Logo Design Questionnaire – Willard Kill Creative

What is your company name?

What industry sector is it in?

How would you describe your company and the products and services you offer?

In five words or less, can you summarize the feel of your company?

What are the unique selling points, features and/or benefits of your products/service?

Is there a story behind how your brand came about? Please elaborate

When people think of your brand, what words would you like them to attach to it? (Examples: innovation, sustainability, fun, professional, eco-friendly, cutting-edge).

What are the values and/or mission statement of your company?

What are some adjectives that describe how you’d like your logo to make people feel? (Examples: calm, excited, warm, comforted, emboldened, feminine/masculine, amused).

Who are you looking to target with your product/service? (Consider gender, age, location, income etc).

Are there any new markets you'd like to break into? If so, what are they and why?

Do you have a tagline to accompany the logo?

Do you want to use existing brand colors or a particular range of colors, or are there any colors you don’t want to use?

Is there a font you would like to use, or any you don’t want to use?

Who are your main competitors? How do they market themselves, and how are you going to differentiate your offering from theirs?

Is there anything that must be included, such as existing brand elements, words or icons?

Do you want your logo to include text only (known as a ‘wordmark’ logo, like Google’s), text and an icon or graphic (a ‘combination mark’, like Burger King’s), or an icon or graphic only (an ‘abstract mark’, like Pepsi’s, or ‘pictorial mark’, like Apple’s)?

What layout do you prefer? (Text-based or with a graphic incorporated into the text? A graphic separate from the text? Designed as a badge or emblem?)

What logos do you like and why?

What brands do you look up to and why?

What colors or color palettes do you like and why?

What three attributes would you like your target audience to think of when they look at your logo? (Examples: honesty, intelligence, humour, candidness, strength)

If you would like to use an icon, do you have any specific themes for the icon that you would like us to consider? Do you have any particular images or symbols you associate with your product or company?

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