Visual Idenity Questionnaire

Let's make a brand together!

A brand is more than just a logo—it's an emotion, an experience. This form is crafted to delve deep into the essence of your brand. By understanding your brand's core, we aim to create designs that echo your brand's spirit. Let's embark on this branding journey together!

If you are unsure about some questions feel free to write "To be discussed" or "Seeking Suggestions".
Every piece of information, regardless of clarity, steers us closer to a design that personifies your brand.

Thanks for your cooperation.

01 Strategic Foundation

Focuses on the high-level summary of who the brand is today.
Why this is important: We need to ensure the visual direction is rooted in your existing business goals. This section acts as our "anchor" to make sure the design doesn't just look good, but stays true to your established brand.

What is the name of your brand?

The Elevator Pitch: In three sentences or less, what does your company do?

The Brand Strategy Summary: In a few sentences, what is the mission, vision and core values of your brand?

The One-Sentence Value: What is the primary message or promise we must communicate visually?

Target Audience Profile: Briefly, who is the primary audience that needs to trust this new look?

02 Positioning & Perception

Focuses on how the brand sits in the market and how it should be felt.
Why this is important: Visuals are a form of communication. By defining the desired perception and positioning, we can choose colors, shapes, and layouts that subconsciously tell the customer exactly where you fit in the marketplace.

The Perception Gap: How is your brand currently perceived, and how do you want it to be perceived? What is the #1 adjective you want them to use?

Market Positioning: Where do you sit on the spectrum?

The Competitive Vibe: List 3–5 competitors. Which competitor’s positioning do you want to move away from or move toward, and why?

03 Brand Personality

Focuses on the human characteristics, the "Look and Feel" and the "Voice" of the identity.
Why this is important: Personality is the bridge between strategy and design. These answers provide a filter for every creative choice.

The Brand Archetype: If your brand was a person, what would their personality be?

The "Look and Feel" Adjectives: Pick 3 words that describe the energy of the brand

Tone of Voice: How does your brand "talk"?

04 Visual Guidance & Standards

Focuses on the specific aesthetic direction and the client’s taste.
Why this is important: This section aligns our "quality compass" and provides a roadmap for the execution. By looking at your inspirations and preferences, we can identify the specific design languages that resonate with you, ensuring the final identity is both strategically sound and visually satisfying.

Brand Benchmarks Share 3–5 links to brands (in any industry) that represent the quality and "feel" you want to reach. Not for their product, but for their look and feel. Why them?

Color & Type Cues: Are there specific colors or typography styles that you feel are essential to your brand's story?

Legacy Elements: Are there any existing visual elements that must be kept, or are we building a completely new language?

Industry Standards: Do you want to "fit in" to your industry Look and Feel, so people immediately know what you do, or "stand out" by doing the opposite of your competitors?

The "Hell No" List: Is there anything you’ve seen in your industry that you find cliché or unattractive?

05 Brand Touchpoints

Focuses on the primary environments where the brand will be seen.
Why this is important: Knowing your touchpoints allows us to build a relevant identity that remains legible, impactful, and consistent whether it's printed on a box or viewed on a smartphone.