CORPORATE IDENTITY

QUESTIONNAIRE
CLient Name | Date
 Preface

The booklet contains crucial questions to get information from clients to get a better
understanding of what they want and for what purpose and how we can help them in
their way during this project.
Corporate Identity Questionnaire

All questions and answers are important, not just to design a logo, but to build, an
identity for your business. The logo is only part of it, but the part that you can see.

So to make other parts we need much more information, effort and time that in the
first part you can help us with telling us exactly where you are and what you want.

When you want to fill the questionnaire, please have these points in mind:

• please have anyone who can impact the project for answers to these questions,
because any missed information can lead the project in the wrong way and result.

• Discuss all the questions and spent time with them to get an answer that is
agreed upon by all.

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• It is good to know that all the answers should be honest and direct.

• Try not to think like that “we make everything for everyone”. These answers do
not work. Try to be focused and give exact answers.

• It does not matter whether short or long answers, but they must be right to the
point of what you want or what is happening.

• All this information will be confidential and will not be published anywhere or
shown to anyone outside the company. You can ask to eliminate it whenever
you want. Try to give us precise and exact information about your business and
market.

• We use the questionnaire as a reference for even future projects.

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We appreciate your time and energy to provide us the materials we need to make a
strong foundation for your business. It makes you able to be known by your audiences
and better communication with them through the identity in the future.

Thankyou
 Project Business

1. What is the project? 13. Who is the client?

Explain what is the project in your opinion.(the project is to make an identity for a company.) Tell us exactly who is ordering? What is the company/ Business?
Corporate Identity Questionnaire

2. What you want us to create? 14. What is your product or service?

Agency Name
What exactly you need?(Make a logo, typeface, social media styel etc.) Any kind of product / service you have? or you want to make the identity for it?

3. Why do you need this project? 15. What is the cost of the product/service? Is it luxury or mass market?
The real reason behind this project. (Now it is a trend / We really fell the importance / for legal issues /etc) It helps us to know which approach should we take for the identity design.

4. What key business challenges you are facing? 16. What are your strengths, weaknesses, opportunities, and threats.
What made you to do this? How it will help you? (There is a hard competition / Entering to new market /etc) It is a SWOT Matrix, that helps us to get a better understanding of your situation.

5. What’s the real opportunity here?

Is there any hope in your challenge? How? Explain it?

6. Are there any emerging ideas and trends to consider? Strngths Oppurtuinities
Anything that you think it is good to consider about in this project (people care about local brands or etc)

7. What is the objective of this project?

What you want to get / acheive by doing this? (Increase in sales / Releasing new products / etc)
Weaknesses Threats
8. What is the existing brand strategy?
Do you have any logo, color or something people know you with it already?

9. Can you provide samples of any existing creative work that you like?
Provide examples of logos, colors, posters, packagings and so on that you think they are good. 17. What do you value?
Talk about the values that are important for you? or if you have corporate values mention them.

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10. How do you feel about what you already have?

if you have a logo or things like that, what do you think about them? ( It was good but old etc) 18. What is the client’s mission statement?
If you have a corporate mission, in your mind, on the paper, tell us about it.

11. Why does/doesn’t it work?

Was it good for you? if it was tell us why? or tell us why it was not working for you? 19. What does this brand authentically stand for?
What do you want to associate with your brand? (people knows us for our luxury / Quality /etc)

12. Can you provide any research, reports, and other documents that
help us understand your current situation? 20. What is your position on social responsibility, culture, and technology?
May be you have an article about your industry? The callenges you are facing? Provide them all. If you have any achievements, innovation, or people know you for that?
 Message
Market & Competition
30. What are we saying with this piece exactly?
21. Who is the competition? What do you want to say with your logo / colors / identity? (I want to show the simplicity of my prodcuts /
I want to reflect my values / I want to show the history of the company / etc)
Corporate Identity Questionnaire

Mention the name of your competitors to make us able do some research about them.

Agency Name
22. What differentiates your product/service/company from them? 31. How can the client back that up?
How will client support that message that wants to show? because if you can not be commited to, it can not
Why your company/ Prodcut are better / worst than them? What is your / their difference?
work in any way. it is very important to give a message that is honest and possible.

23. Why/how are they really better (or not) than you? 32. Are the words already developed or do we need to develop them?
We need the real reasons that are out there. (They / we have an exclusive product line or etc)
If you have worked on it like a slogan, or a phrase tell us, if not should we make it based on the concept?

24. What do you like about the competition? 33. What do we want audiences to take away and say to others?
What do they have / doning that you like it? (I really like their logo / Their social media and etc)
We will send the message to the audience, and they will send their intrepretations to others. What do you
want them to interpret and tell others. Think about Apple, Mercedes, Nike and how people talk about them.

