Logo Design Questionnaires: A Roadmap to Your Brand’s Voice and Vision
If you’ve ever tried to design a logo—either on your own or with a designer—you’ve probably realized it’s about more than just picking a font and a shape you like. A great logo is tied directly to your brand story, voice, values, and target market. And that’s where a good logo design questionnaire comes in. When I start working with a new branding client, I like to begin with a brand questionnaire. Not a fill-in-the-blanks form that ends up in a black hole—but a set of focused, strategic questions that help me dig into the core of the business. The goal is to understand not just what you do, but why you do it and who you're doing it for. It also shows me (and you!) if you're ready for the next step or if you need to do a little more strategy work to make sure you are building a strong enough foundation for your brand. If you’re a small business owner trying to DIY your branding—or you'd like to get clearer on what you could get from working with me—these are some of the prompts I use in my process.
Why a Logo Questionnaire Matters
It forces you to slow down and really think about your business. What’s the story behind it? Who are your people? What do you want them to feel when they see your brand? The answers shape not just your logo—but your brand strategy, your packaging, your tone of voice, your visual identity and even how your brand will grow and evolve into the future.
Questions I Use to Build Your Brand from the Ground Up
Here are a few of the key prompts I use to help shape a logo and overall branding direction:
What does your business do—and why did you start it?
Who is your ideal client? Be specific. (Age, lifestyle, interests, where they shop, what they care about.)
What are 5–10 words you'd want someone to associate with your brand?
Who are your competitors—and what makes you different from them?
What brands do you love and why? (Not just in your industry—any brand you’re drawn to can give clues about your style.)
Are there any visuals, colours, or styles you definitely love—or want to avoid?
Where will your logo be used most often? (Online? Product packaging? Physical signage? Knowing this matters.)
You don’t have to answer every question to the letter, but even just thinking about them can help clarify what your brand is all about—and help your designer (or you) avoid creating something generic, trendy, or off-brand.
Bonus: Don’t Ever Forget Your “Why”
One thing that tends to get skipped in rushed branding projects is your Why. But it’s often the most powerful piece. Your why is what your dream client connects with—and what turns them into buyers.
Are you creating a luxury home fragrance brand because you love storytelling through fragrance? Did you open your lakeside campground because you believe families need more tech-free time together? These aren’t just “nice to know” details—they’re what shape the entire visual and emotional experience of your brand.
Want to Get Clear on Your Brand?
If you’re stuck or overwhelmed, I can help.
Whether you’re ready to work with a designer or you’re in DIY mode, clarity is step one. I work closely with small businesses to turn their story into branding that feels aligned, professional, and customer-ready—fast, affordably, and without any red tape.
Let’s make it make sense.
