Branding Questionnaire

1. Current Core Identity Discovery:*
- Organization name
  
  (List the way you want the company name displayed in our new logo lockup. Also will we need a; ®, ™, tagline, and any other derivatives to be included in your new logo?)
- What does our business do? (Use a succinct, objective description.)
- What is our Brand Heart (the core of our brand)? (List your purpose, vision, mission, and values.)
- How is our brand currently perceived? Does it align with our Brand Heart?
- How do we want to be perceived?
- How has our brand changed over time?
- Who is our audience?
- Who is our competition?
- How do we fit into the landscape?
- How do we differentiate our brand?
- What is our current brand personality? (Place where you want your brand to fall on the spectrum below.)
- Traditional - Progressive [0-5]
  - Traditional
  - 1
  - 2
  - 3
  - 4
  - 5
  - Progressive
- Exclusive - Accessible [0-5]
  - Exclusive
  - 1
  - 2
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  - 4
  - 5
  - Accessible
- Corporate - Friendly [0-5]
  - Corporate
  - 1
  - 2
  - 3
  - 4
  - 5
  - Friendly
- Serious - Fun & Playful [0-5]
  - Serious
  - 1
  - 2
  - 3
  - 4
  - 5
  - Fun & Playful
- Understated - Bold [0-5]
  - Understated
  - 1
  - 2
  - 3
  - 4
  - 5
  - Bold
- Simple - Complex [0-5]
  - Simple
  - 1
  - 2
  - 3
  - 4
  - 5
  - Complex
- City, Urban - Natural [0-5]
  - City, Urban
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  - 2
  - 3
  - 4
  - 5
  - Natural
- Steady - Dynamic [0-5]
  - Steady
  - 1
  - 2
  - 3
  - 4
  - 5
  - Dynamic
- Realistic - Idealistic [0-5]
  - Realistic
  - 1
  - 2
  - 3
  - 4
  - 5
  - Idealistic

2. Current Visual Identity Discovery:*
- What does our current visual identity look like? (Describe logo, color, typography, etc.)
- What does our current visual identity communicate?
- How does our current visual identity align or misalign with our values?
- What do we NOT like about our current visual identity?
- How has our visual identity changed over time?
- How do we feel about our current logo?
- Where will our logo be used (print, web, social)?
- Why type of “character” or “personality” would we like our new logo to have?
- Should our new logo be “evolutionary” or “revolutionary”? (Decide whether you want to update your current logo or start from scratch.)

3. Current Brand Voice Discovery:*
- What differentiates us? (Articulate how you’re different from your competitors by filling in this statement: “Our [offering] is the only [category] that [benefit].”)
- What is our current tagline?
- What is our current value prop?
- What are our three main selling points/messaging pillars?
- What is our current brand personality? (It can also be helpful to describe your brand as a persona)
- What is our current brand voice/tone?

4. Design Discovery:*
- What is our current brand voice/tone?
- What type of logo are we looking for in this new logo? (Optional)
- Wordmark
- Combination Mark
- Sans Serif Font Style: (Fonts.com) (Optional)
  - None
  - Geometric (Radikal, Sofia Pro, Canero, Branding)
  - Grotesque (Helvetica Neue, Europa Grotesk, District, DIN)
  - Humanistic (Proza, Tisa, Diverda Sans, FF Advert)
  - Square (Industry, Geom Graphic, Kimberly, Venus Rising)
  - Soft (Brandon, Univia Pro, Expressway Soft, Neuzeit Office Soft Rounded)
- Serif Font Style: (Fonts.com) (Optional)
  - None
  - Clarendon (Abril, Corporate A, News 701, ITC Charter)
  - Glyphic (Americana, Danmark, Romana, Amerigo)
  - Neoclassical (Mirador, ITC Fenice, Basilia, Curve)
  - Old Style (ITC Galliard, ITC Garamond, Berling, Calisto)
  - Slab (Lubalin Graph, PMN Caecilia eText, Supra DemiSerif News Slab)
- Script Font Style: (Fonts.com) (Optional)
  - None
  - Calligraphic (Indie, Peaches and Cream, Desert Script, Krinkes)
  - Casual (Hello Beautiful, Vice Beautiful, ITC Blaze, Spring)
  - Formal (Coronet MT, Snell Roundhand, Cafe Aroma, Phraell)
  - Handwriting (Born Ready, Mustang, Pinselschrift, Earnst and Emily)
- Font Case: (Optional)
- Font Weights: (Optional)
- Main Color: (Optional)
- Color Palette Styles: (Optional)
- Picture-Mark Styles: (Optional)
- Logo Selection (Select 3-4 that you are drawn too): (Optional) Logo-Selection.pdf
- Logo Selection
- Are there any logos or brand identities you like or dislike that you feel have some relevance? Why do you like or dislike them? (Optional)
- Are there any particular Do's or Don’ts? (Optional)
- Is there any other information you feel may be useful at this stage? (Optional)