01 — About your business Business name Your email address Industry Technology / SaaSHealth & wellnessFood & beverageFashion & apparelFinance & fintechReal estateCreative servicesE-commerce / retailEducationNon-profitOther Years in business Pre-launch / startupLess than 1 year1–3 years4–10 years10+ years What does your business do? (1–2 sentences) Who is your target audience? 02 — Brand personality Brand personality traits (select all that apply) Bold & confidentWarm & approachableInnovative & forward-thinkingCalm & trustworthyPlayful & funLuxurious & refinedMinimal & understatedEarthy & authenticEdgy & disruptiveProfessional & expert List 3–5 adjectives you want people to feel when they see your brand What should your brand NEVER feel like? 03 — Visual style preferences Overall style 1 — Very minimalist2 — Lean minimalist3 — Balanced4 — Lean maximalist5 — Very maximalist Design era feel 1 — Very traditional / classic2 — Lean traditional3 — Balanced4 — Lean modern5 — Very modern / contemporary Tone 1 — Very serious / formal2 — Lean formal3 — Balanced4 — Lean casual5 — Very playful / casual Color lightness 1 — Very dark tones2 — Lean dark3 — Balanced4 — Lean light5 — Very light tones Preferred color families (select all that apply) Neutrals (black, white, gray)Earth tones (brown, tan, clay)Blues & tealsGreensWarm tones (red, orange, yellow)Pastels & soft tonesBold, high-contrastDeep jewel tones Colors to avoid — or must include? Logo style preference Wordmark — company name as the logo (e.g. Google, FedEx)Lettermark — initials or abbreviation (e.g. IBM, HBO)Logomark / icon — symbol only (e.g. Apple, Nike)Combination mark — icon + name togetherEmblem — name inside a badge or crestNo strong preference — open to recommendations 04 — Competitors & inspiration Name 2–4 competitors and describe their branding (likes/dislikes) Brand or logo examples you admire (any industry) — and why What sets you apart from competitors? 05 — Usage & deliverables Where will the brand primarily be used? (select all that apply) WebsiteSocial mediaPrint / packagingSignage / environmentalMobile appEmail / newslettersMerchandise / apparelVehicle wrapsTrade shows / eventsPresentations / decks Existing brand assets Starting completely from scratchHave an existing logo to redesignHave some assets (colors, fonts) to work withHave a partial brand guide to build on Expected deliverables (select all that apply) Logo suite (variations)Color paletteTypography systemIconography stylePhotography / imagery guidelinesBrand voice & toneStationery templatesSocial media templatesUsage do's & don'ts 06 — Final thoughts Is there a story behind your business name or meaning to incorporate? What does success look like? How will you know the new brand is right? Anything else we should know before getting started?
