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.
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
If 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.
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.