Visual Identity Questionnaire

Client Info

Full Name

Company name

Company Address

Website (If any)

What does your business do? (1–2 sentences)

Why did you start your business / what’s the story behind it?

Describe your ideal client / target market.

Are there specific traits, characteristics or personality types that you see as being unique to your ideal market's base?

What do you want this logo/branding to help you achieve?

List 3–5 words that describe the personality, look, or vibe you want for your brand.

(EX: Modern, Playful, Elegant, Whimsical, Masculine, etc...)

Think of your brand as a person, place or thing. List 5-10 concrete nouns that represent your brand.

EX: Not "Freedom" or "Flight" but something like "Wings", "Flag", "Eagle".

Are there any colors, fonts, icons, or styles you like?

Are there any colors, fonts, icons, or styles you want to avoid?

Do you currently have a logo? If so, what do you like about it? If not, skip this question.

If you have an existing logo, please email it to bpatula@brooklynndesigns.com

What logo types are you open to? (Checkboxes)

Wordmark - Just typography (ex: Google)

Lettermark - Abbreviated Typography (EX: NASA)

Abstract Logo - Not directly representing an object (EX: The Nike Swoosh Logo)

Pictoral Logo - Represents something you can recognize (looks similar to something found in the world)

Mascot Logo - Has an identifying figure (EX: Wendy's, Team Mascot)

Combo Logo - Type + Icon Design (EX: Burger King)

Emblem/Badge Logo - Closed in with a shape (EX: Starbucks)

Where will your logo be used? (Social media, merch, signage, etc.)

Who are your main competitors? (Names or links)

In your opinion, what defines a successful logo?

Anything else you want me to know?