When most people think about starting a logo design project, they imagine the designer asking questions like:
- What font do you want?
- What colors do you prefer?
- What style of logo do you like?
In the past, we worked this way too. It was quick, easy, and allowed us to start designing right away. But over time, we realized this approach often hurts the final result — and the client’s brand.
Here’s why we stopped doing it and what works better for creating a strong, strategic brand identity. Keep reading to see why.
1. Self-Diagnosing Your Logo Design is Risky
Asking a client to prescribe their own design elements is like a pharmacist giving a patient medication without a proper diagnosis.
Without an understanding of brand strategy, target audience, and market positioning, choosing a font or color just because it “looks nice” can damage your brand image.
A logo should be based on research, strategy, and brand personality, not just personal preference. Otherwise, you risk investing in a design that doesn’t connect with your audience or represent your business effectively.
2. Avoiding the “Shiny Object Syndrome”
Without a clear creative direction, it’s easy to jump from one design idea to another just because something new or trendy catches your eye.
This “shiny object syndrome” often leads to:
- Endless design revisions
- Confusion over what the brand stands for
- Wasted time and budget
A well-defined brand strategy prevents this by providing a clear roadmap for your logo design.
3. Collaboration Over Blind Execution
When a designer is told exactly what to do without input, they become more of an order-taker than a creative partner.
The problem?
If the final logo doesn’t perform well, the designer still gets blamed, even though they were simply following instructions.
True logo design success happens when client and designer collaborate — blending the client’s business knowledge with the designer’s expertise in branding and visual communication.
The Better Way: Strategy First, Design Second
Before deciding on fonts, colors, or styles, we start every project by:
- Understanding your business — goals, audience, competitors, and values.
- Defining your brand personality — what emotions and qualities the logo should convey.
- Creating a clear creative brief — so every design decision is intentional.
This ensures your logo isn’t just visually appealing — it’s strategic, memorable, and aligned with your brand identity.
Pro Tip: Even if you think you know exactly what you want for your logo, talk to your designer first. Their expertise can help refine your ideas into a design that works both creatively and strategically.
Want to learn more about building a strong brand identity?
Check out our branding blog for expert tips on logo design, typography, and marketing visuals that connect with your audience.
