What is the purpose of the brand? i.e., stand out from competition, identify a new product, upgrade the company image, etc. If there is a current brand, why is it being refreshed?
Your Company Name – What word(s), letter(s) or icon(s) must be included in the logo? What are the companies values and/or mission?
Product or Service Description
What is it that makes your product or service different or unique from the competition?
Who are your readers/viewers/customers? i.e. Age, Sex, Job Titles, Socio-Economic Conditions, Employment, Geographic Concentration, etc. Do they already know about your product or service? What motivates them? Why do they want this product?
Are there any production considerations? i.e., needs to work in one or two colours, or at very small sizes, etc. How will the logo be reproduced? i.e., offset printing, web, clothing, embroidery, embossing, vehicle wrap, etc.
What limitations or constraints must be considered? i.e., schedule, budget, etc. What are some logos you like/dislike? What is it that you like/dislike about them?
Who are your competitors and what set you apart from them? do you offer anything different?
Last but not least!
Most communications leave one overall impression. Is there something specific the customer should remember about the company after seeing your brand?