Designing a logo sounds fun (and it is) but it’s also one of those projects that can go off the rails fast if you don’t ask the right questions upfront. Like, you don’t want to be halfway through sketching ideas only to find out the client actually hates the color green. Or that they wanted something “modern” but their idea of modern is… Comic Sans.
That’s why asking smart questions before you start the designing process is everything. It will help you understand the person behind the brand, the vibe they’re going for, and the space they’re in. That’s how you avoid the dreaded round seven of revisions.
This article walks you through the most important questions to ask before you open Illustrator or grab a pencil so you can save yourself a lot of headaches (and maybe even look like a mind reader).
In the meantime, I also prepared a 30-question free logo design questionnaire template you can grab and send to your client. It’s in PDF and has open questions, multiple-choice questions, and even visual examples for questions that include graphic design terms such as “monogram”, “wordmark” and others.
With this out of the way, here are the types of questions to ask when designing a logo.
Ask About the Brand
Before diving into colors, fonts, or cool shapes, take a step back and just get to know the brand. Like, actually get to know it. Think of it as grabbing coffee with the brand and asking, “So… who are you, really?”
Start with the basics:
- What does the brand do?
- Who’s it for?
- What makes it different from others doing the same thing?
You’re looking for the personality, the energy, and the vibe of the brand. Is it playful or serious? Minimalist or bold? Does it want to come across as super professional, or more like your witty best friend?
Let’s say you’re designing for a local coffee shop. If they tell you they’re all about community, comfort, and “the coziest cup in town,” you might lean into warm colors, hand-drawn elements, maybe even a logo that feels like a hug in visual form.
Also ask about the brand’s story. People light up when they talk about how it all started, and those stories can give you gold. Maybe the business grew out of a childhood obsession, or maybe it’s a total career switch fueled by passion. That kind of backstory can help you create a logo that actually means something.
The more you understand the brand, the more your logo will feel like them—not just something that looks cool.
Questions you may consider for this part include the following:
✅What is your brand’s name?
✅What products and services do you offer?
✅Who are your ideal customers?
✅How do you envision your brand’s image?
Ask About the Competitors
Alright, now that you’ve got a feel for the brand itself, so you can confidently zoom out a bit and look at who else is in the game. Asking about competitors will help you understand the landscape so you can design something that actually stands out and looks different and better.
Start simple:
- “Who are your main competitors?”
That question alone can open up a goldmine. You’ll want to check out their logos, their styles, their colors, their vibes. Are they all going for that ultra-modern, sans-serif, techy look? Or are they stuck in the swooshy 2009 startup phase?
Here’s where it gets fun! Once you’ve got a list of competitors, ask the client what they like or don’t like about those logos. Maybe they’ll say, “Ugh, I hate how busy this one looks,” or “This one feels too stiff.” Awesome! Write that down. That’s usable info. You’re getting clues about what to avoid and what to lean into.
And don’t be afraid to dig a little. You can ask:
- “Do you want to look totally different from them, or just a better version of the same vibe?”
- “Are there any industries outside yours that you think look cool or interesting?”
Because sometimes the best logo comes from breaking the rules in your category entirely.
Say you’re designing for a small-batch coffee roaster, and every competitor in town is going for that minimalist, all-black, super-serious aesthetic. But your client’s vibe is more cozy, quirky, and neighborhood-y. Maybe your logo leans into color, texture, or even hand-drawn type to instantly set them apart.
The goal here is pretty straightforward: know the crowd, so you don’t accidentally become part of it.
✅What makes your company different?
✅Is there anything you dislike about your top competitor’s branding choices?
Ask About the Logo
Okay, with this out of the way let’s talk about the actual logo. Sounds obvious, but you’d be surprised how many people skip right to design without really digging into what the client wants or doesn’t want.
Start with the basics:
- “Do you have any ideas already?”
Maybe they’ve got a doodle on a napkin, maybe they’ve seen something on Pinterest they liked, or maybe they just know they hate circles (hey, it happens). Even if their ideas are all over the place, it’s gold because you’re going to understand what’s in their head.
Then ask about the vibe. Is this logo supposed to feel playful? Sleek? Handmade? High-energy? Chill and minimal? People won’t always have the right words, but you can help them out if you throw out some examples. “More like Nike or more like Ben & Jerry’s?”
Also, ask what they don’t like. Some clients have serious logo trauma. Maybe their last logo had a font that looked like it came from 1997. Maybe they hate anything with a gradient. Knowing what to avoid is just as useful as knowing what to include.
And don’t forget the practical stuff.
- Will this logo need to work on super small things, like app icons or business cards?
- Will it ever be embroidered on shirts or stamped into packaging?
- Is it going to live mostly online or out in the real world too?
To sum up, here are typical questions for the overall preferences of your client regarding their new logo:
✅Are there any elements you want in your logo design?
✅Do you have any visual preferences? What about constraints?
✅Do you want your logo to include: only text, text, and a visual, or only a visual?
✅Does your logo have a tagline?
Ask About the Style
Style is where things start getting visual, and honestly, this part can be super fun or super vague. Some clients will show you Pinterest boards, color palettes, and fonts they’re obsessed with. Others will just say, “I want it to feel modern,” and you’re left guessing what “modern” even means to them (spoiler: it could mean literally anything).
So, here’s where asking the right style questions saves your sanity. Try things like:
- “Are there any logos out there that you love, or totally hate?”
- “Do you like clean and simple, or more detailed and expressive?”
- “Are you into bold colors, soft tones, black and white, or all of the above?”
If they get stuck, pull out a few visual references. Sometimes people don’t know how to describe what they like until they see it. A quick mood board can go a long way.
Also, don’t be afraid to talk about what doesn’t work. Clients often have strong reactions to certain looks, and knowing what they want to avoid is just as helpful as knowing what they’re into.
Here are some questions to ask when designing a logo regarding you’re client’s style preferences:
✅Are there any well-known logos you like?
✅What emotions or meanings do you want your logo to convey?
✅Which type of logos do you believe best represents your brand?
✅What colors would you like in your logo?
✅Are there any colors you specifically DON’T want in your logo?
✅Is there a particular font you want for your logo?
✅What style of font do you feel best represents your brand?
Ask About the Project Details
Alright, time to get into the nuts and bolts. This part of your brief will give you all the project details upfront.
First ask about the deadline. It’s a great practice to ask if there’s a reason behind that date. Maybe they’ve got a product launch, a trade show, or their mom’s birthday party they’re trying to debut it at. Knowing the why behind the when helps you plan smarter.
Next, check how they want the logo delivered. Are they expecting files for web, print, embroidery, or other media? Some clients will just say “oh just send me the logo,” but what they really mean is “I need vector files, PNGs with transparent backgrounds, a favicon, and maybe a black-and-white version too.”
And lastly, ask about the budget. It doesn’t have to be awkward—just frame it as “so I know how much time and polish to put into each phase.” Some client think a logo takes ten minutes and a magic wand. Others want a full brand book with matching unicorns. It’s good to know where they land.
Questions about the practical bits of your logo project may include the following:
✅What is your budget?
✅How do you plan to use your logo?
✅Would you like additional brand design services with the logo, such as business cards, envelopes, letterheads, promotional products, etc.?
✅Do you have any additional notes, comments, requests, or concerns?
There you have it! These were the key questions to ask when designing a logo that’ll help you get on the same page as your client from the start. You will be able to avoid the endless back-and-forth of revisions and become the designer who “just gets it,” in your client’s eyes.
You can also learn more graphic design insights if you read the following guides:
