Logo Discovery Homework

Before we start designing, we want to understand your organization the way you understand it. Take your time — there are no wrong answers, and you can go back and change anything.

Let's get started

This should take about 10–15 minutes. A little context up front helps us keep everything organized.

Organization name*

Please tell us your organization's name.

Your name*

Please tell us your name.

Your email*

Please give us an email so we can follow up.

Your Organization

Start simple. Tell us what you do and why it matters.

What does your organization do, in plain terms?*

Please give us a quick description.

Why does it exist — what need does it meet that nothing else does?*

Please tell us why it exists.

The Landscape

Nothing exists in a vacuum. Help us understand who else is in the room.

Who else are you competing with for people's attention, trust, or giving? What do they do well?*

Please name at least a couple of competitors.

What's the one word or idea you want to own that no one else in your space owns?*

Please give us one word or idea.

Your Audience

A logo isn't for you — it's for the people you're trying to reach.

Who is this logo really for? Describe your primary audience in a sentence or two.*

Please describe your primary audience.

Brand Personality

If your organization were a person, who would they be?

Describe that person*

Please describe that person.

For each pair below, slide toward the side that fits best — the logos are just style cues, not literal options — and tell us why.

Traditional

Modern

Please move the slider to answer this one.

Please tell us why you leaned that way.

Warm

Polished

Please move the slider to answer this one.

Please tell us why you leaned that way.

Established

Emerging

Please move the slider to answer this one.

Please tell us why you leaned that way.

Exclusive

Approachable

Please move the slider to answer this one.

Please tell us why you leaned that way.

Context & Constraints

Practical details that shape what's possible.

Are you envisioning a wordmark (text only), a symbol paired with text, or an icon that could stand alone?*

Tap the example that's closest — these are generic style cues, not exact designs.

Wordmark only

Icon + wordmark

Icon + wordmark + tagline

Icon only

Please choose one of the options above.

Is there any text that must appear in the mark — a required name, abbreviation, tagline, or date (e.g. "Est. 1985")?*

Please answer, even if it's just "none."

Any colors, symbols, or elements that are locked in — theologically, historically, or politically — or off-limits?*

Please answer, even if it's just "none."

Show us 2–3 logos you love (any category).*

Please give us at least one example.

And 1–2 you'd never want to be compared to.*

Please give us at least one example.