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.

Voice-fillable: talk instead of typing You'll get a plain-English recap when you're done

Got a brief PDF? Drop it in and we'll fill the form

We pull out every field we can match — anything else lands in the catch-all notes section. You can edit any answer before submitting.

PDF · up to 15 MB

Reading the PDF — usually 10-20 seconds…

Extras from the PDF

These didn't fit any specific field. Copy them into the section that fits best, or just leave them here for the team.

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.

Save & continue later — email me this link

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

Walk us through about the brand. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

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

For example: "We're a small skincare brand, our budget's around fifteen grand, we'd love to launch by September. Goals are mostly to look more premium and convert better on mobile."

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

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

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?

Walk us through new brand or rebrand?. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

· Is this a new brand or a rebrand?
· If rebranding, why now?

Just speak naturally. Pauses, "ums", and changing your mind are all fine. We'll sort the answer out.

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

· Is this a new brand or a rebrand?
· If rebranding, why now?

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. Max 5 files · 25 MB each.

Please answer to continue.

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

Audience & positioning

Walk us through audience & positioning. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

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

For example: "We're a small skincare brand, our budget's around fifteen grand, we'd love to launch by September. Goals are mostly to look more premium and convert better on mobile."

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

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

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

Walk us through visual direction. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

· Which directions feel right?
· Any colours you love or hate?
· Type style you lean toward

For example: "We're a small skincare brand, our budget's around fifteen grand, we'd love to launch by September. Goals are mostly to look more premium and convert better on mobile."

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

· Which directions feel right?
· Any colours you love or hate?
· Type style you lean toward

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. Max 5 files · 25 MB each.

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

Walk us through where it will live. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

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

Just speak naturally. Pauses, "ums", and changing your mind are all fine. We'll sort the answer out.

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

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

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

Walk us through timing. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

· When do you need this delivered?

Just speak naturally. Pauses, "ums", and changing your mind are all fine. We'll sort the answer out.

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

· When do you need this delivered?

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

Walk us through budget. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

· Project budget

Just speak naturally. Pauses, "ums", and changing your mind are all fine. We'll sort the answer out.

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

· Project budget

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

Walk us through sign-off. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

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

Just speak naturally. Pauses, "ums", and changing your mind are all fine. We'll sort the answer out.

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

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

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

Walk us through tone. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

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

Just speak naturally. Pauses, "ums", and changing your mind are all fine. We'll sort the answer out.

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

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

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

Walk us through don't-do list. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

· Anything we should NOT do?

Just speak naturally. Pauses, "ums", and changing your mind are all fine. We'll sort the answer out.

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

· Anything we should NOT do?

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

Walk us through anything else. Talk to us like you'd explain it to a friend over coffee.

We'll listen, transcribe what you said, and fill in the fields below for you to review.

Try to cover

· Anything else we should know?

Just speak naturally. Pauses, "ums", and changing your mind are all fine. We'll sort the answer out.

Up to 90 seconds · you can edit everything before submitting

Listening…

s · max 90s

Cover when you can

· Anything else we should know?

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.

Save & continue later

We'll save what you've answered so far and email you a one-tap link so you can pick up exactly where you left off — no login needed.

Your email

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.

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