22 essential brand inquiries to ask your shopper or designer – 99designs

Read Time:15 Minute, 11 Second

2022-11-24 16:44:50

Communication is… um… uh… how do I say this… tough. Explaining what you need may be problematic even with pals, not to mention when it’s an entire stranger and there’s cash concerned. On the subject of brand design, each brand designers and purchasers have lots to clarify, however you received’t get all of the solutions until you ask the correct brand questions.

On this article, we record the highest questions on brand design, separated into two sections: one for designers to ask purchasers, the opposite for purchasers to ask designers. Use it as a guidelines proper at the beginning of a venture, and even an preliminary assembly, to verify no brand design questions fall by the cracks.

Communication and collaboration, by OrangeCrush

Bounce to:

  1. Why communication is essential
  2. Brand questions for purchasers to ask designers
  3. Brand questions for designers to ask purchasers
  4. You may’t collaborate alone!

Why communication is essential for brand design

Earlier than we get into the precise brand questions, let’s discuss why communication is so necessary in the case of brand design, or all design for that matter.

Each events have lots occurring of their heads that the opposite get together must know. The extra data they share with one another, the nearer each get to ending the venture in the way in which they need. Purchasers in fact have sure preferences and targets, whereas designers have sure design strategies and work insurance policies.

The issue is, you possibly can by no means be fairly certain what’s occurring in your colleague’s head till you ask. But when it’s your first time working with this designer or shopper, you will not be certain which questions are finest; that’s the place this text is useful.

Sketch for a logo concept
Sketch for a brand idea by coric design

Nonetheless, for the sake of saving time, we received’t cowl the naked necessities: particularly, design components and cost considerations. We wish to remind you right here to not overlook about them.

Every time beginning a brand new brand design venture, all the time ask in regards to the design components (colours, fonts, wording and imagery), in addition to particulars about cost (how a lot, methodology, and when to obtain it).

As soon as these are out of the way in which, you’re free to dive into the extra substantial brand temporary questions beneath.

11 brand questions for purchasers to ask designers

1. What’s a practical timeline for the venture?

One of the frequent factors of competition between designers and purchasers is when deliverables shall be prepared. You may keep away from future disappointments simply by setting practical expectations from the beginning. Setting laborious deadlines can will let you schedule all different issues, like what you are able to do with the emblem as soon as it’s completed.

Simply be aware that your supreme timeframe isn’t all the time doable. Ask this query to start out the dialogue not solely in regards to the venture deadline, but additionally about what milestones to anticipate through the course of.

2. How do you favor to speak?

It’s one factor to have a sit-down or name at the beginning of a venture, however what about contact through the design course of? Totally different designers have completely different preferences about how one can talk; some don’t thoughts intermittent texts or chats, whereas others can flip their telephones off for days.

It’s useful to ask about each the strategy and frequency of speaking through the course of, particularly for those who want a extra hands-on method. Relying in your administration type, it’s possible you’ll wish to select a designer who’s extra in sync.

3. What do you want from us?

Golden ram logo design in black and gold
Brand designs by Skilline

The extra your designer is aware of about your organization, the higher the emblem design will prove. However designers don’t all the time have an inventory helpful of all the pieces they’ll want. You may take a extra proactive function by simply asking them instantly what sorts of paperwork or particulars they’ll want.

Normally, enterprise paperwork like personas and branding type guides instantly relate to brand design. If in case you have any particular paperwork like advertising studies, these is likely to be helpful too. Ask your designer what could be helpful to them.

4. What’s your expertise in our specific trade?

The world’s finest designer of restaurant logos isn’t essentially good at tech logos. It’s not solely about understanding how the trade works, but additionally understanding the goal clients of that trade. It all the time helps in case your designer has prior expertise working along with your viewers.

Take a second to study your designer’s expertise in your specific trade. In the event that they don’t have a lot expertise however you continue to like their type, be happy to coach them on a number of the nuances of your specific enterprise.

5. What’s your artistic course of?

Designers all have their distinctive habits and work routines, which can or will not be problematic, relying in your wants. To forestall unrealistic expectations, ask about how they plan to go about your brand design. For instance, in case your designer is an evening owl, you shouldn’t anticipate handovers on the finish of a enterprise day.

This additionally instantly ties into setting a practical timeline. Your design could have a prolonged brainstorming course of, the place days go by with none tangible development. Then, in a number of hours, they’ve a accomplished brand design prepared. Or, the alternative might be the case: a fast brainstorming session adopted by days of detailed designing. In the event you don’t ask, you would possibly get the mistaken impression when progress isn’t what you thought.

6.What companies are included in your payment?

