Corporate Identity Questionnaire

The purpose of this questionnaire is to gain some insight into the nature and essence of your organization.

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 company, its history, its market(s), its target audience, and what you would like to see, or not see in the new corporate identity.

Please answer all questions the best you can.

Step 1 of 8

Contact Information
Name*
Prefix First Last Suffix
Title
Please state your position in the company, whether a title or general role.
Company
Website
Email*
Preferred method of contact*
- Email
- Phone
Phone*
Best time to call

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Company Information
Company Name*
Please state the name of the company as it would appear in the corporate identity.
What is your company’s slogan or tagline?
Does the slogan or tagline need to be incorporated into the corporate identity?
Is the company’s slogan or tagline an absolutely required element in the identity? Consider how the company will use the logo or wordmark. Will including the slogan or tagline create too much extra text for most places the company will use it?
- Yes
- No
- Maybe / Depending on the design
What is your business?
Example: We make widgets. / We sell widgets.
How old is your company?
Example: More than 40 years old. / Started up just 18 months ago.
What is the size of your company?
Example: We have 200 employees spanning 4 countries. / Just me and my brother.
How did the company start?
Example: My granddad was a scout in WW2 in the Austrian alps and he had to go up hill 5 kilometers every day. He perfected the army shoes for 3 years and after the war he founded our company. / We were always skinny when we were young and everybody made fun of us. Then my brother started to learn Kung Fu from a Singapore master and we became suddenly well respected and popular. A year later my little sister was mugged and beaten and ended up in wheel chair for 2 month because she couldn't defend herself when she walked home from school. I felt horrible not being able to protect her, so I decided we gonna teach her and others self defense, so that such things never happen again.
Is there a story that is unique to your company?
Example: Actually Edmund Hillary wore a shoe my granddad made in 1953 when conquering the Mount Everest. / One of our students became a police officer after she managed to kick a burglar out of a friends house on a sleep over.

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Company Essence
How would you describe your business in one sentence?
Example: We make great hiking shoes for families and professional hikers. / We will teach you how to defend yourself with anything that you find.
How would you describe your business in two words?
Example: Hiking shoes / Self defence
How would you describe your business in one word?
Example: Hiking / Defence

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Company Image
Some of the questions may seem a little unorthodox, but they are intended to help you think of the organization from different perspectives.
When you think of the challenge of trying to distill the essence of your organization down to a distinct and appropriate visual identity, I hope you can appreciate the need for thinking about your organization in different ways.
If you company/brand was a person who would it be? (Why?)
Example: Columbus, because he was an adventurer always looking for new ways of doing the same thing. / Bride from Kill Bill.
If your company/brand was an object what would it be? (Why?)
Example: Maybe a compass. / The protecting carton for eggs.
If your company/brand was an animal which one would it be? (Why?)
Example: Camel / Tiger
Is there an important object, building or person for your business? (Why?)
Example: Our original factory in Graz is painted bright pink and people always joke about it. / We have Bruce Lee's nunchaku displayed at our training hall.
What do your wear to work?
Example: Jeans and t-shirt / Traditional black dress with a wide red belt.

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Your Market
How does the market see your company today?
Example: They think we're a well established company with good products. / They think it's a small family business.
What aspect of your image needs improvement?
Example: People think we are old school. / We are seen to be semi professional.
How do you want your image to be seen in 2, 5, 10 or 20 years?
Example: We want to be seen as a company with traditional values but using the latest technology and materials. / We need to be perceived as a professional organization you can trust with self defense training.
How do people learn about your product or service?
Example: Shoe stores, hiking or camping stores and ads in hiking and outdoor publications. / Word-of-mouth, walk-ins and brochures left at strategic places around town.
Why do people want this product or service? What motivates them to seek this?
Who are your competitors?
Example: CAT, Timberland and other smaller companies. / There is one Jiujitsu training center nearby.
Please also consider non-direct competitors. For example, if you run a restaurant, in addition to other restaurants, a grocery store’s deli is also competing for your customer’s lunch money.
How are they better/worse than your product/service?
Example: CAT and Timberland has strong brands. We are less well known. CAT is masculine, we are not, but want to be. Timberland has a very natural feel to it. We want to have that too. We have a bigger history and we are more serious about our product than these two brands. / The Jiujitsu training center has been operating for almost 10 years, they have a well established name and they are seen as professionals, we want that too. We are much more self defense oriented, unlike our competitor who is more involved in competitions and show off stuff.

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Target Audience
Who is your customer?
Example: Mainly hobby hikers and a few professionals as well. / All kinds of people between the ages of 18-35.
To whom does the identity most need to appeal?
Example: wholesalers, retailers, competition or customers
Please rank them from most important to least important.
If your customer was a cartoon character who would it be? (Why?)
Example: I would say Nemo / Courage the Cowardly Dog
Using a few adjectives, describe how your customer should perceive the company.
Example: Outgoing, adventurous, innovative. / Reliable, trustworthy, reputable.

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The Identity
Do you have an identity?
- Yes
- No
What do you like about it?
Example: I like the colors, they have an outdoors or in nature feel. / It has a bold and confident feel.
What do you NOT like about it?
Example: The boy scout around the fire is not serious or trendy. / The style of the type makes it look like every other Kung-Fu place and people may not think of self-defence.
What are the main reasons you are redesigning the identity?
Example: The image is outdated and does not reflect the modern direction the company is going in. / Customer feedback is telling us that the identity does not match what we offer or our capabilities.
What is the main business problem that you hope to solve with the redesign?
Example: We want to be seen as a company with traditional values but using the latest technology and materials. / We need to be perceived as a professional organization you can trust with self defense training.
Are you interested in a wordmark only, or do you want the corporate 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 of your business or clichés that should be de-emphasized or avoided in an identity?
Is there something specific the viewer should remember about the company after seeing the corporate identity?

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Final thoughts on a new corporate identity
Anything else that has not been touched on that should be noted?
Phone
This field is for validation purposes and should be left unchanged.

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Corporate Identity Questionnaire

Step 1 of 8

Contact Information

Company Information

Company Essence

Company Image

Your Market

Target Audience

The Identity

Final thoughts on a new corporate identity