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• What is the current logo?
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• Do you have a strapline or slogan that goes along with your logo?

• Why are you looking to change the logo?

• What do you like and dislike about the current logo?

• What do you want the new logo to accomplish?

• What three attributes would you like your target audience to think of when looking at your new branding?

• Which of these words is a better fit for your brand?

• How will the logo mainly be used?

• What colours or colour palettes does the company typically use, and why?

• Are there any elements from the existing logo you'd like to keep, and why?

• Are there any restrictions to consider when designing the new logo?

• Is there anything that must be included, like existing brand elements, words or icons?

• Looking at your rivals' branding, what logos do you think work, and why?

• Are there any logos you don't think work, and why?

• What words describe how you feel when looking at your current logo and branding?

• In your opinion, what defines a successful logo?

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