Logo Discovery Survey

Strategic Questions to Guide Your Visual Identity

First…

•⁠ ⁠There are no wrong responses.

•⁠ ⁠If you don’t know, write I don’t know.

•⁠ ⁠Resist the urge to offer answers that sound good. The truth is more important.

Let’s begin.

Name

First Name

Last Name

Brand Name

1) BRAND ESSENCE

What is your brand in one sentence?

(Avoid generic language. Aim for clarity, impact and emotion.)

What makes your brand the obvious choice for your ideal customer?

(Be specific. What differentiates you?)

Why did you start this brand?

(What problem or gap were you compelled to solve?)

What do you want your brand to be known for , something no one else in your space can claim?

If your brand had a mantra or tagline, what would it be?

(It need not be perfect or creative. But be as expressive as you can.)

What would make you say, “This logo is perfect”?

(Define success in your own words.)

2) AUDIENCE & EMOTIONAL IMPACT

Describe your ideal client without using generic labels like “buyers” or “entrepreneurs. ”

(Who are they as people? What do they value, fear or aspire to?)

What should people think, assume, or feel when they experience your brand or see your logo?

(Single words or short phrases are fine e.g., Confident, Best-in-Class, Calm, Powerful.)

What changes or outcomes do clients experience after working with you?

(Describe practical improvements and emotional shifts—what’s different for them after your work together?)

Top 3 brands you admire visually or emotionally that you believe reflect aspects of your brand.

(Inside or outside your industry. What about them resonates with you?)

3) BRAND PERSONALITY & TEMPERAMENT

Select or write 5–10 words that best describe your brand’s personality.

(You can choose from this list or write your own: Authentic, Bold, Calm, Clever, Classic, Creative, Disruptive, Elegant, Energetic, Friendly, Grounded, Helpful, Honest, Luxurious, Minimal, Modern, Powerful, Practical, Quirky, Refined, Sophisticated, Timeless, Warm)

What tone of voice does your brand speak in?

(List up to 5. e.g., Warm, Straightforward, Authoritative, Empathetic, etc.)

If your brand were a person, what advice would it give the world?

Wardrobe Mirror: If your brand had a closet, what would it wear during a typical day in the life of your brand?

(Literally assemble an outfit that your brand would wear while carrying out its daily work. Include clothes, accessories, maybe even a scent. What brands are on the labels? How does this reflect your brand’s personality?)

Temperament Spectrum

Review each of the following pairings and describe where your brand falls between them. You can write a short phrase or choose a word that best represents your balance between the two:

Warm vs. Cool

(Is your brand emotionally open and inviting, or more reserved and sleek?)

Energetic vs. Calm

(Is your brand fast-paced and high-energy, or grounded and tranquil?)

Friendly vs. Professional

(Is your brand more casual and approachable, or formal and authoritative?)

Quirky vs. Refined

(Is your brand playful and unconventional, or elegant and polished?)

Humble vs. Bold

(Is your brand quietly confident, or attention-grabbing and assertive?)

Simple vs. Detailed

(Does your brand rely on clarity and simplicity, or rich storytelling and texture?)

Rebellious vs. Trustworthy

(Is your brand a rule-breaker or a dependable guide?)

4) VISUAL STYLE & SYMBOLISM

What should people think or assume the instant they see your logo?

What types of logos resonate with you?

(Wordmark, Symbolic, Emblem, etc. Feel free to list brands you admire.)

Are there any colors or visuals you are drawn to or want to avoid?

(Include emotional or strategic reasons.)

If your brand were represented by objects, what would they be?

(List 10–20 nouns (people, places, things) that feel metaphorically or visually tied to your brand. Briefly explain each.)

What kind of typography energy fits your brand best?

(Choose 1–2 styles and explain why.) a. Classic Serif — Established, Trustworthy, Elegant b. Modern Sans Serif — Clean, Direct, Sophisticated c. Geometric — Precise, Innovative, Structured d. Humanist — Friendly, Approachable, Warm e. Script/Handwritten — Personal, Creative, Expressive f. Display/Decorative — Bold, Unique, Stylized

Design Style Spectrum

Review each of the following style contrasts and describe where your brand feels most aligned. Share a word or short phrase that explains your choice:

Minimalist vs. Expressive

(Is your brand clean and subtle or bold and full of personality?)

Classic vs. Modern

(Rooted in tradition or leaning toward contemporary design?)

Corporate vs. Personal

(Does your brand feel formal and institutional or individualized and human?)

Playful vs. Serious

(Lighthearted and fun or focused and thoughtful?)

Masculine vs. Feminine

(Which energy or aesthetic feels more appropriate—strength and minimalism or softness and elegance?)

Loud vs. Quiet

(High-impact and attention-seeking or subtle and understated?)

Traditional vs. Disruptive

(Established and safe or rule-breaking and boundary-pushing?)

Approachable vs. Authoritative

(Friendly and conversational or expert and commanding?)

Luxurious vs. Practical

(Premium and indulgent or value-driven and functional?)

Artistic vs. Technical

(Creative and expressive or precise and engineered?)

5) PRACTICAL & STRATEGICAL CONSIDERATIONS

Where will the logo primarily live?

(Digital, packaging, apparel, print, etc.)

If you had to choose between something safe but but effective or bold and unexpected which would you prefer?