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Logo Design & Branding Identity Client Intake Form

Welcome!


Thank you for considering us for your logo design and branding identity needs. This form is designed to help us understand your business, your vision, and your requirements in detail. The more information you provide, the better we can tailor our services and create a brand identity that truly resonates with your goals and audience. Please be as thorough as possible.


Estimated time to complete: 30-45 minutes

I. Client & Business Information

Company Name

Website URL (if applicable)

Industry

Primary Contact Person

Contact Phone Number

Email Address

Business Address

Business Address Line 2

City

State/Province

Postal/Zip Code

Briefly describe your business/organization: What products or services do you offer? What is your core mission or purpose?

What is the history of your business? (e.g., startup, established business, years in operation)

What makes your business unique? What is your unique selling proposition (USP)?

What are your short-term (1-2 years) and long-term (5+ years) business goals?

II. Project Goals & Scope

Why are you seeking a new logo and/or brand identity now?

New business launch

Rebranding

Outdated look

Shift in focus

Merger/acquisition

Other (Please specify):

What specific problem(s) are you hoping this new branding will solve?

Attract a new audience

Increase brand recognition

Appear more professional

Differentiate from competitors

Other (Please specify):

What are the primary objectives for this project?

Create a memorable logo

Develop a consistent visual identity across all platforms

Modernize the brand image

Other (Please specify):

How will you measure the success of this new branding?

Increased engagement

Positive customer feedback

Improved brand recall

Market share growth

Other (Please specify):

III. Target Audience

Describe your ideal customer(s) or target audience in detail, considering the following: Demographics (age, gender, location, income, education), Psychographics (lifestyle, values, interests, attitudes, pain points), and their Needs & motivations relevant to your product/service.

Are there any secondary audiences we should consider?

Where does your target audience typically encounter your brand?

Online search

Social media

Physical store

Industry events

Referrals

Other:

IV. Brand Personality & Voice

If your brand were a person, what key personality traits would it have? Choose 3-5 adjectives:

Playful

Sophisticated

Rugged

Minimalist

Friendly

Authoritative

Innovative

Traditional

Energetic

Calm

What core values does your brand stand for?

What is the desired tone of voice for your brand's communication?

Formal

Casual

Humorous

Technical

Inspirational

Empathetic

Other (Please specify):

What overall feeling or emotion do you want people to associate with your brand?

V. Mood Board / Visual Inspiration

This section helps us understand the visual direction you're leaning towards.

 

Do you have an existing mood board, Pinterest board, or collection of images that represent the visual style you like?

If yes, please provide a link or attach files if possible

Provide A Link

Attach Files

A
B
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List 3-5 brands (from any industry) whose visual identity or logo you admire. What specifically do you like about each?

Brand Name

What specifically do you like about each brand?

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B
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3
 
 
4
 
 
5
 
 

Are there any specific logos, styles, colours, or imagery you particularly DISLIKE or want to avoid? Why?

Are there any visual clichés common in your industry that you want to steer clear of?

List some keywords or concepts you want the visual identity to evoke: (e.g., Trust, Growth, Speed, Nature, Technology, Luxury, Community)

VI. Competitor Analysis

This section helps us understand the visual direction you're leaning towards.

 

Who are your main competitors (direct and indirect)? Please list 3-5 and include their websites if possible.

Competitor

Website

A
B
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3
 
 
4
 
 
5
 
 

What do you perceive as the strengths and weaknesses of your competitors' branding/logos?

Competitor

Their Strength

Their Weakness

A
B
C
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How do you want your brand to be perceived differently from your competitors?

What visual or strategic gap can your branding fill?

VII. Logo Specifics

Do you have an existing logo?

If yes, what aspects do you like or dislike about it?

If yes, are you looking to evolve the current logo or create something entirely new?

What elements MUST be included in the logo?

Full company name

An icon

A specific symbol

Other (Please specify):

What type of logo are you drawn towards?

Wordmark/Logotype: (Text-only, like Google, Coca-Cola)

Lettermark/Monogram: (Initials, like HBO, NASA)

Pictorial Mark/Symbol: (Iconic symbol, like Apple, Twitter bird)

Abstract Mark: (Non-representational shape, like Nike swoosh, Pepsi)

Mascot: (Illustrated character, like Michelin Man, KFC's Colonel)

Combination Mark: (Text and symbol combined, like Adidas, Burger King)

Emblem: (Text inside a symbol/shape, like Starbucks, Harley-Davidson)

Unsure / Open to suggestions

Are there any specific colours you envision for your brand? Any colours to absolutely avoid? Please explain why.

Where will the logo be used most frequently? (Check all that apply)

Website

Social Media Profiles

Print Materials (Brochures, Flyers)

Stationery (Business Cards, Letterhead)

Product Packaging

Signage (Physical Store, Vehicle Wraps)

Apparel / Merchandise

Mobile App Icon

Presentations

Other (Please specify):

VIII. Branding Identity Elements (Beyond the Logo)

Besides the logo, what other branding elements are important for this project? (Check all that apply)

Colour Palette Definition

Typography Selection (Fonts for headlines, body text)

Brand Pattern(s) or Textures

Iconography Style

Photography / Imagery Style Guidelines

Brand Tagline / Slogan (Development or integration)

Brand Voice Guidelines

Comprehensive Brand Guidelines Document (Rules for using all elements)

Not applicable / Logo only needed at this time

IX. Scalability Considerations

Thinking about the future ensures your brand remains effective as you grow.

