How to prepare for a logo design project
Good preparation leads to better logos
The best logo projects start with clear thinking from the client. Here's how to set your designer up for success.
What to have ready
Your positioningWho are you for? What do you do differently? If you can't articulate this, your logo will be generic.
Your competitorsList 5-10 competitors. Not so you can copy them—so you can differentiate from them.
Where the logo will liveWebsite? App? Physical products? Signage? Different contexts have different requirements.
Existing materialsIf you have anything—old logos, colour preferences, brand elements—share them. Even if you want something completely different.
What not to do
Don't design it yourself firstComing with "I want this but better" limits creative options. Describe the problem, not the solution.
Don't collect Pinterest boardsMood boards of other logos lead to derivative work. Describe feelings, not visuals.
Don't ask everyone's opinion beforehandThe more stakeholders involved early, the more confused the brief.
Questions to answer
Before starting, know:
1. What three words describe how you want to be perceived?
2. What should customers feel when they see your brand?
3. What would make this project a failure?
4. Who makes the final decision?
The decision-maker question
Nothing kills logo projects like unclear approval processes. Know who has final say before starting. One person is ideal. Committees produce mediocrity.
Timeline expectations
A good logo takes time for:
- Research and exploration
- Initial concepts
- Refinement and revisions
- Final file preparation
Expect 1-3 weeks for a professional process. Faster is possible but may compromise quality.