Define the purpose and promise behind your brand. Be specific — vague answers lead to generic design.
One or two sentences explaining your company's goals, what it is, and why it exists.
Template: "For [audience], [Brand] is the [category] that [key differentiator]." e.g. "For upscale families, Volvo is the automobile that offers maximum safety."
What does your customer actually gain? Status, beauty, lasting value, peace of mind? Think beyond product features.
Think of your brand as a person — how would you describe their personality in five single words?
Why does your brand matter? What should your audience feel or believe after every interaction?
Click one word on each row to mark where your brand sits on the spectrum.
Click either word to select it — highlighted means your brand leans that way.
Use your imagination — think of your brand as someone you know. Where do they live, what do they drive, how do they carry themselves?
Casual, natural language — as if you're describing someone they've never met.
Think across industries — fashion, hospitality, automotive, watchmaking. Who does it socialize with?
Click to select one option per category. These choices inform your logo structure, visual style, and typographic voice.
Which structural approach best represents how you want your brand identified?
Which visual language feels closest to your brand's aesthetic?
Click the type style that best represents your brand's visual voice.
Take your time with each question — there are no wrong answers. Your responses directly shape every creative decision that follows. This document is confidential between you and the boegöw team.