Making a logo isn’t only the kudos of a designer! Apparently, stupid, thinking in depth, the situation is true. Yep, a designer is the most important factor in the equation of the success but he isn’t the only one that made the decisions. Besides that, a quality logo isn’t only a nice graphical realization; it must be used in a favorable context. The dialogue with the future owner of a logo is mandatory and, in the best conditions, it replaces the tension and save time. Try to be pragmatic and imagine yourself creating a logo for a client that doesn’t give any hint about him or his field of activity. Definitely, you try a serious logo, with a web 2.0 influence but at the end you find out that it was necessary for a kid’s website…no matter how well is crafted, would it be successful? Honestly, I don’t think…
Most clients have never enough time… the dialogue with a designer is ignored, in fact you, the designer, is paid to design something and not to consult with. This is another wrongly conclusion and the best approach is the in between solution: to communicate with the client but not to irritate him. In order to find the best proportion I created here a list of eight vital questions to ask your clients before starting the effective job of creating a new logo.
Surely isn’t a sin to ask for more information but here are the ones that simply are vital for the success of logo, else only by chance it may be appreciated and useful.
1. Which is the purpose and destination of the logo?
It must be the first question; a logo must be matched to the owner type of activity. It’s impossible to create a logo that could be universal valuable and everywhere appreciated. Also, any logo designer must know where will be used his creation. A logo created only for a website may use gradients and multiple colors, while one that will be used on multiple places (on a business card, on a banner, on a shirt etc) will differ.
Across time, for each field of activity has been developed some specific patterns that must be taken into account when crafting a logo; it’s not mandatory but highly recommended to know these.
2. Is there a website created?
The existence of a website is another factor that should be asked. If there is a website, clearly the logo must match with it. In the case that the website is outdated there may be a solution to redesign it and the logo should be the base of it.
The in-existence of a website gives more room to the designer and why not, he may recommend to the client to create also a website.
3. Which is the audience target?
Another very important factor for the success of a website is the conformity between logo and the target audience. A logo that is well done may not be liked by certain categories of people and when the target audience of the owner is based on some of these, the result is surely a disaster. Let’s say, as an example that you create a logo that is futuristic, having a lot of sci-fi influence but it will be used for an e-commerce website selling vintage products.
4. Who are client’s competitors?
We are living in a world where concurrence is everywhere and as soon as we aren’t killed by, certainly, we are becoming stronger. The logo is an item that is important in being more competitive, the more appreciated is by people, the more chances for the client success are. There is applied a piece of advice from Sun Tzu, the old book: before being successful is necessary to know the competitors.
5. Which is the deadline?
The deadline is the no.1 source of pressure for any designer. Under no circumstances, it may not be exceeded, but there are cases and cases. Anyway, to ask for the deadline and immediate effects in the unhappy case when it’s not ready on the term established is another vital question.
Some clients are really in a hurry and the necessity of the logo is stringent while others prefer a delay for a better logo so before start working be sure about which is the context.
6. Is the client willing to offer feedback?
Some clients simply don’t have enough time to “lose” offering feedback and prefer to see only the final product. Personally, I don’t like these kind of clients, also I don’t have time to recreate, modify again and again etc. It’s a sign of professionalism to ask for feedback, hence pay attention to this aspect.
7. Which are the preferences of the client?
Clearly, the client must have a very important role in the decisions made but primordial are the rules of good design. Once again, the collaboration between parts is vital: a client isn’t a designer and he may ask for elements that aren’t “correct” from the specialist perspective but a wise logo designer finds the proper words to explain him what is wrong. Anyway, is selfish and unfair to neglect his opinion, he will own the item and he pays for it.
8. Is there any branding strategy?
It is the last question but not the least important; a brand strategy is a very complex entity and a logo is part of it. Having already a brand strategy means that the logo must “accommodate” to it, else it may be the kernel of a new one.
In the end I wish you good luck with your clients and don’t ever forget: the communication is vital. Instead of working “blindly” I prefer rejecting this category of clients. What do you do in these cases?
About The Author
This article has been written by Daniel Pintilie a freelance writer working for for Go-Globe.com, a Web Design company that provides web design solution in Shanghai ,Sharjah, Hong Kong and Middle East.