Logo design questionnaire
The questions to ask a client before you design a logo or a brand identity, and why each one matters. Copy them as they are.
Logo design questionnaire
11 questions. The first seven fit every project; the rest are for logo design.
What’s the business or brand called?
Why ask: You need the exact name before anything else. Spelling mistakes in a logo are expensive.
What does the business do?
A sentence or two is enough.
Why ask: In their own words, you hear how they see the business. That’s often different from their website.
What should this project achieve?
Why ask: This is how you’ll both judge the work later. “Look modern” is a style. “Get more bookings” is a goal.
Who are we trying to reach?
The people this work is for: who they are and what they care about.
Why ask: You design for the people who will see it, not for the client. This keeps feedback about them.
What should people think or feel when they see it?
A few words is fine.
Why ask: A few words here save rounds of “I’ll know it when I see it”.
What do you like, and what should we avoid?
Brands, links and examples welcome.
Why ask: Examples show taste faster than words. What to avoid matters just as much.
Anything else we should know?
Key dates, must-haves, anything we haven’t asked.
Why ask: Dates, must-haves and surprises come out here, before they wreck the plan.
How should the name appear, and is there a tagline?
Exact spelling and capitals.
Why ask: Capitals and spacing change how a mark is drawn. Get them right first.
Where will the logo be used most?
Web, signage, packaging, social…
Why ask: A logo for a street sign and one for an app icon need different detail.
Is there an existing logo or anything we should keep?
Why ask: Clients are often attached to one color or symbol. Find out before you throw it away.
Who are your main competitors?
So the new identity stands apart from them.
Why ask: You can only stand apart from brands you know about.
How to use this questionnaire
Send it before you quote, so the price matches the work. When the answers come back, list what’s still missing and ask again before you plan.
See the questions answered in the logo design brief template, then turn the brief into a dated timeline. Other project types are in the client questionnaire.
Send these as one link your client fills in.
With Briefscope, your client answers one question at a time on their phone. No account, no attachments. You get the answers read and sorted.
Free during beta, and 3 months after. No card needed.