help you understand your client’s project fully and provide a clear starting point. I’ve also included brief explanations under each question to clarify the purpose or intent behind it, which is also something I do for the client to ensure everything is crystal clear.
1. What is the full name of the business or product?
This question will clarify how the client wants the name of their business or product to appear in the logo, in both languages, and whether there’s a slogan or tagline that needs to be incorporated.
2. How should it be displayed in the logo?
Does the client want the focus to be on the Arabic or English version of the business name, or both? Do they have a preferred way for the text to be arranged?
3. What type or style of logo are you looking for?
Does the client want a symbol/mark only, text only, or a combination of both? Or do they give you creative freedom to decide what’s best for their brand?
4. Can you briefly explain your business idea?
The answer to this question should give you a clear understanding of the core concept of the client’s business or company and its primary goals.
5. Where is the business based, and where will it operate?
Is the business focused on the local market, or are there plans for expansion? Or is it not location-specific at all?
6. Why do you need a new logo?
This is a crucial question, both for you as a designer and for your client. It helps you understand what’s wrong with their old logo (if they have one) and why they feel the need for a change.
7. Who are your competitors?
Who are the competitors or similar businesses in the field, whether local or international?
8. What sets you apart from your competitors?
What makes your client’s business different, and what unique value do they offer?
9. Who is your target audience?
This includes demographic information such as age, income level, interests, etc., which helps you tailor the design to the appropriate audience.
10. What is the future vision for your business or company?
Are there any plans for new products or services? What is the timeline for these? Understanding this helps you design with the future in mind.
11. What logos do you like?
What logos, whether local or international, does the client like? The goal here isn’t to copy but to understand the styles they’re drawn to.
12. What logos do you dislike?
Conversely, what logos do they dislike, and why? Understanding their reasons can be very enlightening.
13. What impression or message do you want to leave with viewers?
Does the client want to convey luxury, energy, or something else through their brand?
14. Do you have a specific style in mind for the logo and branding?
(Traditional, modern, simple, complex, with hidden meanings, etc.)
15. Are there any specific elements you want to include?
Are there any particular colors, shapes, or other elements the client feels are essential?
16. Any ideas or suggestions on your mind?
Does the client have any initial ideas or concepts they want to explore? If so, are you bound to execute one of them?
17. Any concerns about the logo and identity?
Is there anything the client is particularly worried about, like leaving a certain impression or how the logo will look in certain contexts?
18. Where will the logo be used?
Is the logo primarily for web use, print, video content, or all of the above?
19. Relevant links, documents, files.
Here, you ask the client to provide any old links, documents, or files related to the project if they exist (e.g., website link, old logo design, etc.).
20. Any other notes or questions?
Any other thoughts or ideas the client has that haven’t been covered in the previous questions.
In conclusion, while this set of questions is tailored for branding and logo projects, I use it frequently with my clients. As mentioned earlier, feel free to adapt or modify them according to your needs and work style. These questions are the result of my experience and multiple refinements, aiming to create a smooth and comprehensive start to any design project.