Your Company and Goals

What is the origin story of your company?

What does your company do and what problem do you solve for your customers?

What are your main business goals for the next 1-3 years?

Who are your main competitors, and what do you think they do well or poorly?

What makes your company different or special? Why should a customer choose you over a competitor?

Your Audience and Market

Who is your ideal customer? Can you describe them in detail?

Who are your main competitors? What do they do well, and what could they improve on?

What makes your company different or better than your competitors?

Where does your audience typically find information about products or services like yours?

Your Existing Branding (if applicable)

If you have a current brand, what parts of it do you like, and what parts do you dislike?

How do you currently use your branding (e.g., website, social media, packaging, physical store)?

What's one thing you want to make sure we keep, and one thing you want to make sure we change?

What's a common misconception about your current brand?

Your Vision and Preferences

If your brand were a person, how would you describe their personality?

Are there any brands (in any industry) that you admire and why?

What words would you use to describe your ideal brand (e.g., modern, trustworthy, playful, serious)?

What are some absolute "don'ts" for your brand?

Your Project and Design

Have you had a logo before? If so, what worked and what didn't?

Are there any existing colors, symbols, or fonts you want to keep or incorporate?

Can you show me examples of logos you like and dislike, both inside and outside your industry?

Where will the logo be used most often?

What is the budget and timeline for this project?

Branding