Questions to ask before you start a logo design

Summary

In this video, Matt Brunson from Flux Design offers nine essential questions to ask clients when starting a design project, such as a logo. These questions help in understanding the client's needs, the project's history, the target audience, and competitors. Brunson emphasizes the importance of a clear brief for successful project outcomes, discussing aspects like brand recognition, visual assets, and desired brand feelings. The video is a guide for designers to create strong briefs and ensure alignment with client expectations.

Takeaways

• 📝 Importance of Understanding the Brief: The video emphasizes the significance of nailing the brief by asking the right questions to understand the client's needs.
• 🗣️ Engaging with the Client: Starting with an open question like 'Tell me about your project' helps to ease the client and gather information about their business or organization.
• 🔄 Reviewing Existing Visual Assets: It's crucial to review any existing logos or visual assets and understand the client's thoughts on them, which can guide the evolution or rebranding process.
• 👀 Target Audience Identification: Knowing who the client's customers or key stakeholders are helps in designing something appropriate for the intended demographic.
• 🏆 Competitor Analysis: Understanding the competition helps in creating a logo that demonstrates category credentials while also standing out.
• 📍 Logo Applications: Knowing where the logo will primarily be used (digital, print, physical products) is essential for designing a flexible and effective logo.
• 🔠 Brand Name Clarity: Ensuring the correct spelling and considering a shortened form of the brand name for the logo is vital for clear communication.
• 🚫 Must-Haves and Must-Nots: Identifying any design elements that must be included or avoided helps in aligning the design with the client's brand identity.
• 🌟 Emotional Impact: The logo should evoke a specific feeling or personality that aligns with the brand and the experience it aims to deliver.
• 🎯 Defining Success: Establishing clear goals for what makes the project successful helps in setting expectations and measuring the outcome against these objectives.
• 🔍 Contextual Awareness: Being aware of cultural or sector-specific associations with certain colors or design elements is important to avoid misunderstandings or misrepresentations.

Q & A

What is the main focus of the video?

The main focus of the video is to provide nine key questions that a designer should ask their client to create a strong brief for a design project, specifically for logo design.

Why is nailing the brief important for a design project?

Nailing the brief is important because it helps the designer understand the client's needs, ensuring the final design meets the client's expectations and objectives.

What is the role of Matt Brunson in the video?

Matt Brunson is the presenter of the video, providing guidance on how to effectively communicate with clients and create a comprehensive brief for design projects.

Why did Aaron Draplin create 'The Lawn Tender' logo?

Aaron Draplin created 'The Lawn Tender' logo to help his friend, who had lost his job due to the pandemic, get back to work by starting a lawn mowing business.

What is the significance of the example of Collins rebranding Spotify?

The example of Collins rebranding Spotify demonstrates the importance of retaining brand recognition elements, such as the icon, while updating the brand with a broader color palette for a more dynamic identity.

Why is it important to know the audience for a design project?

Knowing the audience is crucial because it helps the designer create a design that appeals to and resonates with the target demographic, ensuring the design is appropriate and effective.

What is the purpose of understanding the competitors in a design project?

Understanding competitors helps the designer create a design that demonstrates parity with the category while also ensuring the design stands out and differentiates from the competition.

Why is it necessary to know where the logo will appear?

Knowing where the logo will appear is necessary to ensure its flexibility and effectiveness across various applications, whether digital, print, or physical products.

What should be considered when determining the brand name for a logo?

When determining the brand name for a logo, considerations include correct spelling, a potentially shortened form for better fit, and the possibility of adjusting the name for better brand communication.

Why is it important to ask about must-haves or must-nots in the design brief?

Asking about must-haves or must-nots helps the designer understand specific client preferences or restrictions, ensuring the design aligns with the brand's identity and avoids potential missteps.

What is the significance of understanding the feeling or personality the brand wants to evoke?

Understanding the feeling or personality the brand wants to evoke is important for creating a design that communicates the right message and connects emotionally with the target audience.

Why is defining a successful project important in the design process?

Defining a successful project is important because it sets clear goals and expectations, allowing the designer to align their work with the client's vision and measure the project's success against agreed-upon criteria.