 

How do you envision your business evolving in the next 5-10 years? (e.g., expanding service lines, entering new markets, launching sub-brands)

Will the logo need to work effectively at very small sizes (e.g., favicon, mobile app icon, social media avatar) and very large sizes (e.g., billboards, trade show booths)?

Is there potential for future sub-brands or product line extensions that might need to relate visually to the master brand?

Are there any international considerations? (e.g., cultural relevance of symbols/colours, translations of name/tagline)

X. Accessibility Considerations

Designing inclusively ensures your brand can be perceived and used by everyone.

 

How important is adherence to accessibility standards (like WCAG colour contrast ratios for web use) for your brand? (Scale of 1-5, where 1=Not Important, 5=Very Important)

Comments

Do you have specific known accessibility requirements for your audience or platforms? (e.g., need for high-contrast versions, specific font legibility requirements)

Should we consider how colours might be perceived by individuals with colour vision deficiencies when developing the palette?

Yes

No

Unsure

XI. Tailoring Our Services

These questions help us understand the exact scope and package that best fits your needs and budget.

 

Based on your needs described above, which package level seems most appropriate? (Select one - Note: These are examples, adjust based on your actual offerings)

Logo Design Only: Includes logo concepts, revisions, final logo files in various formats

Logo + Basic Style Guide: Includes Logo Design package + defined color palette, typography selection, and basic usage rules

Full Brand Identity System: Includes Logo + Basic Style Guide + development of patterns/textures, iconography style, imagery guidelines

Comprehensive Branding Package: Includes Full Brand Identity System + detailed Brand Guidelines document + selected design applications (e.g., stationery, social media kit)

Custom Package: Let's discuss specific needs

What is your approximate budget range for this project? (Knowing this helps us propose realistic solutions. Select one or provide a range)

< $1,000.00

$1,000.00 - $2,500.00

$2,500.00 - $5,000.00

$5,000.00 - $10,000.00

$10,000.00+

Prefer to discuss / Custom Quote Required

Specific Budget/Range:

What is your desired timeline for completing this project? Are there any critical deadlines (e.g., product launch, event)?

Do you require ongoing design support after the initial branding project is complete?

Yes

No

Maybe

XII. Practical Details & Final Thoughts

Who will be the primary decision-maker for this project on your end?

What are your preferred methods and frequency for communication during the project? (e.g., Email, Phone calls, Video meetings; Weekly updates, As-needed updates)

What file formats will you ultimately require for the logo and any other assets? (Common requests: Vector: .AI, .EPS, .SVG; Raster: .JPG, .PNG - we typically provide a standard set)

Is there anything else you think is crucial for us to know that hasn't been covered?

 

Thank You!


Thank you for taking the time to complete this form. Your detailed answers provide a fantastic foundation for our collaboration. We will review your responses carefully and reach out shortly to discuss the next steps, which typically involve scheduling a consultation call to clarify any points and confirm the project scope.

 

Client Intake Form Insights

Please remove this Client Intake Form Insights section before publishing.


Okay, let's break down the detailed insights and strategic value behind each section of the comprehensive Logo Design & Branding Identity Client Intake Form:


Overall Purpose & Value:


This intake form serves as a crucial diagnostic and discovery tool. Its primary goal is to move beyond assumptions and gather concrete, detailed information directly from the client. This achieves several key objectives:

  1. Alignment: Ensures both the client and the designer(s) are on the same page regarding goals, scope, audience, and expectations.
  2. Efficiency: Reduces back-and-forth communication later by gathering essential information upfront. Minimizes guesswork for the designer.
  3. Foundation: Provides a solid, documented foundation for the entire creative process, informing strategic decisions and design directions.
  4. Risk Mitigation: Helps identify potential challenges, constraints (budget, timeline), or conflicting requirements early on. Prevents scope creep.
  5. Client Clarity: Often forces the client to think critically about aspects of their business and brand they may not have fully articulated before, leading to greater clarity on their end as well.
  6. Professionalism: Demonstrates a thorough, strategic approach by the designer or agency, building client confidence.

Detailed Insights Section-by-Section:


Section 1: Client & Business Information

  • Insight: This goes beyond basic contact details. Understanding the industry, business model (products/services), mission, history, USP, and goals provides essential context. A logo for a tech startup has different requirements than one for a local bakery or a non-profit. Knowing their goals helps align the branding with their trajectory.
  • Value (Designer): Establishes who the client is, what they do, and where they're going. Informs initial research and competitive landscape understanding.
  • Value (Client): Ensures the designer understands the fundamental nature of their business before starting creative work.

