Design and Branding Intake Form


  • Brand Values

  • This is a sentence or two that explains your company’s goals. It should also weave in some information about what your organization is and why it exists.
  • This is like your company mission statement, only more specific to your offerings. Here’s Volvo’s for an example:
    “For upscale American families, Volvo is the family automobile that offers maximum safety.”
  • Does it save your customers money? Does it help them increase ROI? Think about how exactly you’re helping your target audience.
  • Think about your brand’s personality. How would you describe it?
  • Why does your brand matter? These messages should be relevant to your target audience.
  • How do you solve your customers’ problems? This should summarize why someone should buy your product or invest in your services.
  • Brand Attributes

    • Masculine/Feminine
    • Simple/Intricate
    • Grey/Colorful
    • Conservative/Extravagant
    • Approachable/Authoritative
    • Necessity/Luxury
    • Fun/Serious
    • Professional/Casual
    • Modern/Classic
    • Sporty/Elegant
    • Extreme/Safe
  • Abstract Values


  • Logotype

    This format includes your company’s name in stylized typeface and/or your company initials in a simple shape.

    Pictorial Mark

    This mark includes literal or representative imagery to symbolize your brand.

    Abstract Mark

    This format includes abstract shapes and symbols that convey a specific idea or attribute. These types of logos are very unique and identifiable often without the company name.

    Emblem or Enclosure

    This features the name or initials of the company, usually as part of a pictorial element or shape.

  • Web 2.0

    Common elements typically include vibrant colors, a subtle 3D feel, bold type, color transitions, shadows, gloss and reflection.


    Common elements include fresh colors, stylized imagery and clean type.


    Common elements include timeless colors, literal imagery and traditional type.


    Common elements include detail, textures, flowing lines and distinctive type.

    Complex illustration

    These include a hand-drawn feel depicting a scene or character.

  • Serif

    Slab Serif

    Sans Serif