25. What you don’t like about the competition?

What do they have / doning that you dont like? (I dont like their product design / The TVCs are not good / etc)

26. What is the competition telling the audience that we should be telling them?
(They are official agent, I am too / They are talking about warranty that we must do too / etc)

27. How and where does the competition engage with the audience?
We want to know the touch points of the competition and their approach.
(They have very good ads in TV that always talking about it / They are in social media, Everywhere in there)

28. How is the competition’s customer different from ours?

Are there opportunities there?
What are the characteristics of their customer? (Their customers are more intellectual than mine / They are
all governors and people that have political power / etc)

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29. How do you think you can win / lose the competition?
What strategies you think can help you in this competition? or Which mistakes can cost for your business?
 Audience Design

34. Who are we talking to? Who are we designing for (really)? 46. Are we designing new logo/ redesigning / or refreshing it?
We want to know more about your customers, clients, audiences. Redesign means we will keep the heritage of your logo, but changing it totally, By refreshing we mean
keeping your current logo just updating it with some small touches.
Corporate Identity Questionnaire

35. Provide demographic information: who, what, where, when?

47. Which kind of these logos you like or you think it works better?

Agency Name
Who are they? What are their job, Income? Where they live? When they are using your services? etc

36. Provide psychographics on the audience?

Why do they do? Why they do? What do they belive in? What motivates them? etc

37. What do they think of the client?

It is better to answer the question based on fact and surveys.

38. What will make your product/service/company more appealing?

It is very important to know because may be it affect the design, colors selection and etc.

39. Why should they care about this brand? 48. Which color is represeting your brand or you like to do that?
Do you fulfill a need of theirs? Do you add a value to them? if you want to tell your friend that he must use
your brand how would you talk about it? We want to know that. The reason of choosing you.

40. What inspires, motivates, interests, and amuses this target audience?
Discounts, Offers, Celebrity endorsements, creativity, social media and etc.

41. How can we help to connect better with your community?

Do you have in mind something about any kind of approaches that we can help you in?

42. What causes buzz in their world?

Viral Videos? Music Concerts? Influencers? What can be a big news for them to talk and think about?

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43. What competes for their attention?

How can we get their attention? do you have any idea to how to do that? Have you done it before?
49. which kind of these typefaces you like more?

44. Are there any recent changes in the customer?

The new generation that are using are more in social media, or listen to that kind of music? or they are

getting old and don’t go out that much, or not driving anymore and etc?

45. What questions do the customers frequently ask?

About company, Products or services.
 Character
50. which words you use to describe your business/ product/ services?
Just 3 to 5 simple words (durable/ Cheap/ Luxury / For people/ For future / etc).
56. How should we Communicate about the Your product/service/company?
Is it good to use text more than image or vice versa? Giving information or just promoting you? using lots of
colors or very limited? or any other kind of expectation that you or your market has.
51. what kind of feeling you want to be associated with?
Corporate Identity Questionnaire

(I want to people feel fresh or energetic when they see my logo and identity / I want to feel clam and powerful
/ I want to feel young and curious / etc).
57. What adjectives describe the desired feeling, personality, or approach?

Agency Name
52. which logos are out there that you like? ❒ Man ❒ Woman ❒ Rational ❒ Authorative
It does not matter you like the company it self or their name or not. We are talking about Their logos ( I like
apple’s Logo, I like Micrsoft, I like this logo in this image) ❒ Simple ❒ Crowded ❒ Gray ❒ Colorful

❒ Essential ❒ Luxury ❒ Fun ❒ Serious

53. What is the desired lifespan of this project?
❒ Professional ❒ Modern ❒ Classic ❒ Sport
How long you want to work and live with the new identity and logo? (1 year / 5 years/ 10 years / etc)

❒ elegant ❒ Daring ❒ Conservative ❒ Mediochre

54. Are there any legal restrictions?

If you have a full name for company, If we must consider local languages or not using some color or symbols.
58. Describe your company/ product / services for me.
Exactly in the same way when you want to talk about it with your friend.
55. Is there any mandatory information which must be incorporated into project?
(We must put registration number under the logo etc.)
59. Imagine your brand as a human? How he/she is?
Who are the friends? How old is he/she? What car he likes? Which movies and music he likes? How he talks?
Where he will go to chill, to calm? How is his income? His Knowledge? Where is he from? etc.

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 Desicion Makers

60. Who are the your team members and what is their contact information?
Please tell us all names, positions, responsiblilites in this project and their contact info.
Corporate Identity Questionnaire

61. Who are we reporting to?

If you need a specific kind of reports mention it.

62. Who exactly will approve this work?

If there is a process in your company to get approval please tell us about it and how long usually it will take?

63. Who needs to be informed of our progress? By what means?

Is it needed to send email to different people, or informing anyone outside the team?

64. Do you have any things you’d like to say about this project?
You can tell us any additional comments or related information or anything needs to be remembered by us.

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