Logo design client checklist template and notes

So you have a new client who would like you to look into a new logo design or do some general branding (like business cards). Often this first step can set the tone for future business and therefore this Digital Design Media checklist and general logo design notes article is more of a guideline for communicating to your client what you need so that there is no room for error.

Many successful logo designs follow these methods!

The points and questions are broken down into a few core categories below for simplicities sake, also one thing to be aware of is not to bore your client with an overload of technical questions, as often when dealing with business owners this type of stuff is the last thing on the clients mind. These points below are for you to create your own actual questionnaire either for yourself or for the client to complete, using checkboxes, radio buttons, single line text, multiple line text etc, take from the notes below – take what you like and make your own client checklist template for a logo design brief.

Logo Package Options

This is the base of the entire process, deciding on what amount of work gets done and finding out what a client actually wants from you. Choose your work package below according to your hourly rate – however this fits in with your client.

1. Basic Logo Design Package
   Small to medium logo design solutions.
2. Logo Design & Brand Identity
   Logo and identity solutions for people serious about their business and overall identity.
3. Tag line creation
   Not everyone likes doing these, but I find it really challenging and rewarding.

Schedule and Timeframes

This section gives you an idea on how flexible the client can be over the long haul and as to how much time you have to work with!

1. Project Start Date
   Give a few realistic time frames and alter these depending on your current work load.
2. Project Completion Date
   It may be easier for a client to indicate when the project has to be completed by. This helps you decide if you can take on the logo design project at all, from a realistic timing point of view.
3. Express Logo Design
   We recommend trying to avoid these, as most designers will tell you good creativity does take time. Important to add a premium if you offer super fast turn around.

Brand Information

This is where the juice is, getting the specific information relating to what your client needs a logo for. This is the section where ideally need the more detailed and descriptive responses.

1. Logo Wording
   This is the full written name needed for the logo, and also sometimes the tag line or slogan.
2. Tag line
   If separate from the logo criteria, your client’s existing tag line.
3. About your client
   A general overview of what they do etc.
4. Appropriate keywords and descriptive words or phrases
   Similar to above, but listing keywords that best sum up an overall impression that the logo needs to convey. This is all about creating the appropriate perception in your target market.
5. Perception
   When consumers/clients/customers view a logo or brand identity; what should be the ideal feeling or emotion you would like them to feel?
6. Target audience or intended market
   A list of people that need to be influenced by the logo when they see it. For example, who is the decision maker of the company that may be using your business.
7. Your competitors
   This includes: local, regional and/or worldwide. We absolutely need to know how a clients competitors brand and position themselves before we can work on building a visual identity. This is VERY important; you must familiarize yourself with the competition before starting.
8. Number of staff
   Useful to know exactly how big or small the business is.

As a last note, it is also nice if you are able to factor in certain visual styles that you know the client will appreciate. What visual style of logos appeal to you Not always so important but I do find it useful to understand what sort of design might initially appeal to the client, for example a client might like specific colors or other specific visual requirements.

Don’t assume that the answers you get for this initial questionnaire are all you need; this is far from being the end of your questions to the client. This first stage allows you to make some initial decisions and get a good overall feel for what is needed, then you take it further with more intimate and focused questions.