It is a extra technical query, however must be settled as early as doable. Plenty of occasions, purchasers make assumptions about what they’re receiving, and don’t ask any follow-ups after listening to the designer’s payment.

Specifically ask about revisions, additional time, or any variations to the emblem design you want (i.e., a extra simplified model of the emblem for cellular). If in case you have any specific calls for in your firm, equivalent to in-office conferences, point out them early.

Sample logo to demonstrate logo questions
Brand design by Dimitry99

7. How is copyright dealt with?

That is one other frequent level of competition that’s finest addressed early on. Make it clear who owns the emblem design or particular person rights. It’s finest to cement these points sooner moderately than later.

On 99designs for instance, every designer owns the copyright to their designs till they’re declared a contest winner by a shopper. Then the rights to the profitable design are transferred over to the shopper.

8. Might you give me some references?

Hiring a stranger may be nerve-wracking, even when all the pieces seems above board. If in case you have any doubts when working with a freelancer, it’s a good suggestion to test their earlier work and even contact some former purchasers to see what working with them is like.

Alternatively, for those who’re utilizing a design platform like 99designs, you don’t have to fret about this. 99designs vets all its freelancers and mediates any disputes, so that you by no means must concern getting cheated or hiring somebody that’s not who they declare to be.

9. Will you be engaged on our venture personally?

Whereas typically solitary, freelancer designers have been identified to journey in teams. In the event you’re working with a design company or crew, it’s good to double-check who, precisely, is working in your venture. This fast query can prevent some stress in a while; in case you have your coronary heart set on a sure designer, you’ll be heartbroken to find an assistant or associate really dealing with your brand design.

lilac and mustard logo design for homemade ceramics brand
by Anastasia S.

10. What file format will we obtain?

That is one other technical query that’s finest addressed early on. For one factor, it’s possible you’ll want a particular file format for the medium you’re utilizing; the perfect codecs for social media aren’t all the time the perfect codecs for web sites. Because of this, it’s possible you’ll want a couple of format, particularly in case you have completely different variations of your brand.

Furthermore, if the designer makes use of a particular software program that you just don’t have entry to, you’ll must make preparations for one get together to transform the file. Typically this simply takes a number of additional clicks, however it’s good to get it out within the open from the beginning.

11. [After seeing early designs] What’s the function of this half?

This query is for after the designer turns over one thing, even some early idea sketches. Plenty of purchasers get pissed off that the designer isn’t getting down what’s of their head. Most of those misunderstandings may be dealt with by being extra descriptive about what you need within the venture from the beginning, however typically even after explaining all the pieces it nonetheless doesn’t look proper.

On this case, asking in regards to the function of a selected half is one of the best ways to rectify the confusion. Chances are high, the designer added it for a motive, even for those who didn’t explicitly request it. There’s tons of nuance to brand design that solely graphic designers are aware of, so merely ask them about why they included that. Their reply could make you fall in love with that facet!

After you’ve chosen a designer: Inquiries to ask when designing a brand

When you’ve chosen the designer you’d prefer to work with, it’ll be time to get began on writing your design temporary. Watch the video beneath to see the perfect methods to work with an expert designer to get a brand design you’ll love, from how one can write an ideal temporary, to reviewing your design drafts and making certain a clean handover.

11 brand questions for designers to ask purchasers

Sample logo to demonstrate logo questions
Brand design by Former Maker

1. What are your total enterprise targets?

Due to preconceptions, some purchasers don’t perceive how enterprise targets may be linked to brand design.

They could suppose logos are strictly superficial, so that they received’t supply up a lot behind-the-scenes details about the corporate. Chances are you’ll have to take the lead and ask them instantly.

You will get into the specifics of what the emblem is anticipated to perform—that’s the subsequent query—however you must also perceive the corporate’s “massive image.”

Figuring out about any potential expansions or particular considerations will help you optimize the emblem design for his or her particular wants.

2. What would you like this brand to perform?

As soon as the overall trajectory the corporate is on, you will get into the specifics of the emblem and the place it suits within the grand scheme of issues. For instance, a brand new model would possibly need their brand to enhance model consciousness and entice consideration, whereas a extra established firm would possibly need a new brand to change their model identification and goal a brand new market.

3. Who’s your audience?

A model’s brand design ought to enchantment to the goal clients above all, much more than the corporate executives (and even you, the designer).

Attempt to get your shopper to be as particular as doable. Plenty of them will give common solutions like “younger folks” or “small companies,” however the extra you possibly can hone in on a selected area of interest, the extra successfully you possibly can design the emblem. Any details about age, location, revenue, values and so forth. will help inform your design choices.

