You are starting a business. So you feel you need a logo design. Simple, isn’t it?
As most small businesses owners, you don’t use logo design services every day. Soon you start to understand that a logo is far more than just a fancy sign you put on your business cards. And knowing that, you are thinking about how you can articulate the vision you have about your business to your designer in the best way possible.

It is perfectly normal that you feel confused about what information you need to share with your designer, when you first meet him.

tumblr_nk2gt7tTm61unvjdko1_1280In reality, what you are there for is far from a simple logo symbol. You are there for a  strategy about how to use this logo and other visual cues, in order to create a memorable experience for your customers. And this is not to be taken lightly.

When done right, what you get far from a mere symbol. Your business becomes a living, breathing being, which people interact with, are interested in, and remember. With the right face you can get people excited about what you are offering.

Having people excited about your business can be very nice, but you are still not really sure how to get there.

A good designer should be able to guide you through the process of gathering all the information he needs to do his magic. Even if this doesn’t happen, the more information you provide him upfront, the less problems you will have in the later stages of the project.

If you are feeling unsure about what information to give your designer use this list of the most important questions you need to answer before hiring your designer.

Here are the questions you need answered:

1. Goal setting

  • What is the goal you are trying to achieve through your design/redesign?
  • Do you have a specific problem that you want to address with the design?
  • Are you trying to introduce your business to a new audience?
  • Are you trying to improve the public perception for your business by your audience?
  • Are you trying to improve the overall perceived value of your business/product in the eyes of your current audience?
  • What are your current budget restrictions? 

2. Identify your ideal customer

  • Are you dealing with end clients or with other businesses?
  • How does your customer look and act like?
  • What education and knowledge does he/she have?
  • Does he/she have some specific need in his life you are addressing with your business/product?
  • What are your ideal customer’s interests?
  • What are your ideal customer’s aspirations and goals in life?
  • What are his/her major problems and roadblocks?

3. Identify your business/product

  • How does your business/product solve your ideal customer’s major problems and roadblocks?
  • Who are your major business inspirations? 
  • Who are your major competitors?
  • What differentiates you from your competitors? What is your unique selling point?
  • What designs inspire you and resonate with you personally?
  • Imagine your business is a person. List 5 major character traits he possesses.
  • Describe your business/product in a single sentence.
  • Does your business have a higher purpose? A core ideal you believe in beyond profit?
  • Do you have any previous brand elements, that should be taken into consideration by your designer?

Most designers pine for freedom. Really, design is not about artistic expression, it is more of a problem solving discipline. Best designers tend to thrive in limitations. Limitations are there to provoke our creativity in search for a solution.

Give your designer the right limitations, and then see him convert them into advantages. But once you give your him all the information he needs, leave him work his magic.


Keep all of this in mind, and your business will be living, breathing, and thriving with its new face and newly found audience in no time.

Have any comments or more questions about how to communicate with your designer? Be sure to leave a comment, or hook me up through my contact page.

You think that this article can help a friend? Be sure to share it then!

If you find these questions useful and want to save them for later, you can get them as part of my Brand statement cheat sheet. You can find out more about it here:

http://embrand.me/branding-your-small-business/

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