Logo brief

Logo & Brand Brief

A great logo starts with great context. The next few questions help us understand who you are and where you want to go.

Brand · Web · SEO studio for ambitious teams. Tell us about your project — every answer helps us scope and price it accurately.

Your name Your email Company (optional) In one line, what do you need? (saves us reading time)

If you only finish this page, we already have enough to reach out.

3 short stages · about 12 min total · skip what you don't know

Add above to continue.

Rough answers are fine. You can send what you have any time after the first stage.

Download a PDF brief document Prefer paper? Print the questions and fill in offline.

Quick start · 1 of 4 · ~4 min · 2 required

About the brand

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Brand name* This question is required to continue.

Tagline (if any)

In one sentence — what does the brand do?* This question is required to continue.

Why was the brand created?

Please answer to continue.

Quick start · 2 of 4 · ~3 min · 1 required

New brand or rebrand?

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Is this a new brand or a rebrand?* This question is required to continue.

If rebranding, why now?

Upload current logo (if rebrand)

PDFs, images, brand decks — anything that helps.

Please answer to continue.

Quick start · 3 of 4 · ~4 min · 1 required

Audience & positioning

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Who is your audience?* This question is required to continue.

Who are your main competitors?

What do you want people to feel when they see your logo?

Pick as many as feel right.

Please answer to continue.

Quick start · 4 of 4 · ~5 min

Visual direction

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Which directions feel right?

Logos you admire (URLs or upload)

Existing inspiration / mood board

PDFs, images, brand decks — anything that helps.

Any colours you love or hate?

Type style you lean toward

Pick as many as feel right.

Please answer to continue.

Project details · 1 of 4 · ~1 min · 1 required

Where it will live

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Where will the logo be used?

Pick as many as feel right.

Will you need a full brand system (colours, fonts, guidelines)?* This question is required to continue.

Please answer to continue.

Project details · 2 of 4 · ~1 min · 1 required

Timing

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

When do you need this delivered?* This question is required to continue.

Please answer to continue.

Project details · 3 of 4 · ~1 min · 1 required

Budget

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Project budget* This question is required to continue.

A ballpark is fine — we'll talk specifics during scoping.

Please answer to continue.

Project details · 4 of 4 · ~1 min · 1 required

Sign-off

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Who has final approval?* This question is required to continue.

How many people need to weigh in?

Please answer to continue.

Wrap up · 1 of 3 · ~1 min

Tone

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Pick the dial — playful vs serious

Playful Value: Serious

Pick the dial — modern vs classic

Modern Value: Classic

Please answer to continue.

Wrap up · 2 of 3 · ~2 min

Don't-do list

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Anything we should NOT do? Cliches, colours, shapes, comparisons to avoid.

Please answer to continue.

Wrap up · 3 of 3 · ~2 min

Anything else

Fill this section with your voice

Just talk through your answers — we'll fill in what we can hear.

Recording…

s · max 90s

Listening to your recording — this takes a few seconds…

What we heard:

Please double-check the answers below before continuing.

Anything else we should know?

Please answer to continue.

Send what you have?

We'll send answer now and reach out if we need more. You won't be able to add more from this link afterwards.

Almost done

Review your answers

Quick check before you send — anything you skip can still be added later, but it speeds things up if it's in now.

Answered

Required (8)

required .

Brand name Required
Tagline (if any)
In one sentence — what does the brand do? Required
Why was the brand created?

Is this a new brand or a rebrand? Required
If rebranding, why now?
Upload current logo (if rebrand)

Who is your audience? Required
Who are your main competitors?
What do you want people to feel when they see your logo?

Which directions feel right?
Logos you admire (URLs or upload)
Existing inspiration / mood board
Any colours you love or hate?
Type style you lean toward

Where will the logo be used?
Will you need a full brand system (colours, fonts, guidelines)? Required

When do you need this delivered? Required

Project budget Required

Who has final approval? Required
How many people need to weigh in?

Pick the dial — playful vs serious
Pick the dial — modern vs classic

Anything we should NOT do?

Anything else we should know?

I'm happy with these answers. Foundry & Co can use them to scope the project and follow up at the email I gave.

Tick the confirmation box above to send.

By sending, you confirm you're authorised to share this information with Foundry & Co.