Branding and logo design, questions and answers
Developing an identity for your business is a creative journey. But it’s founded on a framework of understanding what you do and who you do it for. It’s also a murky area for many. As it doesn’t provide measurable results, it’s often the last thing people want to spend money on.
Successful business owners know that setting up a solid brand or starting with a bespoke logo design helps establish the groundwork needed to get stuck into marketing, promotion and make it easier for third parties to support them.
The starting point is a clear direction. Your brand values affect messaging considerations and design preferences for your logo, making it so much easier to work with designers, copywriters, strategists and internal teams.
Here’s some questions to consider.
Values
What is the company mission statement? This is a sentence or two that explains your company’s goals. It should also weave in some information about what your organisation does and why it exists.
What is the benefit of your product/service? Does it save money? Does it help them increase ROI? Think about how exactly you’re helping your target audience.
Five words that represent your brand. Think about your brand’s personality. How would you describe it? What does it look like?
Three messages your brand needs to communicate. Why does your brand matter? These messages should be relevant to your target audience.
What is the value proposition? How do you solve your customers’ problems? This should explain why someone should buy your product or invest in your services.
Attributes
How does your brand’s image fall between these opposing characteristics?
Masculine/Feminine/Binary
Simple/Complex
Muted/Bright
Quiet/Extravagant
Approachable/Authoritative
Necessity/Luxury
Fun/Serious
Professional/Casual
Modern/Classic
Sporty/Elegant
Extreme/Safe
What colours represent your brand?
Are there any cultural considerations around colour and images?
What words would you use to describe your brand’s image?
What words would you not want to be used to describe your brand’s image?
What attributes and/or emotions do you want to be associated with your brand?
What attributes and/or emotions would you not want to be associated with your brand?
Abstract
If you’re struggling with the attributes then this section may help you to get creative with your thinking.
How would you describe your brand to a friend?
How would you describe its style?
What other brands would be their friends?
Where would your brand go to? A pub, a bar, or a theatre?
Age? Gender?
What actor would be perfect to play your brand? Why?
What animal would represent your brand?
Design
Now we’re getting into the look and feel of your brand. The following questions will help you narrow down your visual preferences.
Which one of these logo formats do you believe best represents your brand?
Typographical - using a typeface and the company name to show the brand
Pictorial - using a shape or image without words
Abstract mark -abstract shapes and symbols that convey a specific idea or attribute. These types of logos are very unique and identifiable often without the company name.
Emblem - often the name or initials of the company, usually as part of a pictorial element or shape.
Web 2 logos typically include vibrant colors, a subtle 3D feel, bold type, colour transitions, shadows, gloss and reflection.
Classic or stylish logos contain illustration and decorative elements.
What categories of font do you feel best represents your brand?
Takeaway
There’s no need to rush through answering all of these questions! Your responses will kick start the creative process for me so these thoughts should not be rushed!