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The Best Logo Design Questionnaire For Every Logo Project

Logo Design Questionnaire

So, you’ve just landed a logo design project. Your next step is to figure out what the client wants in their new logo. 

The client probably sent you a design brief or you communicated with them about what kind of logo they want. 

Still, that’s not enough information for you to get started with the logo design process. What you need is to send a logo design questionnaire to your client. 

With a logo questionnaire, you’ll be able to draw out more information from your client about their goals and needs. 

In this article, I’ll share the most important questions you should ask in your logo questionnaire and how to get the most out of it. 

But before we begin, let’s talk a little about what a logo design questionnaire is and why they are so important. 

What Is Logo Design Questionnaire & Why Are They Important? 

A logo design questionnaire is simply a series of questions you ask your client to get a clear understanding of their goals, needs, and requirements for the project. 

This questionnaire includes questions about their design preferences, brand values and attributes, and other aspects of the project. 

With these questions answered, you will have a clear scope of the project and your client’s preferences. 

I’m sure by now you already realized the importance of a logo design questionnaire. Besides helping you get answers about your client’s preferences, a questionnaire also helps you avoid bugging your client with questions throughout the project. 

It’s better to know about their preferences beforehand than asking them questions day in and day out about what they want. Not to mentions, it saves a lot of time as well. 

That being said, here are the questions you should ask your client before designing a logo. 

Questionnaire For Logo Design

In your logo design questionnaire, you can ask different types of questions about the project. I like to divide my design questionnaire into three parts: About The Brand, Design Preferences, and Project-Related Questions. 

By dividing the questionnaire into three categories, you’ll be able to structure your questionnaire properly and avoid asking unnecessary questions. 

Speaking of questions, how many should you ask in your questionnaire? 

Well, there’s no limit or rule as to how many questions you ask. What’s important is that you get all the information about the project before you begin your work. 

I’ve sent questionnaires that included 15, 20, and even 30 questions in some cases. Just make sure it is easy for your client to answer your questions. I’ll be talking about that later in this article. 

Keep in mind that you don’t have to include all the questions below in your questionnaire. If there are questions that were already answered by the client in your first meeting, it’s better not to repeat them in the questionnaire. 

1. Understanding The Brand

Many designers often overlook the importance of understanding your client’s business and brand. Before you ask your client about their design preferences, it’s important to know what their brand is about, what values do they stand for, and what are their brand attributes. 

  • What is the name of your business? 
  • Describe in one sentence what your business is about. 
  • What are your business short-term, medium-term, and long-term goals?
  • Who are your main competitors? (List atleast 3)
  • What sets your business apart from the competition? 
  • What do you like or dislike about your competitors’ branding? 
  • Who is your target audience? 
  • What do you want your new logo to achieve? (Example: establish trust, gain users, etc) 
  • What words would you use to describe your business? 
  • What words would you NOT use to describe your business? 

Brand Characteristics 

Ask your client to pick from the two opposing characteristics to see where they see their brand’s image fall: 

  • Masculine/Feminine
  • Grey/Colorful
  • Simple/Intricate
  • Professional/Casual
  • Approachable/Authoritative
  • Fun/Serious
  • Necessity/Luxury
  • Modern/Classic
  • Safe/Extreme
  • Sporty/Elegant

2. Design Preferences

In this section, you can ask questions to understand your client’s design preferences. From their color preferences to what image or shape they have in mind for the logo can be asked in this section. 

  • Where will be your logo mainly used? (Print, Web, etc) 
  • Do you have a specific idea or shape in mind for the logo? 
  • What words should describe your logo? (Example: Sharp, Modern, Warm, etc) 
  • What emotions or message you want your logo to portray? (Example: Trustable, Authentic, Helpful, etc)
  • Do any existing brand logos appeal to you? And why?
  • What are your thoughts about the logo of your competitors? How do you want your logo to differ from their logos?
  • Does your logo have a tagline? 
  • Do you have any particular range of colors you want in your logo? 
  • What colors you would NOT like to see on your logo? 
  • Do you want your logo to include text-only, graphic only, or both text and graphic?
  • Is there any font you like and want to be used on your logo?

3. Project Related Questions

Lastly, it’s important to ask some questions related to the project to understand how your client would like to work with you. 

