Logo Design Fundamentals, Part 5: Important Questions

    Jennifer Farley

    Previously, we’ve looked at the three main categories of logos:

    Before a designer goes on to create a logo there are two most basic questions that need to be answered:

    • Who is the client?
    • Who is the audience?

    The logo will grow from the answers to these questions. The graphic designer is the problem solver, but rather than imposing an idea on to the problem, the problem itself should dictate the solution.

    Who is the client? This question addresses the companies goals, values, current and future business. Where does the company want to be in five years or ten years time? Finding out what the client is offering and promising to their audience is very important.

    Who is the audience? Is it females who love Pilates? Is it teenage boys who enjoy running? Is it children (or their parents) who like building blocks?


    To find out the answer to these big questions, the designer needs to … ask more questions.

    About The Company

    • What is the client’s business? What is their purpose?
    • What is the marketing objective and why do they want a new logo?
    • What are the current goals?
    • What are the long term goals? What is the plan for 5 years, 10 years, 20 years time?
    • Who are the client’s main competitors?
    • What is the culture of the client? Are there certain behaviors that make it different to its competitors?
    • Leaving economics behind, what is the client’s mission?

    About The Audience

    • Who is the client’s current audience? Where? When? Why?
    • Is the client attempting to gain a new audience?
    • How does the audience currently view the client?
    • How does the client want the audience to see the new brand?
    • What response should the target audience have to it?

    Answering these questions helps to get down to the nitty gritty of what the company and their audience is about. Once you figure this out, only then is it time to start talking about colors, type and symbolism.

    What other questions would you add to this list that would help you find out more about the company and its audience? Please add your own questions.