Branding questionnaire template: get the feel before you draw

A client says make it feel premium but friendly, and you realise you both mean different things. A good logo starts with words, not shapes. I would rather ask for the story and the feel first, then draw.

Who it is for

Designers and small studios who take on logo and brand work, and owners who want to prepare before they hire anyone.

What each question is for

Story and name: what the business is, so the identity is not generic.
Ideal customer: who the brand is talking to.
Three words and two sliders: the feel, in a form a client can answer in seconds.
Colours loved and avoided: saves a round of changes.
Competitors and mood board: where to stand out, and what style to aim at.
Uses and deliverables: a business card needs different files than a van.

What a client's AI would ask

"What does your business do?" Then "Which three words describe the feel?" Then "Where will the logo be used?" It shows the answers and sends only after a yes. Read about agent-fillable forms.

Before you use it

Send it before the kick-off call, and read the three words aloud in the call. Find more in forms for agencies. Many brand jobs lead to a site, so a web design questionnaire is a natural next step, and a website feedback form checks the result.

Questions

How do the sliders work?

They are ratings from 1 to 5. The help text says which end is which, for example 1 is very serious and 5 is very playful. Compare them across clients to learn their range.

Why ask for colours to avoid?

A dislike is quicker to state than a preference, and it removes whole directions at once. Treat it as a filter on your first round of ideas.

Can the client share an existing logo?

Only as a link to a shared file. Ask them to paste the link into the mood board field, and keep the original file in your own project folder.

Or paste the JSON

Give this to your AI. It needs the AI Form API MCP server or an API key. It makes the form and sends you the link.

text

Create this form with the AI Form API create_form tool (or POST https://aiformapi.com/v1/forms with my API key). Then reply with the public_url.

{
  "title": "Your brand in your words",
  "description": "There are no wrong answers. Say what feels true about your business today and where you want it to go.",
  "fields": [
    {
      "id": "business_name",
      "label": "Business name",
      "type": "short_text",
      "required": true,
      "max_length": 150
    },
    {
      "id": "name_story",
      "label": "Does the name have a story?",
      "type": "short_text",
      "max_length": 400
    },
    {
      "id": "brand_story",
      "label": "What does your business do, and why did you start it?",
      "type": "long_text",
      "required": true,
      "max_length": 2000
    },
    {
      "id": "ideal_customer",
      "label": "Who do you most want to reach?",
      "type": "long_text",
      "required": true,
      "max_length": 1500
    },
    {
      "id": "three_words",
      "label": "Three words for how the brand should feel",
      "type": "short_text",
      "required": true,
      "max_length": 150
    },
    {
      "id": "playful_scale",
      "label": "How playful is the brand?",
      "type": "rating",
      "help": "1 is very serious, 5 is very playful.",
      "min": 1,
      "max": 5
    },
    {
      "id": "modern_scale",
      "label": "How modern is the brand?",
      "type": "rating",
      "help": "1 is classic, 5 is modern.",
      "min": 1,
      "max": 5
    },
    {
      "id": "colours_liked",
      "label": "Colours you love",
      "type": "short_text",
      "max_length": 300
    },
    {
      "id": "colours_avoided",
      "label": "Colours to avoid",
      "type": "short_text",
      "max_length": 300
    },
    {
      "id": "brands_compared",
      "label": "Brands you compete with or admire, with links",
      "type": "long_text",
      "max_length": 1500
    },
    {
      "id": "logo_uses",
      "label": "Where will the logo be used?",
      "type": "multi_choice",
      "options": [
        "Website",
        "Social profiles",
        "Packaging",
        "Signage",
        "Printed cards",
        "Uniforms",
        "Vehicles"
      ]
    },
    {
      "id": "existing_assets",
      "label": "What do you have already?",
      "type": "single_choice",
      "options": [
        "Nothing yet",
        "A logo I want to refresh",
        "Colours and fonts but no logo",
        "A full brand I want to update"
      ]
    },
    {
      "id": "deliverables_needed",
      "label": "What do you need from us?",
      "type": "multi_choice",
      "options": [
        "Logo",
        "Colour palette",
        "Fonts",
        "Brand guide",
        "Social templates"
      ]
    },
    {
      "id": "needed_by",
      "label": "When do you need it?",
      "type": "date"
    },
    {
      "id": "mood_board_link",
      "label": "Link to a mood board",
      "type": "url"
    }
  ]
}