Sample logo to demonstrate logo questions
Brand design by spARTan

4. What are your most profitable advertising channels?

It is a helpful query for 2 causes. First, it gives perception into the form of firm and advertising they use. Whether or not they make investments extra in digital advertising or conventional advertising can inform you numerous in regards to the firm and their branding type.

Second, it tells you the place the emblem shall be displayed most frequently. In the event that they primarily use billboards or posters for promoting, you’re free so as to add extra intricate particulars to the emblem design. In the event that they favor social media advertising, you would possibly wish to design a less complicated, much less detailed brand for cellular screens. Simply take a look at the completely different variations based mostly on location in designer spARTan‘s brand design above.

5. How would you like your model perceived?

In different phrases, “what’s your model identification?” In the event you’re fortunate, your shopper will know exactly how one can reply this brand query. Nonetheless, some corporations largely ignore branding as a complete, so phrases like “model identification” or “model character” is likely to be overseas for them.

Line drawn logo of a tiger sitting under a tree, entitled "The Tiger's Tale"
Brand design by Yokaona

Strive asking loads of follow-ups till you’ve a good suggestion of how they need their branding technique to go. Remember to cowl all of the matters surrounding model character (informal vs. formal, trendy vs. conventional), but additionally the extra business-centric matters, like their supreme market place.

6. What are your model values and mission?

At this time, model values and mission statements are extra necessary than ever. Not each firm has firmly established values, but when they do, you’ll wish to learn about them! A model devoted to environmentalism would possibly profit from a leaf flourish of their brand; a household model would possibly love imagery of a household. The extra their enterprise mannequin is tied to their values, the extra necessary it’s to mirror that within the brand design.

Sample logo to demonstrate logo questions
Brand design by KisaDesign

7. Are there any matters or themes you wish to keep away from?

This brand query is extra of a precaution, simply to be sure to don’t by chance stray into undesirable territory. Some corporations wish to keep away from sure points to uphold their picture, whereas different corporations may need suffered dangerous press up to now and don’t wish to unintentionally drudge it up with their brand. You may’t precisely guess about these sorts of issues, so it’s higher to simply ask outright.

8. Who’re your principal rivals?

You may be taught lots about an organization by who their principal rivals are. For one factor, their competitions’ logos can affect the way you design your shopper’s brand, particularly how one can make it stand out. It’s normally useful to try their competitor’s brand and ask which components your shopper likes and which they don’t.

As a result of their competitors works in the identical trade, you’ll must watch out about trade traits. Except your shopper requests it, you don’t wish to by chance copy another person’s brand. Designing a brand by the ebook for a sure trade might unintentionally lead you to create one thing much like their competitors, so it’s good to analysis this beforehand.

9. What present logos do you admire/wish to emulate?

In case your shopper is caught on the main points of what they need the emblem to seem like, this query might assist encourage them. You may even check out some related, preexisting logos collectively and ask them to isolate which components they like and which they don’t. Usually, folks don’t know what they need or don’t need till they see it with their very own eyes.

Sample logo to demonstrate logo questions
Brand design by Pokrov

10. What do you want & dislike about your present branding?

Each brand design, whether or not constructed from scratch or as a part of a redesign, is a chance to enhance on the better branding technique. Purchasers could not perceive this potential as a lot because the designers do, so this query helps get them interested by it.

If the shopper’s solutions are non-specific, it would assist to supply some ideas or current some hypotheticals. As we talked about above, some purchasers don’t pay a lot consideration to branding technique, which makes you the professional by default.

11. How decisive/indecisive are you?

This brand query is extra of a dialog starter—it’s higher to anticipate and cope with indecisiveness early within the design course of than endure its penalties on the finish. Chances are you’ll not get an trustworthy reply, however their response ought to not less than supply some perception.

To organize them, it helps to current a brief record of choices they’ll be anticipated to make, something from particular design selections like colours or imagery, to extra technical points like formatting or decision. In the event that they are indecisive, the earlier they’re ready for these selections, the higher.

Sample logo to demonstrate logo questions
Brand design by TikaDesign

You may’t collaborate alone!

All the time keep in mind that communication is the important thing to profitable collaboration. These brand questions will assist to get the dialog going. Simply choose and select those which might be relevant for the emblem venture you’re engaged on.

Prepared to start out the collaborative course of? Each good brand design first wants an excellent designer. Hiring a contract designer by 99designs spares you a number of the complications talked about above. And since our group has designers from all around the world who specialise in all kinds possible, you possibly can make sure to discover one which has the precise type you’re on the lookout for. Be happy to browse our designers to see what we imply.

Need a gorgeous brand design?
Let our designers enable you to get it achieved.

This text was initially revealed in 2021. It has been up to date with new examples and knowledge.

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