In brand identity, the logo is often considered as your company’s first handshake with the world. Whether you’re a small business owner or a freelance designer, the logo review process can either be a smooth joint effort or a frustrating exchange of unclear notes and unmet hopes.
At Digicorns, we believe the real spark happens when clients and designers share the same vocabulary. That’s why we’ve put together this simple, practical guide to direct everyone toward more helpful and constructive logo critiques.
Why Logo Critique Matters
A great logo not just looks beautiful, it also expresses a brand’s personality, values, and vision into a single, memorable image. Whether you are the designer who made the logo or the reviewer, the critique process makes sure that:
- The design genuinely represents the brand’s identity
- The feedback ties back to strategic goals rather than shifting personal preferences
- Revisions move in the right direction, with each adjustment driving the design closer to its target
However, this only happens when the critique is focused and transparent.
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For Clients: How to Give Meaningful Logo Feedback
You don’t need a design degree to check that the logo design is accurate. Make your input count by following these steps:
1. Start With Your Brand Objectives
Before moving forward with color or layout, one must contemplate whether the logo’s design is able to depict the brand’s mission and values completely. A designer could question, “Did it portray our vision?”
Examples:
- “We want to be seen as approachable and planet-friendly.”
- “Our customers are young professionals who crave smart tech.”
Reminding the designer of these goals creates a reference point that goes beyond opinions.
2. Focus on What Works First
Positive feedback is often overlooked. When you start, speak about what you like.
Example:
- “The typeface feels bold and confident, and that’s exactly our tone.”
- “The icon conveys the idea of motion, and it aligns with our brand.”
This signals to the designer which elements to keep, minimizing the need for rework.
3. Be Specific with What Doesn’t Work
Instead of saying, “I don’t like that,” summarize the gap.
Example:
- “The font looks too traditional, while we are aiming for a fresh and more modern feel.”
- “The icon is clever, but we worry our audience won’t understand it instantly.”
Exact language like this not only fosters clear communication but also saves time and money.
4. Ask, Don’t Dictate
Avoid commanding “Make it blue” unless it is tied to a strategic goal.
Shift to dialogues like:
- “Could we think about a cooler color palette to feel more tech-forward?”
- “What’s the thinking behind the serif type choice here?”
This allows for thoughtful design decisions instead of quick, impulsive changes.
5. Consider Your Audience
Remember, the logo is not a personal statement; it’s a bridge that connects you with your target audience.
Keep their views at the center and ask:
- “Will our customers immediately connect with this design?”
- “Can it scale down and hold up on social media or packaging?”
Your design has to resonate, not just please the room.
For Designers: How to Receive and Interpret Client Feedback
Designers, your role isn’t just to make things pretty; it’s to turn feedback into brand-aligned solutions. The following can help you streamline the process:
1. Educate as You Present
Start the conversation with clients by explaining your choices.
Example:
- “I decided to use these colors because they represent calm and trust.”
- “The icon mixes your initials with a leaf to symbolize sustainability.”
When clients see the thinking behind the visuals, their feedback stays anchored in purpose rather than instinct.
2. Ask Clarifying Questions
When a client says, “It doesn’t pop,” follow up with curiosity.
Example:
- “Can you tell me what it means when you say ‘pop’? Is it brighter colors, sharper shapes, or something else?”
- “Is there a specific logo you have seen that has the feel you want?”
Asking questions like these helps in turning vague feelings into actionable insights.
3. Don’t Take It Personally
Even if you worked late nights to make that amazing logo, remember: it’s the brand in the spotlight, not your ego. Respond to the feedback with a curious mind, not a bruised heart. Each comment is a stepping stone toward the brand’s best face.
4. Provide Visual Options
Sometimes words are not enough, and this is where confusion starts. You should swap out talks for visuals:
- One that stretches truly toward the client’s suggestion
- One that keeps the vision you started with
- One that finds a middle ground
These choices let the client see the direction clearly and prove that you have heard them.
5. Keep the End Goal in Sight
Revisit the brand goals throughout the entire process. It’s easy to get lost in the small details, so keep asking things like:
- “Does this still match the vision we agreed on?”
- “Will this translate properly across all platforms – from mobile screens to business cards?”
Bridging the Gap: Clients + Designers = Teamwork
At Digicorns, we believe logo design is not a solo act. It’s a collaborative journey where clients and designers work hand in hand to achieve a shared vision. When clients share smart, clear feedback and designers keep the door open to change, the result is a logo that’s beautiful, strategic, unforgettable, and a true brand hallmark.
Learning to critique logos meaningfully is a skill that will help you set a brand that lasts far beyond this one logo, whether you are setting up your first business or winning awards in the field.
Ready to Build a Logo That Speaks Volumes?
At Digicorns, we don’t deliver mere graphics—we create brand DNA. If you want to see your vision crystallized into a logo that dares, that resonates, and that aligns with your mission, this is where we co-create.
Contact us today and walk into your branding journey with knowledge and regard for yourself.