Branding Questionnaire

In response to some comments and emails from my article Designing the “Future of” Sites at Digital Web Magazine, I’ve posted the brand questionnaire I used for Apples To Oranges identity projects. It makes the most sense when you follow the quick overview of my process in the article, but here it is in all it’s downloadable glory. I always thought it was fun whenever I got a peek at how other people approached these issues, so I hope releasing this can help someone out there too.

Brand Questionnaire
Download the .PDF.

A few notes on how I used this:

  • I rarely just sent this to the client as homework. I really disliked any feeling that I was having the client do work that I should be doing. I usually just sent it to them so they could look over it and we would walk through it in the first meeting.
  • One might notice there is a complete lack of anything about color, symbol or no symbol, or any other identity related questions typical in what other people may ask. Those kinds of issues are really answers that should be derived from these questions. That’s the importance of having a process – it shows that they are important branding decisions that are strategically informed. If I just asked “So what color do y’all want in your logo?” It would only tell them our approach is random and based on personal preference. If there is any input they want us to consider as we go, I usually ask about it in the meeting. But we’ll always go back to the this to derive what our recommendation for the identity is.

August 21, 2007

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