Brand Identity Questionnaire

BrandIDGuideangleDownload here.

This Brand Identity Questionnaire was cre­at­ed to help Chaz DeSimone and his brand­ing spe­cial­ists per­ceive the pur­pose and per­son­al­i­ty of a company’s or product’s brand require­ments, as well as sat­is­fy the spe­cif­ic desires of the client. (One client absolute­ly detest­ed orange; anoth­er required “those lit­tle things on the ends of let­ters” oth­er­wise known as ser­ifs. Both got superb logos—no orange, lots of ser­ifs.)

Surprisingly, near­ly all clients who uti­lized the ques­tion­naire have told Chaz that pon­der­ing the ques­tions helped them­selves real­ize sev­er­al impor­tant aspects, ideals and goals of their brand that they hadn’t pre­vi­ous­ly con­sid­ered. You, too, may have to pon­der some of these ques­tions about your own brand, such as:

  • Why was this com­pa­ny cre­at­ed?
  • What do you do bet­ter than any­one else?
  • Is there a com­peti­tor that you admire most, and why?

This Brand Identity Questionnaire is free, to help you pre­pare work­ing with your brand iden­ti­ty design­er, whether it is Desimone Design or anoth­er excel­lent design team.

Get it right here, right now.

It’s absolute­ly free, and you don’t have to give us your email or any­thing. Chaz just wants you to end up with a very suc­cess­ful logo and iden­ti­ty pro­gram, and his Brand Identity Questionnaire will help you achieve that. There’s a sub­mit but­ton at the end if you’d like Chaz to review your answers, free of charge. He will con­tact you and glad­ly answer ques­tions and offer tips. But he won’t try to sell you any­thing. If you’d rather not sub­mit the ques­tion­naire, just print it out for your own use. Even share it with anoth­er design­er if you wish.

Here’s the final ques­tion in the doc­u­ment, one which you should start think­ing about imme­di­ate­ly:

  • If you could com­mu­ni­cate a sin­gle mes­sage about your com­pa­ny, what would it be?

FAILogo: what to look for (or look out for) in a logo

FAILogo report: beware of undesignersIf you’ve read the arti­cles on why good design is impor­tant, you sure­ly want to find a good design­er. You may not need our cal­iber (or sim­ply can­not afford our fee), but you still should get the best for your mon­ey. Unfortunately, there are too many design­ers with too lit­tle tal­ent. Many don’t try to rip you off; they just don’t real­ize their work is infe­ri­or. And you sure­ly aren’t expect­ed to be the cre­ative expert—otherwise you would have designed it your­self, right? 

Fortunately, here’s a guide to help you ana­lyze the qual­i­ty of a logo ren­der­ing. There are sev­er­al exam­ples, clear­ly point­ing out what to look for. These are actu­al screen­shots from one of the major online cre­ative agen­cies, where Chaz DeSimone has called out the unpro­fes­sion­al ele­ments in each exam­ple. 

Download your FAILogo guide here

Inspect your designer’s sub­mis­sions care­ful­ly; in fact, inspect their port­fo­lio first. Usually a design­er is all good or all bad across the board. You may have to look through a lot of port­fo­lios to find the best design­er of the lot, but it will pay off. Your logo is your sym­bol of taste and cred­i­bil­i­ty.