Brand values and logo design

When I take on a logo design project, I always start by learning about the business, its brand, and its brand values. In short brand values are the collection of attributes that make up your business. My first step is chat where I as a series of questions about the business and its brand. When we’ve done that I have a brand values worksheet I have the client fill out.

The questions is ask when designing a logo

These questions help me understand your business and brand positioning. In some cases, especially with logo designs for new businesses, it prompts the client to think through aspects of their business they hadn’t really thought through yet.

• Tell me about your business
• Who is your ideal customer?
• Who is your average customer (if different from above)?
• Why should people hire you/buy your product over the competition?
• What problem do you solve for your customers?
• Where do you hope to see your business in 5 years?
• 10 years?
• Are there any logos/brands that you admire or aspire to be like?

The brand values worksheet

Once we’ve had that conversation and I have a good feel for the business, it’s time for the brand values worksheet. This presents the client with a series of opposite values with a continuum between them. I ask the client to mark where their business’s brand falls on each continuum. This helps me understand the business’s brand positioning. That understanding is integral to a successful logo design.

Here are the sets of values:

• need or luxury
• expensive or affordable
• lighthearted or serious
• formal of casual
• exotic or commonplace
• high-tech or homemade
• traditional or revolutionary
• modern or classic
• quiet of loud
• simple or complex
• subdued or vibrant
• feminine or masculine
• raw or refined
• fun or practical
• exclusive or inclusive

I encourage any small business to work through these questions. It will be valuable whether they are looking to hire a logo designer or not.

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