* Your Name
What is your business name?
What is the meaning behind the name?
What is your business purpose?
Try to sum up the goals + mission of your business in one sentence. Make sure to include who your ideal audience is, what your business has to offer, as well as how they benefit from your service/product.
What adjectives best describe your brand?
These words will cultivate the emotion that people get when interacting with your brand.
What do you want your new branding to accomplish?
Who is your ideal client / target audience?
Try to get specific! Are they a certain age or demographic? What adjectives describe them? Where do they shop?
What makes your business unique? What do your clients love about collaborating with you?
What is your client / target audience’s most basic problem, that you have the solution for?
What are a few big goals you have for your business? How do you think you will expand in the future?
Where will your logo primarily be used? Print, web, merchandise?
If for the web, for example, a horizontal logo works best. Stickers, T-shirt, etc.
Do you have a tagline? If so, would you like it stated alongside your logo?
Who are your competitors?
This allows me to better understand your market + competition. We want to make sure to steer away from a visual identity that is too similar to theirs. You have a unique brand, and I want to make sure we stay true to that.
Do you have any color preferences, or existing brand colors that need to remain?
Common color associations include:
Blue: Integrity, Trust, Tranquility, Loyalty, Intelligence
Green: Money, Growth, Freshness, Environmental-Friendliness
Yellow: Happiness, Originality, Energy
Purple: Royalty, Spirituality, Luxury
Pink: Femininity, Compassion, Playfulness
Red: Power, Strength, Passion
Orange: Courage, Originality, Success
White: Cleanliness, Purity, Freshness
Black: Elegance, Drama, Strength
Do you have any colors you want to steer away from?
What three brands do you love, and why?
Are they fun + whimsical, clean + professional, or sophisticated? Think in terms of your business, not just brands that you personally love. We need to make sure that your new visual identity best represents your business, and not just your personal style — although sometimes these are one in the same!
Do you have a preference on typography?
(ex: script, bold, light, hand drawn, custom lettering, etc.)
Serif Fonts, like Times New Roman, Georgia, and Garamond: Authoritative, Traditional, Respectable
Sans Serif Fonts, like Helvetica, Arial, and Verdana:
Modern, Clean, Stable
Slab Serif Fonts, like Rockwell, Courier, and Museo: Bold, Strong, Modern
Script Fonts, like Lobster, Lucida, and Brush Script: Elegant, Friendly, Creative
Modern Fonts, like Politica, Eurostyle, and Matchbook: Fashionable, Stylish, Exclusive
How would you describe your brand to a friend?
Gender of your target audience
What areas of your current brand do you want to keep, if any at all? Please explain.
Any additional details or creative considerations? I want to ensure we are on the same page throughout this collaborative process!