If you’ve never worked with a logo designer before, it may seem intimidating or confusing when it comes to making sure they have all the information they need to design an effective logo for your business. You see, a logo design is about a lot more than just something that looks good – it needs to convey your message, look professional, and connect with your audience.  And in order for a logo designer to create something that does those things, they need some information from you.  Below, we’ll walk you through exactly what you need to discuss with your logo designer for a successful project.

Tell them about your target audience.

In order for your logo to be effective, it needs to resonate with your target audience.  And in order for a logo designer to create a logo that does that, they need to know exactly who your audience is.

Here are a few things you should know about your audience and that you should consider sending to your designer:

  • Age.  Are your products/services for children?  Teenagers?  Millennials?  Baby boomers?  Even if your target age range is broad, this could have a big effect on how your branding is presented.
  • Gender.  Are you targeting men, women, or both?
  • Location.  Do your services or products appeal to people in a specific area or country?  This is especially important because certain colors and symbols can mean very different things in different parts of the world!  And you definitely don’t want to offend your customers.
  • Occupation.  What jobs do your audience members hold?  This may or may not apply to your business, but could certainly have an impact on your branding.
  • Interests.  What are their hobbies?  What do they love to do?
  • Economic status.  How much money do they make?  Where do they typically spend that money?
  • Pain points.  What are they concerned about?  What problem does your service or product solve for them?

Of course, you can also go a lot more in-depth than the items listed above, but they’re a great place to start! Remember, all of these things could affect the colors, symbols, fonts, etc. that are used in your logo design, so they’re important to detail to your designer.  Plus, your target audience will affect everything you do throughout your business – your marketing, website, social media, content, language, etc. – and should definitely be one of the first things you should think about when starting out.

Explain who your competitors are.

Understanding who the other major players in your industry are is critical to a successful logo design. Why?  Because it’s important that your branding stands out.

Think about browsing through the toothpaste aisle when you’re looking for the specific kind that you use every day.  What are you searching for?  Most likely, it’s the brand’s logo and colors.  In a sea of logos that look very similar to one another, you want yours to stand out.

Plus, you also want people to know that they’re using your products or services and not someone else’s. You don’t want there to be any confusion as to which company your customers are interacting with.

But, at the same time, you may not want to go completely in the opposite direction from your competitors. If they all use similar language, colors, or shapes, there may be a reason that you shouldn’t ignore. Perhaps those elements do a great job connecting with customers.  This is where hiring a great logo designer comes into play; they’ll be able to help you figure out the right ways to stand out.

Provide details about your products/services and what makes them special.

One of the most important things that you can communicate to your target audience is what makes your product or services different and better than the others out there.  Is it more affordable?  Does it have a feature that other products don’t have?  Is it higher quality?

A great approach to a logo is to highlight those differences.  For example, our client Upper Crust Sandwiches offered a unique focaccia bread that they used for all of their sandwiches.  That feature made them stand out from other locally-owned sandwich shops, so we chose to highlight the bread in their logo.  Making that a focal point helps customers recognize the logo and what makes Upper Crust unique!

restaurant logo by a logo designer

Describe all the ways you might be using your logo.

A good logo design should always work in a variety of situations – printed large or small, in color or black and white, etc.  But if there are any specific places or ways you plan to use your logo, it’s smart to let your designer know ahead of time.  This could impact both the design of the logo as well as the types of files that are delivered to you when the project is completed.

Want to use it on apparel?  It should be simple enough to be embroidered and still recognizable.

Planning on advertising on a billboard?  Make sure that you have a vector file or a file size large enough.

Want to use it without text?  You may want to ask for a brandmark, which includes an emblem that can stand alone.

Again, a great logo should already have these qualities, but it’s always a good idea to mention them anyway.

P.S. Always make sure you get an editable, vector version of your logo so that you can send it to printers down the road or modify it as needed.

Construction Logo by a logo designer

List any specific details that you want to be incorporated into the logo.

Are there any specific icons, emblems, or symbols that you want to use?  Any colors that you have in mind?  Mention them to your logo designer.

Letting your designer know about these kinds of details ahead of time helps him/her identify exactly what you’re looking for and present logo ideas that will fit with your desires.

For example, when we started working with Divine Living, they requested that their logo include something that represented “organic” as well as something that represented workouts.  So we incorporated weights and a leaf symbol into all of the drafts that we sent the client.

Not sure what you want to use?  That’s completely fine.  Your designer can help you identify the types of graphic elements that will be the most effective in your logo.

this fitness logo incorporates a geometric design

If there’s a style or personality you want to convey, say that!

Looking for a specific style?  Let your designer know!  Then, he or she can send you concepts in that specific style.  Here are just a few of the styles you might want to look at:

  • Retro
  • Modern
  • Geometric
  • Abstract
  • Minimalist
  • Feminine
  • Illustrated
  • Luxe
  • Grunge
  • Organic
  • Corporate

You’ll want to consider styles that fit with both the message you’re trying to send and the expectations/preferences of your audience.  For example, is your audience primarily female?  Then a feminine look might be perfect.  High-end?  Consider luxe.  B2B?  Corporate might be a good fit.

Let them know about any special symbols in your industry.

If there are any images or symbols that mean something in your industry, that’s a great thing to let your designer know, whether they’re negative OR positive!  The last thing you want to do is offend someone with your logo.

A great example of this was a client that we worked with, Chromatography Essentials.  Since I certainly don’t claim to be a scientist, our client took the time to explain how chromatography works and that vials filled with multiple colors were something that every chromatographer (his target audience) would recognize.  So I worked to incorporate that into his logo by breaking up the C with colored “vials”.

eCommerce logo design for ecommerce store

Share examples of logos that you love.

This is one of the first things I ask from each and every one of my clients.  I encourage them to sit down and put together a Pinterest board of logos that they really like.  They don’t have to have a theme and they don’t have to explain a reason for liking the logos.  But once I look at the board, I can always see what elements they’re drawn to, colors they enjoy, and styles they want to implement.  It’s one of the best ways to share the kinds of things you’re looking for without asking your designer to “shoot in the dark.”


The most important thing is to make sure that you communicate clearly and that you choose to work with a logo designer that will invest the time to get to know you, your company, your industry, and your competitors.

Want to see more of the logos that we’ve designed?  You can view those in our logo portfolio.