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Comprehensive Logo Design & Branding Identity Client Intake Form

Client Information

Business/Organization Name

Contact Person

Contact Phone Number

Email Address

Website (if any)

Social Media Handles (if any)

I. Business Overview

Briefly describe your business.

What products/services do you offer?

What makes your business unique? (USP - Unique Selling Proposition)

Who is your target audience? (Demographics, interests, behaviors)

What are your long-term business goals? (Expansion, new markets, etc.)

II. Brand Identity & Vision

What words or emotions should your brand convey?

Trust

Innovation

Playful

Luxury

Other (Please specify):

Do you have an existing brand identity?

If yes, what do you like/dislike about it?

Do you have any existing brand guidelines (colors, fonts, imagery)?

Are there any brands (outside your industry) that inspire you? Why?

III. Logo Design Requirements

What type of logo do you prefer?

Wordmark (Text-based)

Lettermark (Initials-based)

Pictorial Mark (Icon-based)

Abstract Symbol

Combination Mark (Text + Icon)

Emblem (Badge-style)

Mascot (Character-based)

Other (Please specify):

Do you have any specific imagery or symbols in mind?

Preferred color palette? (If any, provide HEX/RGB codes if possible)

Any colors to avoid?

Typography preferences (Serif, Sans-serif, Script, Modern, etc.)?

Should the logo be minimalist or detailed?

Do you need variations (Horizontal, Vertical, Icon-only, Monochrome)?

IV. Mood Board & Inspiration

Attach or link to any visual references (logos, designs, styles you like).

Category

Provide Link

Attach File

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Describe the aesthetic you’re aiming for (e.g., Modern, Vintage, Futuristic, Handcrafted).

Are there any cultural or thematic influences for your brand?

If yes, please describe.

What styles/themes do you NOT want?

V. Competitor Analysis

Who are your top 3-5 competitors? (Provide links if possible)

Competitor Name

Provide Link

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What do you like/dislike about their branding?

Competitor Name

What do you like about their branding?

What do you dislike about their branding?

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How do you want to differentiate from them visually?

VI. Scalability & Usage

Where will your logo primarily be used?

Website

Print

Social Media

Merchandise

Signage

Other:

Do you need different versions for digital and print?

If yes, please specify.

Will the logo be used in small formats (e.g., favicon, app icon)?

If yes, please specify.

Do you anticipate needing animated versions in the future?

VII. Accessibility Considerations

 

Should the logo be optimized for color-blind audiences?

Do you need high-contrast versions for better visibility?

Will the logo be used in both light & dark backgrounds?

Any other accessibility requirements?

VIII. Project Timeline & Deliverables

What is your ideal deadline for the initial concepts?

Do you need additional branding materials (Business Cards, Letterheads, Social Media Kits)?

Preferred file formats (AI, EPS, PNG, SVG, PDF, etc.)?

Do you require a brand style guide?

IX. Budget & Approval Process

What is your budget range for this project?

Who will be involved in the approval process?

How many rounds of revisions are you expecting?

Additional Notes

Any other preferences, restrictions, or special requests?

 

Client Intake Form Insights

Please remove this Client Intake Form Insights section before publishing.


Detailed Insights into the Logo Design & Branding Identity Client Intake Form

A well-structured client intake form is crucial for gathering essential information before starting a logo or branding project. Below is a breakdown of each section, explaining its purpose, importance, and how it contributes to a successful design outcome.


1. Client Information

Purpose: Establishes basic contact details and business identity.

Why It Matters: Ensures clear communication and helps designers research the company (website, social media, industry).

Key Insight:

  • If the client has an existing website or social media, reviewing them can reveal their current branding strengths/weaknesses.

2. Business Overview

Purpose: Understands the company’s mission, audience, and goals.

Why It Matters: A logo should align with the business’s core values and appeal to its target market.

Key Insight:

  • Knowing the Unique Selling Proposition (USP) helps differentiate the brand visually.
  • Long-term goals (e.g., international expansion) may influence scalability needs.

3. Brand Identity & Vision

Purpose: Captures the emotional and visual essence of the brand.

Why It Matters: Designers need to translate abstract concepts (e.g., "trust," "innovation") into visual elements.

Key Insight:

  • If a client admires brands outside their industry, it may indicate a preferred aesthetic (e.g., Apple’s minimalism).
  • Existing brand guidelines (if any) must be followed or strategically evolved.

4. Logo Design Requirements

Purpose: Defines the logo’s style, structure, and technical needs.

Why It Matters: Prevents misunderstandings and ensures the logo fits the brand’s application.

Key Insight:

  • A combination mark (text + icon) is versatile but may need separate lockups for different uses.
  • If the client dislikes certain colors/fonts, it helps avoid wasted iterations.

5. Mood Board & Inspiration

Purpose: Gathers visual references to align expectations.

Why It Matters: Clients often struggle to articulate style preferences—images bridge that gap.

Key Insight:


If a client prefers "modern but warm," examples like Airbnb or Slack can guide the direction.


Knowing what they don’t want (e.g., "no grunge textures") is equally important.


6. Competitor Analysis

Purpose: Identifies industry trends and differentiation opportunities.

Why It Matters: Ensures the logo stands out while staying relevant.

Key Insight:

  • If competitors use blue and serif fonts, the client might opt for a contrasting color and sans-serif for distinction.
  • Weak competitor logos reveal gaps to exploit (e.g., poor scalability).

7. Scalability & Usage

Purpose: Ensures the logo works across all mediums.

Why It Matters: A logo must be recognizable on a business card or a billboard.

Key Insight:

  • If the logo will be used in embroidery, intricate details may need simplification.
  • Animated logos require vector-based designs for smooth transitions.

8. Accessibility Considerations

Purpose: Makes the logo inclusive for all audiences.

Why It Matters: 300M+ people are colorblind—accessible design avoids exclusion.

Key Insight:

  • High-contrast versions improve readability for low-vision users.
  • Testing the logo in grayscale ensures it works without color reliance.

9. Project Timeline & Deliverables

Purpose: Sets clear expectations for deadlines and files.

Why It Matters: Avoids last-minute rushes and ensures the client receives usable assets.

Key Insight:

  • Social media kits often need multiple formats (profile pics, banners, story icons).
  • A brand style guide (if requested) dictates logo spacing, color codes, and typography rules.

10. Budget & Approval Process

Purpose: Aligns financial and workflow expectations.

Why It Matters: Budget constraints may affect design complexity (e.g., custom illustrations vs. typography-only).

Key Insight:

  • Startups may prioritize a basic logo now but plan for expansions (e.g., sub-brands).
  • Multiple stakeholders in approval can slow the process—clarify decision-makers early.

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