Logo & Brand Identity Questionnaire

There’s something special about a logo that’s made for you—not for “everyone.” A handcrafted mark carries intention. It reflects your story, your standards, and the way you want people to feel when they meet your brand for the first time.

The Importance of a Tailored Logo

A logo is more than just a design; it is the face of your brand. It communicates your values and connects with your audience on an emotional level. A well-crafted logo can set you apart from competitors and create a lasting impression.

Understanding Your Brand - Logo & Brand Identity Questionnaire

The Logo & Brand Identity Questionnaire questionnaire is designed to capture the heart of your business. The more insight you share, the more we can create a brand that feels authentically you.

About Your Business

1. What is your business all about? If you had just 30 seconds to explain your product or service to someone new, what would you say?

2. What problems or needs do you solve for your customers?

3. Who are your main competitors (direct or indirect)?

4. What do you admire about their brand identity?

5. What do you feel they’re missing or could improve?

6. What sets your background, product, or service apart from the rest?

7. Is there a story behind your business name or how it came to be?

8. Use five adjectives or short words that best describe your company’s personality.

   
   

Your Audience

1. Describe your ideal customer. Who are they, what do they care about, and how do they make decisions?

2. What primary message do you want your customers to remember about you?

3. Use five adjectives or short phrases to describe your ideal customer.

4. Do you have any market research, customer data, or insights you can share about your audience or product?

   
   

Create Your Brand Direction

Brand Direction

1. Do you have any guidelines, color preferences, or visual “do’s and don’ts”?

2. Share up to three brands whose identities inspire you.

3. What draws you to them — their tone, design, emotion, or overall feel?

4. Share up to three brands or logos that feel weak to you.

5. What about them doesn’t work or connect?

6. Use five adjectives or short phrases to describe your brand’s desired look and feel.

   
   

Designing Your Logo

Logo Design

1. What is the full name of your company as it should appear in your logo?

2. Are there specific words or parts of the name you’d like emphasized?

3. Would you like to include a tagline? If yes, please write it here.

4. What age group or demographic do you primarily serve?

5. Where will your logo appear most often (website, signage, packaging, print, social media, etc.)?

6. If you have an existing logo, do you want to retain any elements or symbolism from it?

7. Do you have any ideas, visuals, or metaphors in mind for your new logo?

   
   

Envisioning Beyond the Logo

Optional: The Vision Beyond the Logo

1. If your brand were a person, how would they dress or speak?

2. What feeling should your brand identity leave behind?

3. When people think of your brand, what one word do you hope comes to mind?

   
   

Next Steps

Once you’ve completed this questionnaire, we’ll schedule a creative strategy session to explore your responses. We will translate them into visuals, tone, and design direction. Your answers will serve as the blueprint for your logo, color palette, and brand personality—the foundation of how your audience will see, feel, and remember you.

With Gratitude

Thank you for trusting Illustrated Domain with your story. We believe your brand is more than a logo—it’s a living, breathing expression of what makes you extraordinary.

Send your answers: sarah@illustrateddomain.com

Schedule here: calendly.com/sarahsherman/30min