With the questions answered in this section, you can identify any red flags early on and understand whether the client is the right fit for you.

  • Do you have a budget in mind for this project?
  • How many concepts or revisions would you like to see? 
  • Do you have a deadline considered for this project? 
  • Who will be the decision-makers on this project? Who will be the one giving feedback and approvals? 
  • Is there any third-party involved in this project? (Example: Agencies, Contractors, etc)
  • How frequently would you like to have meetings and check-ins? 
  • Do you require any additional services alongside your new logo? (Example: Business Cards, Social Media Banners, Advertising Material, etc) 
  • Is there anything else you’d like to mention in regards to this project? 

Tools To Build Your Logo Design Questionnaire

There are many great tools out there that can help you build your logo design questionnaire. These tools will not only save you time while creating a questionnaire but also make it easy for the client to respond to your questions. 

Here are some tools you can choose from:

1. Google Forms 

Google Forms - About

Google Forms is probably one of the best tools for creating a questionnaire. I use this tool to create questionnaires for all my clients. 

It’s easy to use and works excellently when working with clients. The forms can be designed fast and can be customized a bit. 

2. Typeform


If you want to create a more advanced and stylized design questionnaire, then Typeform is a great option. 

Although it’s not free, the tool is very easy to set up and use. One thing I like about Typeform is that you can include payment transactions in your forms directly. 

3. Bonsai

Bonsai - Website

Bonsai is the ultimate tool for designers. It’s not just a form builder tool. You can create design contracts and proposals, send invoices, a lot more. 

With this tool, you can create your design questionnaire and send it as a part of your proposal. If you want all things under one roof, this is the best option for you. 

Helpful Tips To Get The Most Out Of Your Questionnaire

Asking questions is only one part of the logo design process. But it’s a very crucial part and needs to be done properly. 

Here are some tips that will help you get the most out of your design questionnaire. 

1. Include Examples In Your Questionnaire

You might have noticed that I included examples in some of the questions above. This is to help the client understand what to answer. 

Imagine if the client answers a question like this: 

Q. What words should describe your logo? (Example: Sharp, Modern, Warm, etc) 

Ans. Cool and Awesome

How would you feel? Probably a bit mad that your client did not answer the question properly. 

But here’s the thing: 

Your client is not a designer. So, they do not think like designers. 

It’s your job to bridge that gap and set up a visual language that makes communication easy.

By adding a few examples in your questions, the client will know what type of response you’re expecting from them. 

This brings us to the next point: 

2. Meet With Your Client

Sending a form to your client and getting responses is one thing. Having them answer the questions right in front of you is another. 

It’s best that you meet your client either in-person or on a video call. Once you see how they react and respond to your questions, you’ll truly have a great understanding of your client. 

You’ll be able to connect with them empathetically. Another bonus of this is that you can explain the questions to your client and tell them what kind of response you expect. 

I’ve noticed that a lot of times when I send over a questionnaire form, I don’t get detailed answers. But in a meeting, the client will realize the importance of the questions and will give detailed answers. 

Although, there’s a flipside to this. Clients often want to take their time to fill out the design questionnaire. They either want time to think about the questions, discuss with their team, etc. 

In cases like these, it’s not practical to have them answer the questions in a meeting or a call. 

In these situations, the best thing is to get on a short meeting with the client and explain to them about the questionnaire and the level of detail you expect from them in the responses. Then you give them time of a day or two to fill out the answers to your questionnaire.

3. Do Not Overwhelm Your Client

One big question many designers have is: 

How many questions to ask your client? 

The truth is that is it depends on the scope of the project and how much you know about them. If you already had a few chats with your client about the project, then you may already know the answers to some of the questions. 

Regardless of that, make sure you don’t overwhelm your client with so many questions. Avoid asking unnecessary questions that won’t give you any new information. 

It’s Your Turn Now

So, that’s all about logo design questionnaires and how you can create them easily. To make things easier for you, I have created a downloadable PDF pocket guide that is available for free. 

You can refer to this logo design questionnaire template and pocket guide whenever you’re creating a questionnaire for your clients. 

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And if you have any questions, feel free to comment below. I’d love to answer any questions or doubts. 

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