Event Identity Questionnaire

The purpose of this questionnaire is to gain some insight into the nature and essence of how you picture the event and how you want it to be perceived by the community.

Please allow for 15 to 30 minutes to complete the questionnaire.

The questionnaire is divided into sections that will inquire about the nature of the event, its market(s), its target audience, your perceptions of other similar events and what you would like to see, or not see in the logo and marketing materials.

Please answer all the questions and with as much detail as you can.

Step 1 of 8

Event Image
Some of the following questions may seem a little unorthodox, but they are intended to help you think of the event from different perspectives.

When you think of the challenge of trying to distill the essence of the event down to a distinct and appropriate visual identity, I hope you can appreciate the need for thinking about the event in different ways.
If the event was a person who would it be? (Why? What type of character do they have? How do people treat, or think, about them?)
Example: Columbus, because he was an adventurer always looking for new ways of doing the same thing.
Sticking with the idea of the event being a person, what type of clothes or costume do they wear?
If the event was an object what would it be? (Why?)
Example: An antique. / A high end car.
If the event was an animal which one would it be? (Why?)
Example: Camel / Tiger
What do people wear to to the event?
Example: Jeans and t-shirt / Traditional black dress with a wide red belt.

Event Essence
How would you describe the event in one sentence?
How would you describe the event in two words?
How would you describe the event in one word?

The Market
How do you want the market see the event?
Why do people want this event? What motivates them to come out to the event?
Competition for attention.
What other activities or events would the target audience be drawn to that would prevent them from coming due to timing or having spent money towards the other?
How are they better/worse than what the event offers?
How do you want the event to be seen in 2, 5, 10 or 20 years?

Similar Events
Consider some other events of a similar nature or caliber to this event, or appeal to the same target audience.
List some events that are similar nature or caliber to this event. (Include URLs if you have them.)
What did you like about the branding or marketing of the event?
What did you NOT like about the branding or marketing of the event?

Target Audience
Who is the customer?
Example: Mainly executives and professionals. / Males 27 and up. / People with an income of over $85,000.
To whom does the identity most need to appeal?
Example: wholesalers, retailers, sponsors or customers
Please rank them from most important to least important.
If your customer was an actor or a character from a book/TV/movie who would it be? (Why?)
Using a few adjectives, describe how your customer should perceive the event.
Example: Outgoing, adventurous, innovative. / Reliable, trustworthy, reputable.

The Identity
Name several brands or logos that you like and would appeal to people who would go to this event.
Please try to come up with at least one product and one service in your list.
What do you like about each of the brands or logos?
Example: I like the colours. / It has a bold and confident feel.
Name several brands or logos that you DO NOT like that generally target people who would go to this event.
Ideally try to come up with at least one product and one service in your list.
What do you NOT like about each of these brands or logo? Also mention things you don't like about the one's you identified as liking if you have not done so.
Are there any perceptions that you feel that the identity or marketing materials will need to combat?
What is the main business problem that you hope to solve with the identity?
Would you prefer the identity to be a wordmark only, or do you want the identity to have a symbol (logo) as well?
Example: Companies with a wordmark only — FedEx, Sony and Braun. Companies with a symbol as well — Motorola, Mercedes and Pepsi.
Describe the visual element(s), colour(s) or content that should be utilized in the identity.
What visual element(s), colour(s) or content should NOT be utilized?
Are there any aspects or clichés that should be de-emphasized or avoided in an identity?
Is there something specific the viewer should remember about the event after seeing the event's identity?

Final thoughts on the event
Anything else that has not been touched on that should be noted?

Contact Information
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Event Identity Questionnaire

Step 1 of 8

Event Image

Event Essence

The Market

Similar Events

Target Audience

The Identity

Final thoughts on the event

Contact Information