📧 Subject: Graphic Designer: Brand Vision & Discovery Call Prep

(Your graphic designer will love you for this)

Hi Srishti,

I am beyond excited that you are designing the logo of my new business!

I’ve articulated my thoughts below that will hopefully guide us towards a cracker logo.

The exact name I want appearing in the logo is (insert your company name).

Do I have a tagline or slogan that should accompany it? (yes, insert tagline / no).

My business operates in the (industry / domain) industry / domain, focusing specifically on (your niche or specialty).

Are there any nuances in this field that might influence the design? For example, (industry nuances).

I offer (list of products or services), which cater to (type of customers or market).

Mission & Vision

Reflecting on my company’s mission, I realise it’s all about (mission statement).

My long-term vision is to (vision statement).

Demographics and Psychographics

My ideal customers are typically aged between (0–99), and they are predominantly (gender, if relevant or ‘diverse’).

They live in (location or ‘various locations’) and usually have an income level of (income threshold).

But demographics are just the surface. Their interests include (hobbies, interests), and they value (values).

Their lifestyles might involve (lifestyle characteristics), and they often exhibit behaviours like (behaviours).

Do I have specific customer personas? For example, (Lily, the wine enthusiast, or Dan, the café owner).

Brand Values & Personality

What are the core values that define my brand? I believe in (value 1, value 2, value 3).

Interestingly, if my brand were a person, it would be described as (adjective 1, adjective 2, adjective 3).

USP

My unique selling proposition — what sets me apart from competitors — is (your USP).

Visual Inspirations

I am thinking about the logos I admire. For instance, I really like (brand / logo you have admired and inspires you) because (reasons). (specific elements such as the colour, simplicity, symbolism) appeal to me the most.

On the other hand, I dislike the logo of (brand / logo you felt was not a good job) because (reasons).

Considering the type of logo that might suit my brand, I am leaning towards (a wordmark, an icon, an abstract symbol, a mascot, or a combination).

The overall look and feel I envision is (desired aesthetic, for example, modern and minimalist, bold and playful).

When it comes to colours, I am drawn to (two or three colours you feel would work well or like your designer to include). I want to avoid (colours) because (reasons).

In terms of typography, I like fonts that are (font preferences, for example, clean sans-serif, elegant script).

Competitors

Looking at my competitors, such as (competitor 1, competitor 2), their logos are (describe their logos, what it evokes in you, or your common consumer).

I want to differentiate myself by (how you want to stand out).

Usage Scenarios

I plan to use it on my website, social media profiles, business cards, signage, and perhaps merchandise like (napkins, caps, cutlery, paper bags, etc).

Therefore, the logo needs to be versatile.

Do I need different versions for light and dark backgrounds? Probably (yes / no / maybe you can guide me).

Should it work in both horizontal and vertical orientations? (yes / no), because (reasons).

Scalability is important. The logo should look good both on a large billboard and a small app icon. I need a logo that maintains clarity and impactful at any size.

File formats and Colour Modes

I need to consider the technical aspects - I will most likely require — (file formats - PNG, JPEG, EPS, SVG, AI).

Between colour modes — (RGB) for digital applications and (CMYK) for print — I will require (RGB / CMYK / both).

Budget and Timeline

I want to be realistic about my budget. I can allocate (a realistic, thought-through, researched amount) for this logo design.

As for the timeline, I aim to have the logo completed by (desired completion date), perhaps in time for (event or launch).

Payment Terms

I prefer to (pay a deposit upfront and the remainder upon completion / pay the entire amount after completion).

Considering Legal and Ownership Details

Do I plan to pursue a trademark? (yes / no).

Let’s be cautious about existing trademarks to avoid infringement.

Are there any symbols or imagery you should avoid? (symbols or imagery to avoid).

To keep the project on track, I will be the main point of contact, or perhaps I’ll assign (name of team member).

My preferred method of communication is (email, phone calls, video meetings).

I love your idea of having Notion track this project. Works like a charm already!

I already have answers to some of the questions I had regarding -

Your typical workflow

What do you would need from me at each stage

Your revisions policy

I am ready to begin. With this reflection complete, I feel like we are both better prepared.

I am eagerly awaiting our Discovery Call next week.

Best,

(Your name)

Typically, this is what your email will look like once you have everything filled out -

Hi Srishti,

I am beyond excited that you are designing the logo of my new business!

I’ve articulated my thoughts below that will hopefully guide us towards a cracker logo.

