At Burst, we cannot stress enough how important it is to do research at the beginning of every single project, especially when it's a project that's as difficult as designing a logo. It's your chance to find out what it is you are designing, why, and how that design should be used. It also provides a much more quicker way to figuring out that the problem is and how to find a solution. Like what Sir Francis Bacon once said, "Knowledge is Power". Use that knowledge that you have acquired from your findings to your advantage. Here are 5 questions that you should ask yourself when designing a logo:
1. Why does the company/brand need a new logo?
If the company or brand has just started that's one thing, but redesigning an old logo is a whole different story. Find reasons as to why the company/brand needs a new logo. A couple reasons could be a change in values or beliefs or an offering of a new product/service. This will help you decide whether to make a slight change on the current logo or to go in a completely new direction.
2. What is the company/brand and what product/services do they offer?
You need to find what the company/brand does and why they do it. Learn about their history, their products/services, and the problems they have solved. Putting yourself in their shoes will make it a lot easier in creating the overall look and feel of the design.
3. What is their target audience?
You need to know what audience the company/ brand is targeting in order to attract them and build a lasting relationship. Some companies or brands may know exactly what audience they want to target while others may not. If they do not, find out what their ideal target audience would be. Ask questions such are their gender, age, location, habits, likes, dislikes, etc.
4. What are their ambitions/ long-term goals?
One of the key traits of an effective logo is its ability to stay in use for 5 or more years. That is why you must find out not just where the company/brand is positioned right now, but where they plan to position themselves in the future. This will help you design a logo that will stay in use for a long time.
5. Who is their competition?
Learning about the company or brand's direct and indirect competitors will help prevent you from designing a logo that looks exactly or similar to one or more of their competitors. The main goal is to design a unique logo that differentiates itself from other competitors.