How I Approach Logo Design - A Checklist
I recently had a client who wanted a logo designed for a line of diet bars. While I was interviewing him before starting my designs, one of my questions sparked an interesting answer from him.
He said he was afraid of his diet products appearing “too diet”. He wanted something more “frivolous and comfortable” which is something I never would have guessed or designed for. How much time would he and I have spent if I hadn’t known this?
Because he had no problem with full disclosure, he and I had a great working relationship. After the initial logo was done, he hired me on to do six others for some other health products.
So, the obvious rule that needs no stating:
You never know what the client wants unless you ask.
Though I regrettably haven’t always done this, nowadays I check all of the following with my clients before I so much as put pencil to a stray napkin. This not only ensures the work goes faster, but that the client will ultimately get what he asked for. That alone will keep you in business as a designer for a long long time.
Here’s my checklist for logo design. Feel free to use any, all or none of it as you wish.
Logo Design Checklist
- Is the logo for the company or a product?
- What is the overall mood of the company?
- Playful?
- Serious?
- Ultra-professional?
- Should the logo reflect the mood of the company or is it stand-alone?
- Do you envision something techy or more organic?
- Any colors you have in mind?
- What is the primary product of the company?
- What are the demographics of your customers?
- Who is your competition?
- Where will the logo appear on a product?
- Letterhead?
- Business cards?
- Television?
- All of the above?
- What is the purpose of the logo?
I know that last question is a little weird. You may even get some blank stares when you ask a client what the purpose of a logo is. After all, every client knows the purpose of a logo is to be as famous as McDonalds! But get it answered anyway.
And if your client doesn’t know how to answer one of these questions, make sure you spend even more time clarifying milestones and the end-product. Any project that’s even slightly nebulous at project outset has a tendency to grow horns and cloven hooves before it’s done.
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