I’ve developed a list of five questions to start with to get the right logo. This is just a start and based on their answers I can flesh out the areas they have not thought of with further discussion:
- What do you want to achieve for the branding?
- Physique (Imagery) associated with <product name>?
- Personality of <group/company/project>
- Relationships: <group/company/project> is associated with which groups or companies?
- Culture of <group/company/project>?
- (e.g. Would you rather project a friendly or professional image for <product name>?)
- Who is the audience we should consider for <product name>?
- Self-Image of <prospective users>?
- How would you define the goals of the <group/company/project>?
- What are the top five biggest needs you are solving with <product name>?
- What do we want users to think of when they see/use the <product name>?
- What brands do you like?
- What words do you associate with those brands?
- How well we align with those words?
- When <product name> is rolled out, what paths will be used to tell <prospective users> about the app?
- What places should people be able to learn about <product name>?
- Where do you learn about the products you interact with in this field?
- How often would you expect people to work/interact with <product name>?
- What are all the touch points?
The most important thing is to make sure the customer feels comfortable enough to disagree, example wording I use is:
This is the first rough sketch ideas with the idea to find a direction. Since the best case scenario involves disliking 5 of the 6 sketches, saying you dislike all 6 is better to say than going down a path that does not get the logo that is desired. Based on the information gathered sketches can be created. At this point I still make sure to use pencil since I don’t want the customer becoming too attached to one idea. I am still looking for feedback on preferences.
At some point the customer wanted to see digital renderings. I used Illustrator to create quick sketches but at this point all the choices are the same washed out color pallet to make sure the customer is focused on the form. Using color can influence the customer to something they don’t want. The lack of color also helps the customer to not assume it is finished. They are much more willing to criticize the work.
From this point it is just iterations of feedback to get the logo the customer wants. More details can be added at this point.
Once they have chosen the logo, then it is time to play with color pallets. It is also good to show them mockups so they will be able to see the logo in action.