A logo design project is not an issue to be taken lightly. A well developed logo can contribute greatly to a company's long term success. It is no coincidence that the worlds most famous and successful company's have logos that are at once catching to the eye and unmistakably distinctive. A logo can say something about a company's values, its history, and where its going. It is a visual symbol that is often the first thing to enter a potential clients consciousness about the business. For these reasons, it is essential that one asks several important questions when beginning a logo design project.

Who is my target market?

The logo design must be appropriate to the demographic group most likely to make up the bulk of your clientèle. Companies that primarily target a youthful demographic tend to make use of vibrant, attention grabbing colors, whereas a company aimed at older adults need to be more conservative in its approach. Younger markets tend to have limited attention spans as there is so much competition for the their focus; they have busy schedules with work, school, hobbies and relationships, and for this reason many companies tend to use quick, easy to remember logos and slogans. An example of this is Nike, who prove the genius of simple design with their “Swish” logo and their “Just Do It” slogan. Another important consideration is the sex of your target market, as males and females of all age groups have greatly differing tastes and can be known to interpret symbols differently. Most companies have to be attractive to both sexes, and for this reason require a logo that is neither overtly masculine or feminine

How Practical is the Logo?

A logo with a myriad of dazzling colors and designs may be attention grabbing, but it is unlikely that it will easily stick in a customer's memory. One must also consider the potential expense of reproducing such a logo. More colors mean higher printing costs. Excessive detail on a logo will also be lost when reproduced on a small scale, such as on a letterhead or stamp.

Does it reflect the company's focus?

This refers to what is known as the “logical focus point”.What is the main aspect the company is trying to promote? For example, a consulting firm may have a larger focus on selling the products that it recommends, rather than being paid to offer advice. This needs to be reflected in the logo. The logo can also suggest something about the company's values in its artistic impression. For example, curving lines suggests gentleness and perhaps femininity, while bold straight lines suggest the company may be in a technical field.

If a company is successful in answering these key questions, the logo design project is likewise assured success.