It’s a very exciting time, you have an event you’re starting or your company is getting new branding and that means you need a logo! Yay! What ideas do you have for your logo? Oh, you don’t know but you’ll know it when you see it. Actually, you won’t . You will be presented with a logo that meets your needs, your wants, it has flexibility, it’s super cool and timeless. And you won’t be feeling it. Trust me, been there done that. So what’s the answer? Thanks for asking, because I do have the answer. If your designer (because you are using a designer, because you wouldn’t do this yourself and your sister’s kid is SUCH a bad idea) doesn’t have you answer a questionnaire use this one and go over each answer with your designer. It will so help you know what you want, what you need and even things you didn’t consider.
Start with image:
- What is the essence of your business/event?
- What direction do you see your business/event going (larger, global, high end)?
- What does the business/event look like in five years, ten years?
- Think of three or four words that you want people to think of when they see the logo
- Come up with several yin/yangs about your business, for instance: Classic vs. edgy, expensive vs. cheap
- If the new logo is a revamp, what works, what doesn’t?
- Do you want a word mark or a symbol? (Think IBM, or Apple-apple icon)
- Describe your demographic, will it change? Will you age with it or will you expand that appeal, what about attracting those with a higher income?
- To whom does the logo need to appeal too? (i.e., wholesalers, retail, customers) rank them from the most important to the least.
- Who’s the competition? Provide copies of the logo or even better, web sites. This applies to events as well
- What makes you different from your competition? How are you better? Because we know you are.
- Search out some logos–you can do this even when watching TV. Find logos you like, they do not need to be logos that pertain to your field. Find some you don’t like. Finding logos you don’t like could very well be more important that you imagine.
- What should I, as the designer know, anything to avoid?
- Last thoughts–don’t skip this one. As you answer the above questions you may formulate some ideas, share.
One last thing. If you have more than one person use this questionnaire, give it to your designer ahead of time. In a perfect world, they will go over the answers, make notes then when you meet they will be prepared. P.S. You can use this questionnaire for developing a branding for your company or event. Lastly, a thank you to Leslie Cabarga for providing the template for these questions.