Visual Identity Questionnaire

Client Info

Full Name

Company name

Company Address

Website (If any)

About the Business

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?

Project Goals

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

Brand Personality + Vision

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

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

When you think about your business, what objects, symbols, animals, places, tools, or things represent it? List 15–20 nouns below. These will help inspire and guide the brand mark design process.

NOT "Freedom" or "Flight" but something concrete like "Wings", "Flag", "Eagle".

Are there any colors that you WANT to use?

Are there any colors that you want to AVOID?

Are there any font(s) / font styles you WANT to use?

Are there any font(s) / font styles you want to AVOID?

Logo Preferences

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 upload it below or 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.)

Competition

Who are your main competitors? (Names or links)

Final Notes

In your opinion, what defines a successful logo?

Anything else you want me to know?