Business/Brand Purpose & Positioning
Know what your business stands for, who you serve, and what makes you different. A logo should reflect your brand’s core message, not just look nice.
Target Audience
Understanding who the logo needs to appeal to, for example; age, style preferences, industry expectations helps guide the design direction.
Brand Personality
Is your business or brand modern or traditional? Playful or serious? Premium or budget friendly? Personality drives style choices.
Style Preferences
You don’t need to know about design terminology, but you should have a sense of what you like:
• Minimal or detailed
• Bold or subtle
• Icon based, wordmark, or combination
Competitor Landscape
Looking at competitor logos could help understand what’s overused in your industry and where your could stand out.
Where the Logo Will Be Used
Digital, print, signage, uniforms, packaging—different uses may influence complexity, shape and format.
Any Must Haves or Must Avoids
Colours, symbols, or themes you love, or absolutely don’t want, are important to clarify early.
Long Term Vision
A logo should grow with your business. You should think about where you’re heading, not just where you are today.