Questions to Keep in Mind

1. What is the first word you want people to think of when they look at your graphic identity (logo or logotype, choice of font, and so forth)? What thoughts or feelings should these graphic choices bring to mind?
2. What style do competing or similar organizations use in their corporate identities?
3. What type of font best represents your organization? Something sleek and modernist like Arial or Helvetica? Something classy and standard like Cambria, Times New Roman, or Garamond?
4. Are there images or shapes that you want viewers to think of when they think of your organization? Something simple and solid based on a circle or square? Something edgier like a jagged or striated image?
5. Are there specific colors that your graphic identity needs to use?