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Brand & Identity Questionnaire

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A strong brand and identity is achieved through a clear understanding of who your company is, what the company stands for, and how it’s positioned. This process is key in order to develop a foundation that we build your company’s brand upon. Please give accurate, thoughtful, and detailed responses.

Name*

First Last

Email*

Phone*

Your Company and Audience

Company name as it should appear in your logo:*

Company tagline or slogan:*

Are you looking to have an additional logo lock-up in your identity suite that includes the company tagline?*

Yes

Describe your company and the products and/or services you provide?*

What is your company’s mission statement and/or company objectives?*

Describe your company’s target audience, and if possible include age range, gender social status, geographic area (regional, national, international), income, etc. If there are different groups, describe each (customers, partners, investors, other).*

What does your company offer the target market that others do not?*

What are the feelings and associations you would like your customers to have about your company?*

Who are your competitors? Do you feel any of their brands and/or identities are strong? Specify which ones and why or why not? Please provide a URL and/or any information regarding what you like about the design/presentation of each competitor’s logo and/or website.*

What do you want your logo to say about the company?*

List existing logos you like, and why? Be specific. (Example: I like Apple’s logo. It’s timeless, simplistic and memorable.) Include URL’s or send JPG images for Octavo Designs reference. See examples below.*

Now list existing logos you dislike, and why? Be specific. Include URL’s or send JPG images for Octavo Designs reference. See examples below.*

Examples of Brandmark logos (logo icon only):

Examples of logotype logos (typography only):

Examples of logo combinations:

Examples of encapsolated logos:

List existing brands you like, and why? Be specific. (Example: I like Under Armour’s brand because I feel like that they understand my goals as an athlete. I feel a strong connection to their imagery and messaging.) See examples below.*

List existing brands you dislike, and why? Be specific. See examples below.*

Example of Under Armour brand touchpoints:

Is there anything specific that must be included in your logo (aside from company name) or must not included? (Example: My logo must incorporate a graphic of a plane as well as the ® symbol because we are a registered company.)*

List colors and/or color schemes that should be considered and/or preferred for your company’s identity and brand. These colors should properly represent your company’s brand and not be personal preferences. List colors that should be avoided.*

Any additional notes and/or comments?*

Brand Touchpoints

Brand touchpoints are opportunities to connect with your audience, increase awareness, and build customer loyalty. Select any/all instances where your logo will appear?*

Advertising

Apparel

Collateral

Direct Mail

Events and Exhibits

Online

Promotions and Giveaways

Public Relations

Signage and Environmental Graphics

Social Media

Sponsorships

Stationery

Website

Other

Other*

Brand Attributes

Below are opposing attributes, each with a row of plot points. This spectrum should be filled out considering your first impression of what you believe your company’s identity should represent, placing a single plot point in each row. Strongest impressions closest to the attribute you feel firmly about and neutral opinions falling centrally. The goal is to establish a minimum of three–five brand attributes for your company’s brand.

Premium or Economical*

Exclusive or Friendly*

Light or Serious*

Formal or Casual*

Discreet or Aggressive*

High Tech or Traditional*

Modern or Classic*

Quiet or Loud*

Simple or Complex*

Cerebral or Straightforward*

Subdued or Bright*

Serious or Fun*

Subtle or Bold*

Feminine or Masculine*

Raw or Refined*

Brand Archetypes

Archetypes (Please select one)

Based on Carl Gustav Jung’s concept of archetypes symbolizing basic human motivations, and popularized by Mark & Pearson, there are 12 recognized brand archetypes. Determining the correct archetype for your business allows you to anchor your brand to something iconic and make your brand easier to identify. Carefully review and consider each archetype below to understand its role in creating a deep connection with target audiences. Eliminate those that do not describe your company until you’ve narrowed it down to the most accurate one.

The SageObjective: To use intelligence and analysis to understand the worldCharacteristics: Expert, mentor, guru, advisor, knowledgeable, trusted source of information, wise, intelligent, thoughtful, analyticalMarketing Niche: Provide expertise, encourage people to think, provide practical information and command respectExample: BBC, PBS, Google, Philips

The InnocentObjective: To be happyCharacteristics: Optimistic, good, pure, young, simple, moral, romantic, loyalMarketing Niche: Offer simple solutions, strong values, seen as trustworthy, reliable and honest, associated with morality, good virtues, charm, nostalgiaExample: Dove soap, Coca-Cola, Cottonelle

The Regular Guy or GalObjective: To belongCharacteristics: Unpretentious, down to earth, supportive, faithful, person next door, everyman, solid citizenMarketing Niche: Develop a reliable product that gets the job done, common touch, solid virtues, gives people a sense of connecting with othersExample: Home Depot, eBay, Folgers

The HeroObjective: To improve the worldCharacteristics: Inspirational, courageous, bold, honorable, strong, confident, crusader, rescuerMarketing Niche: Make a positive mark on the world, innovate, solve problems or inspire others to do so, rise to the occasionExample: Nike, BMW, Duracell, US Army

The OutlawObjective: To break the rulesCharacteristics: Paving the way for change, revolutionary, rebellious, iconoclastic, wild, unafraid, freeMarketing Niche: Be an agent of change, advocate for the disenfranchised, break with convention, build a cult followingExample: Harley-Davidson, Apple, Virgin (Richard Branson)

The ExplorerObjective: To find fulfillment through discovery and new experiencesCharacteristics: Free, restless, adventurous, pioneering, ambitious, individualistic, independent, true to one’s soulMarketing Niche: Help people feel excitement, experience freedom and express their individualityExample: Jeep, Red Bull, Subaru

The CreatorObjective: To create something with meaning and enduring valueCharacteristics: Visionary, creative, imaginative, artistic, inventive, entrepreneurial, non-conformistMarketing Niche: Help customers express or create, foster innovation, promote self-expression and artistry in design, build a creative cultureExample: Lego, Crayola, Sony, Swatch

The RulerObjective: To create a prosperous, successful family or communityCharacteristics: Leader, boss, role model, responsible, organized, aristocratMarketing Niche: Be the gatekeeper of luxury and exclusivity, differentiate from populist brands, enhance power by achieving high status, restore order and create securityExample: Microsoft, Barclays, Mercedes-Benz

The MagicianObjective: To make dreams come trueCharacteristics: Visionary, catalyst, inventor, charismatic leader, shaman, healerMarketing Niche: Bring wildest dreams to life, create the impossible, offer a grand experience, help people transform their world and expand consciousnessExample: Disney, Smirnoff, Polaroid, iPod

The LoverObjective: To create intimacy and inspire loveCharacteristics: Passionate, romantic, warm, sensual, intimate, committed, gratitude, appreciationMarketing Niche: Make people feel appreciated, belong, connect, enjoy intimacy, build relationships, have a good time and associate the brand with intimate moments in lifeExample: Victoria’s Secret, Godiva Chocolate, Marie Claire

The Caregiver Objective: To care for, help and protect others Characteristics: Caring, nurturing, compassionate, maternal, selfless, generous, helper, benevolentMarketing Niche: Nurture people, support families, serve the public through healthcare, education or aid programs, exude warmth, trust and dependabilityExample: Campbell’s Soup, Johnson & Johnson, Volvo

The JesterObjective: To bring joy and lighten up the worldCharacteristics: Fun, sense of humor, light-hearted, mischievous, irreverent, comedianMarketing Niche: Make people smile with humor, silliness, created light-hearted fun so people have a good time, feel they belong — a fun-loving company.Example: Motley Fool, Ben & Jerry’s, IKEA