Let’s talk about logos. They’re way more than just pretty designs – they’re the face of your brand. Before you start sketching ideas, though, you’ll want to think through some important stuff. I’ve got 10 questions to ask before designing a logo for your brand that’ll help you nail it.
Designing a logo for your brand is more than just creating a visual—it’s about making a lasting impression. Your logo is the cornerstone of your brand identity, so it’s essential to get it right from the start.
Before diving into the design process, you need to ask some crucial questions to ensure your logo design reflects your brand, connects with your audience, and stands out from competitors.
Wondering what to ask before designing a logo? Here are the 10 essential questions every brand should answer to create a successful and memorable logo.
Table of Contents
10 Questions to Ask Before Designing a Logo for Your Brand
Andrew – The Logo Creative™ sketching the Viso Roofing logo design.
In this guide, we’ll outline the 10 key questions you should ask before designing a logo for your brand, to help you create a memorable, timeless, and scalable logo that speaks to your audience. Answering these questions will also help streamline the logo design process and ensure that the outcome aligns with your branding and marketing goals.
1. What’s your brand all about? – The Core Message
Get clear on what makes you, well, you. What matters to you? Why do you do what you do? Your logo should show all that. Like, if you’re all about shaking things up, go modern and sleek. If you’re more old-school, maybe stick to the classics.
Ask yourself: “What message do I want my logo to convey?”
- For example, if your brand stands for innovation, you may want a modern, sleek design. If your brand is more traditional, a timeless, classic logo may be more appropriate.
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By defining your core message early, you can create a logo that resonates with your target audience and reinforces your brand’s mission.
2. Who are you trying to reach? – The Target Audience
Think about who needs to love your logo. Young tech crowd? Maybe try something bold. Lawyers and accountants? Probably want to keep it polished.
Ask: “Who is my target audience, and what appeals to them?”
- If your audience is younger and tech-savvy, you might want a bold and innovative design. For an older demographic, a more sophisticated or classic look might be suitable.
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Understanding your audience ensures that your logo not only looks good but also connects emotionally with the people you’re trying to reach.
3. What’s Everyone Else Doing? – The Competitors
Take a peek at other logos in your field. Not to copy – just to know what’s out there? Then do something different enough to stand out, but not so different it looks weird.
Ask yourself: “How can I differentiate my logo from competitors?”
- Look at the design trends in your industry and think about how your logo can break away from the norm while still maintaining relevance.
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Your logo should distinguish your brand from competitors while still fitting within the industry expectations. Striking this balance will ensure that your brand looks unique but still communicates professionalism.
4. What Colours Feel Right? – The Meaning of Colours
Colours matter more than you might think. Blue makes people trust you. Red gets them excited. Green feels natural or growing. Pick colours that tell your story without saying a word.
Ask: “What colours align with my brand’s message?”
- For example, blue often represents trust and professionalism, red conveys passion or urgency, while green is associated with growth or eco-friendliness.
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Choosing the right colors for your logo can significantly influence your audience’s perception of your brand and play a key role in brand recognition.
5. Words or No Words? – Icon, Type or Both?
Sometimes just your name works best – think Google. Or you might want a cool symbol. If you go with words, the font matters a lot. Clean, modern fonts look professional. Handwriting styles feel more personal and creative.
Ask: “What font will best represent my brand?”
- If you opt for a text-based logo, you’ll need to select a font that reflects your brand’s personality. A modern sans-serif font gives a clean and professional look, while a handwritten font can convey creativity and personalization.
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Typography is not just about selecting a font; it’s about choosing a font that complements your brand’s identity and message.
6. Where’s This Logo Going to Show Up? – Versatility & Scalability
Think about all the places you’ll use it. Websites, business cards, maybe even the side of a truck! Your logo needs to look good whether it’s tiny on a phone screen or huge on a billboard. Trust me – this matters more than people think.
Ask: “Will my logo look good in different sizes and formats?”
- A logo that looks great on a website may not work as well on smaller promotional materials like pens or badges. Make sure your logo is adaptable to various mediums and still looks crisp when scaled down or blown up.
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Designing a scalable logo ensures that your brand looks professional no matter the medium or size.
7. Want to Add a Catchphrase? – The Tagline!
If you’re just starting out, a tagline can help explain what you do. But don’t force it – sometimes less is more. If your tagline is turning into a paragraph, maybe skip it.
