Starzt — Logo Brief (5 min)

1What is the business called? And how you'd like the name written on the logo — the full name, or a shorter version. For example "Dela Cruz Coffee Company" or just "Dela Cruz Coffee".

2What does the business do? One sentence, the way you'd explain it to someone you just met.

3Who are your customers — and who would you like them to be? Who buys from you now, and who you'd like to attract next.

4Who else does what you do, and what makes you different? A few names or links is plenty.

5How do you want people to describe your business — and how do you not? A few words each. For example: warm, careful, honest — but never cheap or showy.

6Where did the name come from? Who picked it and why. Do people ever shorten it, or use the initials?

7Is there anything in your name or story we could turn into a picture? An object, an animal, a place, a tool, a year or number that matters, a repeated letter in the name, a play on words you'd love — or one you'd hate. Anything at all. Most logos start from something small like this, so don't filter yourself.

8Show us two logos you like, and one you don't Any business, any industry. Names or links are fine — and a few words on what you like or dislike about each.

9Any colours you must have, or can't use? Maybe your shop is already painted a certain colour, or a rival business has made one their own.

10Where will people see the logo? Tick anything that applies. This tells us how simple it needs to be — something sewn onto a cap can't have the same detail as something on a screen.

Your website Social media picture Tiny icon at the top of a browser tab Packaging or labels Shop or office sign Vehicles Sewn onto shirts or caps Printed in one colour, like a receipt or box Engraved on metal or wood

11When do you need it, and what can you spend? A rough range is fine. If something is driving the date — an opening, an event — tell us what.

12Who decides? Who gives the final yes — and is there anyone else, a partner or an investor, who might change their mind at the last minute? Better we know now.

+Anything else we should know? Optional.

Stuck on any of these? Leave them blank — we'll go through them together on our first call. It's easier to talk through than to write out.