Skip to main content

Brand Identity: Discovery Phase

This phase of the process is where we ask you a bit about your business and your brand to help us gain a better understanding about what design directions might be appropriate to explore.

Take your time to read the questions below, make some notes if you like, and if a question isn’t relevant, just ignore it. Once you are ready, send us an email, let us know your availability and we will arrange a call to talk things through.

After our call, we will compile the key points from our discussion into a short design brief and then send over to you for approval before advising you on next steps. Any questions just give us a shout!



Your Business

What does your company do?

In practical, Layman’s terms. What do you provide customers with?

What are your aspirations?

Would you like to grow? Move into new business areas? Where would you like to end up?

What does your sales & fulfilment process look like?

How do you get custom? Provide your service / product? Interact with customers?



Your Customers

Can you describe your average customer types?

Age, gender, interests, profession, motivations, concerns, how they want to be perceived

What other brands do they like?

Fashion, entertainment, technology, leisure etc.

How do your customers hear about you?

How do you promote yourself? How do you plan to win business in the future?

What influences your customer’s purchasing decisions?

What is important to them when making a choice between you and your competitors?



Your Competitors

What is the marketplace like?

Is it saturated? What opportunities do you think might exist for you?

Who are your main competitors?

Anything you like / dislike about their brands / logos / websites / marketing?

Why should customers choose you ahead of your competition?

What do you do better? What are your primary selling points?



Your Brand

What benefits should be associated with your brand?

E.g. value for money, quality, efficiency, speed, personal service, simplicity etc.

What tone does your brand need to portray?

E.g. high-end, experienced, technical, earthy, bold, international, approachable etc.

What brands would you like to emulate?

What do you like about them and feel is relevant to your brand?

Brand characteristics

Each row below represents a scale between 2 opposing characteristics. For each row, decide what score relates best to how your brand should be perceived. E.g. if you feel your brand should be perceived as ‘very modern’, you would score it +2, but if you feel your brand should be perceived as ‘very classical’, you would score it -2. If 1 attribute is no more relevant than the other, you would score it 0 (neutral).

Classic -2 -1 0 +1 +2 Modern
Mature -2 -1 0 +1 +2 Youthful
Feminine -2 -1 0 +1 +2 Masculine
Playful -2 -1 0 +1 +2 Sophisticated
Economical -2 -1 0 +1 +2 Luxurious
Geometric -2 -1 0 +1 +2 Organic
Abstract -2 -1 0 +1 +2 Literal



Your Project

Initial logo requirements

(To discuss) – exact wording, aspect ratio, treatments, variations, deliverables, style-guides

Required branded collateral

Do you need any branded material created? e.g. business cards, letterheads, stationery, websites, presentations, social media profiles, signage, brochures, animations etc.

Imagery requirements

Do you need images taken / sourced / manipulated / resampled for web?

What timelines do you have in place?

When do you need your project completed by? any hard deadlines? Any holidays planned?

How do you like to work?

What is your availability like? Any preferred method / times for communication?

Colour preferences

Do you think any colour palettes in particular are a good fit for your brand? Any you wish to avoid?

  • Blues – often associated with knowledge, trust, calm & honesty
  • Aquas – often associated with compassion, clarity & precision
  • Greens – often associated with growth, harmony & success
  • Purples – often associated with imagination, spirituality, luxury
  • Pinks – often associated with intimacy, love, calm & nature
  • Reds – often associated with energy, action, passion & love
  • Oranges – often associated with creativity, adventure & happiness
  • Yellows – often associated with energy, intellect, fun & youth
  • Light Neutrals – often associated with purity, balance & sophistication
  • Dark Neutrals – often associated with formality, exclusivity & luxury

Anything else?

Any unique story behind your brand? Any visual iconography relevant to your brand or industry that might be worth considering? Any specific design directions that you would like explored?