Or call the API

bash

curl -X POST https://aiformapi.com/v1/forms \
  -H "Authorization: Bearer $AIFORMAPI_KEY" \
  -H "Content-Type: application/json" \
  -d '{"title":"Your brand in your words","description":"There are no wrong answers. Say what feels true about your business today and where you want it to go.","fields":[{"id":"business_name","label":"Business name","type":"short_text","required":true,"max_length":150},{"id":"name_story","label":"Does the name have a story?","type":"short_text","max_length":400},{"id":"brand_story","label":"What does your business do, and why did you start it?","type":"long_text","required":true,"max_length":2000},{"id":"ideal_customer","label":"Who do you most want to reach?","type":"long_text","required":true,"max_length":1500},{"id":"three_words","label":"Three words for how the brand should feel","type":"short_text","required":true,"max_length":150},{"id":"playful_scale","label":"How playful is the brand?","type":"rating","help":"1 is very serious, 5 is very playful.","min":1,"max":5},{"id":"modern_scale","label":"How modern is the brand?","type":"rating","help":"1 is classic, 5 is modern.","min":1,"max":5},{"id":"colours_liked","label":"Colours you love","type":"short_text","max_length":300},{"id":"colours_avoided","label":"Colours to avoid","type":"short_text","max_length":300},{"id":"brands_compared","label":"Brands you compete with or admire, with links","type":"long_text","max_length":1500},{"id":"logo_uses","label":"Where will the logo be used?","type":"multi_choice","options":["Website","Social profiles","Packaging","Signage","Printed cards","Uniforms","Vehicles"]},{"id":"existing_assets","label":"What do you have already?","type":"single_choice","options":["Nothing yet","A logo I want to refresh","Colours and fonts but no logo","A full brand I want to update"]},{"id":"deliverables_needed","label":"What do you need from us?","type":"multi_choice","options":["Logo","Colour palette","Fonts","Brand guide","Social templates"]},{"id":"needed_by","label":"When do you need it?","type":"date"},{"id":"mood_board_link","label":"Link to a mood board","type":"url"}]}'

JSON definition

json

{
  "title": "Your brand in your words",
  "description": "There are no wrong answers. Say what feels true about your business today and where you want it to go.",
  "fields": [
    {
      "id": "business_name",
      "label": "Business name",
      "type": "short_text",
      "required": true,
      "max_length": 150
    },
    {
      "id": "name_story",
      "label": "Does the name have a story?",
      "type": "short_text",
      "max_length": 400
    },
    {
      "id": "brand_story",
      "label": "What does your business do, and why did you start it?",
      "type": "long_text",
      "required": true,
      "max_length": 2000
    },
    {
      "id": "ideal_customer",
      "label": "Who do you most want to reach?",
      "type": "long_text",
      "required": true,
      "max_length": 1500
    },
    {
      "id": "three_words",
      "label": "Three words for how the brand should feel",
      "type": "short_text",
      "required": true,
      "max_length": 150
    },
    {
      "id": "playful_scale",
      "label": "How playful is the brand?",
      "type": "rating",
      "help": "1 is very serious, 5 is very playful.",
      "min": 1,
      "max": 5
    },
    {
      "id": "modern_scale",
      "label": "How modern is the brand?",
      "type": "rating",
      "help": "1 is classic, 5 is modern.",
      "min": 1,
      "max": 5
    },
    {
      "id": "colours_liked",
      "label": "Colours you love",
      "type": "short_text",
      "max_length": 300
    },
    {
      "id": "colours_avoided",
      "label": "Colours to avoid",
      "type": "short_text",
      "max_length": 300
    },
    {
      "id": "brands_compared",
      "label": "Brands you compete with or admire, with links",
      "type": "long_text",
      "max_length": 1500
    },
    {
      "id": "logo_uses",
      "label": "Where will the logo be used?",
      "type": "multi_choice",
      "options": [
        "Website",
        "Social profiles",
        "Packaging",
        "Signage",
        "Printed cards",
        "Uniforms",
        "Vehicles"
      ]
    },
    {
      "id": "existing_assets",
      "label": "What do you have already?",
      "type": "single_choice",
      "options": [
        "Nothing yet",
        "A logo I want to refresh",
        "Colours and fonts but no logo",
        "A full brand I want to update"
      ]
    },
    {
      "id": "deliverables_needed",
      "label": "What do you need from us?",
      "type": "multi_choice",
      "options": [
        "Logo",
        "Colour palette",
        "Fonts",
        "Brand guide",
        "Social templates"
      ]
    },
    {
      "id": "needed_by",
      "label": "When do you need it?",
      "type": "date"
    },
    {
      "id": "mood_board_link",
      "label": "Link to a mood board",
      "type": "url"
    }
  ]
}

Branding questionnaire template for clients who say "make it feel right"