The first questions I ask when a logo job comes in

A few times a week I get the same message: "Hi, we need a logo, how much would it cost?" I don't reply with a number straight away. Not because I'm being rude, but because a logo means something different for every business.

A logo for a neighbourhood bakery and a logo for a cosmetics brand that will sell abroad are not the same job. One has a shop sign, carrier bags and an Instagram profile. The other has packaging, labels, a catalogue, a website and maybe a trade fair stand. That's why I always ask the same questions in the first conversation.

Where will we see the logo?

This is my first question. Knowing where the logo will appear most directly affects how it's drawn. A mark that will only live on Instagram and a mark that will be printed on the side of a lorry aren't drawn with the same level of detail. For a coffee shop, the one-colour print on the cup matters. For a boutique, it's the label and the bag. Once I hear the answer, the direction I'll take is largely clear.

Who are you selling to?

I often get the answer "everyone". After talking a bit, the real customer comes out: people in their thirties working in Kadıköy, or mums buying school supplies for their kids. Once the target audience is clear, I find that the colours, typeface and tone almost fall into place on their own.

Examples you like and ones you can't stand

I always ask for this, especially the ones they don't like. Saying "that one's too corporate, we don't want to be like that" tells me more than a long brief. I also want to see the competitors' logos. The aim isn't to look like them, it's to stand apart from them.

Who makes the decision?

Most people don't expect me to ask this, but it's the question that saves the most time. Will the business owner approve the logo, the partners, or will it be decided at a family meeting? In a business with three partners, the process drags on when each partner pulls in a different direction. If I know from the start, I set up the presentation so everyone sees it at the same time.

When do you need it?

The opening date, the sign order, or the day it has to go to the printer. If the deadline is tight, we finish the logo and the two most urgent applications first and complete the rest later.

Once these questions are answered, the price becomes clear on its own too, because by then we both know what's being delivered. If you're thinking about a logo or a corporate identity, you can start by asking yourself these questions and write to me with your answers.