One of the best ways to gauge how much the person being interviewed knows about your company would be by asking that person to design a logo for the company keeping in mind its policies and its target audience. If you are able to get a quick and satisfactory response then you know that you are hiring someone who has prior knowledge about the company and someone who can think quickly as well as under pressure. In this present day and age where there is cut throat competition between companies you cannot afford to hire a person who takes up a lot of time to come up with new ideas.