How To Prepare For Your Business Rebrand

Getting to know the Client and Brand

1. Tell me about your business and what you do?

Just describe the basics here — pretend like you’re talking to a stranger in passing who has asked you what you do.

2. What values do you want your logo and brand to communicate?

e.g. feminine vs. masculine, modern vs. classic, playful vs. serious, or simple vs. complex? Those are just a few adjectives to consider conveying in your branding. As designers, it’s our job to translate these words and concepts into brand imagery.

3. Who is your target market?

Get as specific as possible here in terms of demographics: Gender, age, income, geography, hobbies, where they shop, their favorite brands, etc. These insights will help your designer figure out the proper logo design.

More About the Logo Design Itself

1. Do you have any ideas or examples of other logos you like?

It’s always good to provide appealing design samples to help your graphic designer get a sense of the style you’re after. Let them know any color choices or font styles you may want as well. Also (perhaps most importantly), make sure to also tell your designer what you don’t want to see in your branding.

2. What is your ideal logo?

Unsurprisingly, there are an abundance of choices for different logo styles and designs: Typographic, Pictorial Mark, Abstract Mark, Letter Form, Emblem, Character and/or Web Form. If any of those peak your interest, you should let your designer know.

3. Where will you be using the logo (i.e. stationery, websites, signage, T-shirts)?

Although it may not seem very important, the answer to this question could end up affecting your logo design in a big way. For instance, your designer may take an entirely different approach if your logo is primarily going to be used online vs. on signage or T-shirts. What’s more, you can also use your answer to this question to plant the notion of continuing work with the designer for additional projects down the road.

Answering this brief questionnaire as thoroughly and accurately as possible ensures that you’ll get the best possible final product. A stunning logo has certain qualities that the designer should be aware of, and having answers to the foregoing questions will really help get the ball rolling on an awesome brand.

BY Sarah Carnes

Originally from Louisville, Kentucky, Sarah had an interest in art, writing and technology from a very early age. She spent her childhood building websites and designing album artwork. Fortunate enough to attend a high school that offered graphic design classes, she was able to pursue her passion and expertise earlier than most of her peers.

Sarah oversees all operational and visual aspects of Lift Division, including design, community management, photography, videography, recruitment and company initiatives. With over 15 years of experience in marketing, Sarah has been instrumental in the high growth of multiple companies and brands, which included helping a company flourish from a $10M to $45M company. She innovates, leads and executes strategic marketing initiatives from the ground up.

Sarah has held various marketing and design positions including Brake Printing, Missouri Consolidated Health Care Plan, Westminster College and Fresh Ideas Food Service as the Director of Marketing. Her career has allowed her to innovate, lead and execute strategic marketing initiatives from the ground up while managing a team of digital marketers. Sarah has managed and developed marketing, communication, branding, digital communities and creative direction for various companies throughout her career.