The exact name I want appearing in the logo is Urban Greens. Do I have a tagline or slogan that should accompany it? Yes, ‘Organic Market’.My business operates in the grocery and organic food industry, focusing specifically on locally sourced and organic produce.Are there any nuances in this field that might influence the design? For instance, importance on sustainability and supporting local farmers.I offer fresh vegetables and fruits, organic dairy products, artisanal breads, and eco-friendly household items, which cater to health-conscious individuals, families, and environmentally aware consumers.

Mission & Vision

Reflecting on my company’s mission, I realise it’s all about providing high-quality, organic products while supporting local farmers and promoting sustainable practices. My long-term vision is to expand our presence to multiple cities, becoming a trusted name in organic and sustainable grocery shopping.

Demographics and Psychographics

My ideal customers are typically aged between 25–50, and they are predominantly female, but inclusive of all genders.They live in urban and suburban areas and usually have an income level of INR 60,000 — INR 80,000.But demographics are just the surface. Their interests include healthy eating, sustainability, and supporting local businesses, and they value quality, transparency, and community.Their lifestyles might involve busy schedules, prioritising health and wellness, and a preference for eco-friendly products, and they often exhibit behaviours like choosing organic options, reducing waste, and seeking out local products. Do I have specific customer personas? For example, ‘Riya, the wellness enthusiast’, a 35-year-old yoga instructor who prioritises organic food and sustainable living.

Brand Values & Personality

What are the core values that define my brand? I believe in sustainability, community support, and quality.Interestingly, if my brand were a person, it would be described as caring, authentic, and trustworthy.

USP

My unique selling proposition — what sets me apart from competitors — is our commitment to sourcing exclusively from local farmers and our dedication to sustainable packaging solutions.

Visual Inspirations

I am thinking about the logos I admire. For instance, I really like pure & sure because of its clean and natural aesthetic that reflects the brand’s focus on organic products. The use of earthy tones and leaf motifs appeal to me the most.On the other hand, I dislike the logo of simpli namdhari’s because it feels too rigid and doesn’t emphasize the organic aspect of their business.

I’m sure your moodboard will consider this. We can go over colours, images, and styles that resonate with my brand, such as earthy tones, minimalist designs, and botanical illustrations.

Considering the type of logo that might suit my brand, I am leaning towards a combination of a wordmark and a botanical symbol.The overall look and feel I envision is fresh and inviting with a touch of elegance.When it comes to colours, I am drawn to shades of green and earthy browns. I want to avoid neon colours and overly bright hues because they don’t align with our natural and organic image.Understanding colour psychology, I know that green conveys health, freshness, and sustainability might evoke the feelings I’m aiming for. In terms of typography, I like fonts that are clean serif or sans-serif with a modern yet approachable feel.

Competitors

Looking at my competitors, such as pure & sure and Jiva Bhumi, their logos are simple, use natural colour palettes, and include elements that suggest freshness and quality.I want to differentiate myself by highlighting our local roots and sustainable practices through unique botanical elements and a more personalised design.

Usage Scenarios

I plan to use it on my website, social media profiles, business cards, signage, and perhaps merchandise like reusable grocery bags.Therefore, the logo needs to be versatile. Do I need different versions for light and dark backgrounds? Probably yes.Should it work in both horizontal and vertical orientations? Yes, because we may need flexibility for different mediums and spaces.Scalability is important. The logo should look good both on a large storefront sign and a small product label. I need a logo that maintains clarity and impact at any size.

File formats and Colour Modes

I need to consider the technical aspects — I will most likely require — PNG, JPEG, EPS, SVG, AI for various uses.Colour modes are — RGB for digital applications and CMYK for print. I will require both.

Budget and Timeline

I want to be realistic about my budget. I can allocate INR 80,000 for this project. As for the timeline, I aim to have the logo completed by June 30, 2025, perhaps in time for our launch event in July.

Payment Terms and Trademarking

I prefer to pay a deposit upfront and the remainder upon completion. Do I plan to pursue a trademark? Yes.Let’s be cautious about existing trademarks to avoid infringement.Are there any symbols or imagery I should avoid? Symbols that are overly complex or commonly used in the grocery industry, such as generic baskets or generic leaf icons.

To keep the project on track, I will be the main point of contact, and also assign Vivek, my operations manager. My preferred method of communication is email and video meetings.I love your idea of having Notion track this project. Works like a charm already!

I already have answers to some of the questions I had regarding -

Your typical workflow

What do you would need from me at each stage

Your revisions policy

I am ready to begin!

With this reflection complete, I feel like we are both better prepared.I am eagerly awaiting our Discovery Call next week.

Best,

Shah Rukh Khan