Ask: “Does my brand need a tagline in the logo?”
- If your brand has a well-known tagline, incorporating it can strengthen your identity. On the other hand, if your tagline is too long, it may detract from the visual appeal of the logo.
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If you do include a tagline, ensure it complements the design and doesn’t overwhelm the logo itself.
8. What Kind of Logo Suits You? – The Logo Style!
You’ve got options here. Could be just your name styled nicely (like FedEx). Or your initials done up fancy (think IBM). Or a symbol with your name (like Starbucks). Go with what feels right for your business.
Ask: “Which logo style will best represent my brand?”
- Wordmarks focus on the brand name (like FedEx), while lettermarks are stylized initials (like IBM). Emblems are logo designs that include text within a symbol (like Starbucks).
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Pick a style that fits both your brand’s identity and your audience’s expectations. The right style will convey professionalism, creativity, or tradition, depending on what your brand stands for.
9. Will it Still Look Good in Five Years? – Think Timeless!
Here’s the thing – try not to chase trends. They come and go fast. Keep it simple and clean. The best logos look just as good years later as they did on day one.
Ask: “Is my logo timeless or just trendy?”
- Avoid relying too heavily on design fads that may not last. Instead, aim for simplicity and clarity. Timeless logos focus on solid design principles like balance, symmetry, and functionality.
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Designing a timeless logo ensures that your brand remains relevant as the market and design trends evolve.
10. How Should it Make People Feel? – The Emotional Response!
Finally, a great logo doesn’t just look good—it makes people feel something. The emotions your logo evokes should align with the feelings you want your customers to have about your brand.
Ask: “What emotions do I want my audience to feel when they see my logo?”
- Is your brand fun and playful? Or is it serious and professional? Every design choice, from color to typography, should align with the emotional message you want to convey.
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A logo that evokes the right emotions can help build a deeper connection with your audience and increase brand loyalty.
Here’s The Bottom Line
Creating a logo design isn’t just about making something pretty. It’s about telling your story in the simplest way possible. Take time with these questions. Really think them through. A great logo doesn’t happen by accident – it comes from knowing exactly what you want to say and who you want to say it to.
Get these basics right, and you’ll end up with a logo that works hard for your business and stands the test of time. Pretty neat, right?
Join The Logo Community
We hope you enjoyed these questions to ask before designing a logo. If you would like more personal tips, advice, insights, and access to our community threads and other goodies, join us in our community.
You can comment directly on posts, access our community threads, have a discussion and ask questions with our founder Andrew.
If you’re looking to learn more about brand strategy, we highly recommend eRESONAID with our friend and acclaimed brand strategist and author Fabian Geyrhalter, it’s packed full of knowledge and insights you will need to learn to become a brand strategist or apply what you learn within your own business.
Author Bio
Andrew Marriott is the owner and founder of The Logo Creative™. He is an award-winning designer with over two decades of experience designing logos and specialising in branding for companies worldwide.
FAQ – Questions to Ask Before Designing a Logo
What should I consider before designing a logo?
Before designing a logo, consider your brand’s core message, target audience, colour choices, and how you want to stand out from competitors.
Why is it important to ask questions before designing a logo?
Asking the right questions ensures that your logo accurately reflects your brand, connects with your audience, and supports long-term brand recognition.
What colours work best for my logo?
Choose colours that align with your brand’s personality. For example, blue conveys trust, while red evokes passion. Select colours that reinforce your brand’s message.
How do I choose the right font for my logo?
Select a font that represents your brand’s character. A modern sans-serif font suggests professionalism, while a handwritten font feels more creative and personal.
Should I include a tagline in my logo design?
Including a tagline can strengthen your brand identity, but ensure it doesn’t overwhelm the design. Taglines work best for newer brands needing additional context.
How can I ensure my logo stands the test of time?
Avoid trendy designs. Focus on timeless elements like balance, simplicity, and functionality to ensure your logo remains effective over time.
What questions should I ask before redesigning my logo?
Ask how your brand has evolved, what message you want to convey, and whether your current logo resonates with your target audience.
Why is scalability important in logo design?
Scalability ensures that your logo looks sharp and professional across different platforms and sizes, from websites to promotional materials.