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Logo Design Questionnaire

Below you will find a questionnaire which is the first stage of logo and identity design. It is meant to help gather information about your business for the design and development process.

Please try to give accurate, thoughtful, and detailed replies to the questions. Your replies will help us gain valuables insights on your company, the business you conduct, and your customers, as well as your taste and personal preferences. Your replies will help us formulate goals your new logo will be required to achieve and also design the very best strategically positioned logo.

THE BENEFITS OF DISCOVERY The discovery process organises all of the business goals & requirements as well as brand considerations into a single document. It enables successful collaborations and helps yield targeted solutions to reach your audience with laser precision. Answering the questions below will offer insights into your strategic and business goals, help us both determine a logo direction that fits your company, and most importantly, one that speaks directly to your customer. Skip any questions that clearly do not pertain to your needs, but please answer as many questions as possible. The more you share, the better the job we can do for you. Thank you!

    Your company / brand name *

    Your company / brand's e-mail address *

    Please write out the logo name exactly as you’d like for it to appear in the design*

    Company tagline or slogan - Do you want your tagline to always appear with your logo?

    What does your company do?

    Are you a new or existing business?

    If you are an existing business - Please provide your current logo

    Why are you looking for a new logo? What don't you like about your old logo?

    Are you refurbishing your current logo?

    What or Who is this brand identity for?


    Really think about who your audience is, how their interests are aligned to your business, and how you connect with them.

    Who is your target audience or customer (the most likely users of your product / service)?

    What’s the age group of your target audience?

    How do your customers find out about you?

    Where is your logo or brand identity likely to be used? Select all that may apply.


    The following questions will dive into the essence and identity of your brand.

    Company Mission Statement: (This is a sentence or two that explains your company’s goals. It should also weave in some information about what your organisation is and why it exists.)

    What are your companies values / ethics?

    Value Proposition: (How do you solve your customers’ problems? This should summarise why someone should buy your product or invest in your services)

    How would you describe your brand? What wording would you like people to associate with your brand? Select those relevant to you.


    Now we’re getting into the look and feel of your brand. The following questions will help you narrow down your visual preferences.

    Which of these logo formats are you looking for? Select those relevant to you

    This format includes your company’s name in stylized typeface and/or your company initials in a simple shape.

    This mark includes literal or representative imagery to symbolize your brand.

    This format includes abstract shapes and symbols that convey a specific idea or attribute. These types of logos are very unique and identifiable often without the company name.

    This features the name or initials of the company, usually as part of a pictorial element or shape.

    Are you inspired by any existing logos? Please give examples.

    Are there any colours that resonate particularly with your business?

    Are there any colours that should be avoided?

    Do you need a brand guidelines to accompany your logo for future reference?

    Is there any other information you feel may be useful at this stage?

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