Section 2: Project Goals & Scope

  • Insight: This is critical for defining why the project is happening and what success looks like. Is it just a cosmetic update, or is it meant to solve a specific business problem (e.g., attracting a younger demographic, appearing more trustworthy)? Defining deliverables prevents scope creep later.
  • Value (Designer): Clarifies objectives, defines the exact deliverables (logo only vs. full system), and sets measurable success criteria. Manages expectations.
  • Value (Client): Helps articulate the tangible outcomes expected from the investment in branding. Ensures the project has a clear purpose.

Section 3: Target Audience

  • Insight: Design is communication. Effective branding speaks directly to the intended audience. Understanding demographics, psychographics, needs, and pain points is paramount. Designing for "everyone" often results in connecting with no one.
  • Value (Designer): Provides the user profile needed to make strategic design choices (style, tone, imagery) that will resonate effectively.
  • Value (Client): Ensures the final brand identity connects with their actual customers, not just the client's personal taste.

Section 4: Brand Personality & Voice

  • Insight: This section translates the abstract concept of "brand" into tangible characteristics. Is the brand playful or serious? Modern or traditional? Luxurious or accessible? This directly informs the visual style, typography, color choices, and overall feeling.
  • Value (Designer): Provides keywords and concepts to guide the visual mood and ensure the design reflects the desired brand character.
  • Value (Client): Helps them define the desired emotional connection and perception of their brand in the market.

Section 5: Mood Board / Visual Inspiration

  • Insight: This bridges the gap between verbal descriptions and visual execution. Seeing what the client likes (and dislikes) provides concrete visual cues and helps calibrate aesthetic expectations early. Identifying admired brands and disliked clichés gives clear direction.
  • Value (Designer): Offers visual shortcuts, reveals client's aesthetic leanings, saves time on initial concepts that might be off-target, and helps avoid unwanted styles.
  • Value (Client): Allows them to communicate visual preferences effectively, even without design jargon. Reduces the risk of dissatisfaction with initial concepts.

Section 6: Competitor Analysis

  • Insight: A brand doesn't exist in a vacuum. Understanding the competitive visual landscape is crucial for differentiation. What are competitors doing well or poorly? How can this new brand stand out visually?
  • Value (Designer): Informs strategic decisions to ensure the new brand identity is unique, memorable, and effectively positioned within its market.
  • Value (Client): Encourages strategic thinking about market positioning and visual differentiation from competitors.

Section 7: Logo Specifics

  • Insight: This drills down into the core deliverable – the logo itself. It addresses technical considerations (must-have elements, type preferences) and practical usage, which heavily influences design choices (e.g., a logo used mainly online vs. on physical products).
  • Value (Designer): Provides specific constraints and preferences for the logo mark itself. Understanding primary usage informs complexity and format requirements.
  • Value (Client): Allows input on specific logo elements and ensures the designer considers where and how the logo will be most prominently used.

Section 8: Branding Identity Elements (Beyond the Logo)

  • Insight: Clarifies whether the client needs just a logo or a complete visual system (colors, fonts, patterns, imagery style, etc.). A logo alone is often insufficient for consistent branding across multiple touchpoints.
  • Value (Designer): Defines the full scope of work regarding the visual system. Informs the time and resources needed.
  • Value (Client): Helps them understand the components of a comprehensive brand identity and identify which elements they actually need for consistency.

Section 9: Scalability Considerations

  • Insight: This is about future-proofing. A brand identity should ideally grow with the business. Considering future expansion, sub-brands, and varied applications (tiny favicons to huge billboards) ensures the design remains effective long-term.
  • Value (Designer): Enables the creation of a flexible and robust identity system that won't need immediate replacement as the business evolves.
  • Value (Client): Protects their investment by ensuring the branding is built for longevity and potential future growth scenarios.

Section 10: Accessibility Considerations

  • Insight: Inclusive design is increasingly important ethically and sometimes legally. This section addresses considerations like color contrast for web use (WCAG), font legibility, and usability for people with visual impairments.
  • Value (Designer): Ensures accessibility best practices are considered, leading to a more usable and inclusive brand identity.
  • Value (Client): Broadens the brand's reach, demonstrates social responsibility, and helps meet potential compliance requirements.

Section 11: Tailoring Our Services

  • Insight: This section directly links the client's needs (identified throughout the form) to specific service packages and budget realities. It's a practical step to align deliverables with investment.
  • Value (Designer): Helps accurately scope the project, propose the right package, and discuss budget constraints transparently.
  • Value (Client): Provides clarity on service options and costs, allowing them to choose what fits their needs and financial capacity.

Section 12: Practical Details & Final Thoughts

  • Insight: Covers the project management aspects – communication flow, decision-makers, technical file requirements, and deadlines. The "anything else" question is a valuable catch-all for information that didn't fit neatly elsewhere.
  • Value (Designer): Sets up a smooth working process and ensures all final practical requirements are understood.
  • Value (Client): Establishes clear communication channels and ensures their practical needs (like specific file types) are noted.

In essence, this detailed form transforms the initial client interaction from a simple request ("I need a logo") into a strategic partnership focused on building a meaningful, effective, and lasting brand identity aligned with the client's business objectives.

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