Logo & brand identity
Concepts, revision rounds, usage contexts and the exclusions clients forget to mention.
3 sections · 14 questionsconcepts → deliverables · rounds → revisions
The questions
Linear sections, no branching.01
What does your business do, in one sentence a customer would recognise?
02
Are we creating a brand from scratch, or evolving one that already exists?maps to deliverable count
03
What must this identity never look like?
04
Name three brands you admire and one you'd hate to be mistaken for.
05
How many initial logo concepts would you like to see?maps to deliverable count
06
How many revision rounds do you expect on the chosen concept?maps to included revisions
07
Do you need a full identity system or the mark alone?maps to deliverable count
08
Which of these are in scope: palette, typography, iconography, brand guidelines?maps to deliverable count
09
Do you need naming or tagline work, or is the name settled?maps to deliverable count
10
How many applications should we mock up? (business card, packaging, social)maps to deliverable count
11
Where will the logo live? (print, web, signage, merch)
12
Who owns the final artwork, and do you need the editable source files?
13
Who has the final word, and does anyone need to see it before they do?
14
When do you need final files, and in which formats?maps to deadline
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