The Xpress Brand Questionnaire - Coffee Creative Studio

Xpress Brand Onboarding Questionnaire v2

"*" indicates required fields

1Start

2Business Foundation

3Target Audience

4Brand Personality

5Logo Structure

6Typography

7Colour Direction

8Visual Style Preferences

9Symbolism & Iconography

10Competitor Positioning

11AI Prompt Enhancers

12Final Filters

Let’s get started.

The Xpress Brand
Questionnaire

Thanks for taking the time to complete this.

Before you start, please make sure you complete all required sections. The more detail you include, the better we can guide the creative direction.

Section 1

Business Information

Business Name*

Exactly as it should appear in the logo.

Should the name always appear in a specific format?*

Select one. This is important for consistency.

ALL UPPERCASE

all lowercase

Title Case

Flexible / no preference

Can the business name be abbreviated or shortened in the logo?*

Select one.

Yes

Maybe

Example:

International Business Machines → IBM, Coffee Creative Studio → CCS.

Would you like initials explored as part of the logo?*

Yes

Maybe

Tagline

Optional

Would you like the tagline explored as part of the logo?

Optional.

Yes

Maybe

What does your business do? (Be specific in one sentence)*

Be specific in one sentence. Example: “Luxury safari accommodation for international travelers”.

Which industry best describes your business?*

Finance

Beauty

Tech

Fashion

Food & Beverage

Hospitality

Real Estate

Construction

Automotive

Health & Wellness

Legal

Fitness

Education

Creative Agency

E-commerce

NGO / Community

Other

What type of business are you?*

Personal Brand

Startup

Local Business

Online Brand

Corporate Company

Luxury Brand

Creative Brand

Product Brand

Service Business

Community/NGO

What price level does your business operate in?*

Section 2

Target Audience

Who are your ideal customers? (Be specific)*

What age group are they?*

18–24

25–34

35–44

45–60

60+

What type of customer are they?*

Select up to 3 choices.

Corporate professionals

Entrepreneurs

Parents

Students

Luxury consumers

Creative individuals

Outdoors/adventure

Trend-conscious

High-income clients

Everyday consumers

Tech-savvy users

Wellness-focused

What should people feel when they see your brand?*

Select up to 3 choices.

Trust

Luxury

Confidence

Innovation

Calm

Creativity

Prestige

Energy

Simplicity

Sophistication

Safety

Excitement

Exclusivity

Strength

Section 3

Brand Personality

If your brand was a person, how would they behave?*

Select up to 5 choices.

Professional

Sophisticated

Friendly

Bold

Minimal

Playful

Masculine

Feminine

Rugged

Elegant

Futuristic

Traditional

Luxury

Innovative

Organic

Artistic

Which best describes your communication style?*

Select up to 2 choices.

Formal

Conversational

Energetic

Calm

Inspirational

Corporate

Technical

Luxury-focused

What should the brand NEVER feel like?*

Select up to 5 choices.

Cheap

Childish

Aggressive

Generic

Overly corporate

Too trendy

Feminine

Masculine

Busy/cluttered

Dark

Playful

Old-fashioned

Section 4

Logo Structure

Which logo format do you prefer?

Wordmark

Lettermark

Icon + Text

Emblem

Badge

Monogram

Abstract Symbol

Mascot

Minimal Symbol

What should the logo include?

Icon

Symbol

Initials

Full business name

Hidden meaning

Geometric shape

Mascot/character

Abstract shape

What level of detail should the logo have? (Select one)*

Extremely minimal

Clean/simple

Balanced

Detailed

Highly decorative

Section 5

Typography

What feeling should the typography have?

Modern

Luxury

Corporate

Handwritten

Fashion Inspired

Tech-Inspired

Bold

Soft

Elegant

Geometric

What kind of font family structure do you prefer?

Sans Serif

Serif

Script

Display

Monospaced

Hybrid / Mixed

Brush

Minimal 3D / Stylized

No Preference

What font styling feels closest to your ideal logo?

Wide / Spacious

Narrow / Condensed

Tall / Vertical

Geometric

Rounded

Sharp / Angular

Thin / Lightweight

Bold / Heavy

Extended

Compact

High Contrast

Uniform / Monoline

Which typography styles should be avoided?

Script/handwritten

Ultra-bold

Thin/minimal

Corporate

Serif

Sans-serif

Playful

Vintage

Futuristic

Section 6

Colour Direction

Select the overall colour directions that best fit your brand

Luxury Dark

Premium Neutral

Modern Luxury

Monochrome

Luxury Fashion

Earthy Natural

Warm Organic

Wellness Calm

Coastal Fresh

Bright Energetic

High Contrast Bold

Tropical Exotic

Tech Modern

Neon Digital

Soft Minimal

Feminine Pastel

Heritage Vintage

Industrial Masculine

Select 2–3 colour directions you would most like used in your logo

Select up to 3 choices.

Luxury Dark

Earthy Natural

Premium Neutral

Bright Energetic

Soft Minimal

High Contrast Bold

Warm Organic

Coastal Fresh

Feminine Pastel

Tech Modern

Monochrome

Modern Luxury

Heritage Vintage

Wellness Calm

Industrial Masculine

Neon Digital

Any additional colours you’d like included?

Which colours should be avoided?

Red

Orange

Yellow

Green

Blue

Purple

Pink

Brown

Grey

Black

White

Neon colours

Pastels

Metallics

Gradients

Other

Which colours should be avoided? (Other)

Upload any colours, brands, packaging, interiors or visuals that match your desired brand feeling

Drop files here or

Max. file size: 32 MB.

Section 7

Visual Style Preferences

Select the logo styles closest to your ideal direction

Select multiple examples. Each example can map behind the scenes to typography style, complexity, icon style, spacing, premium level, composition, and colour approach.

Option 1

Option 2

Option 3

Option 4

Option 5

Option 6

Option 7

Option 8

Option 9

Option 10

Option 11

Option 12

Option 13

Option 14

Which visual styles do you dislike?

Overly abstract

Cartoon-like

Vintage

Busy/cluttered

Ultra-minimal

Corporate

Playful

Luxury

Grunge

Futuristic

Handwritten

Section 8

Symbolism & Iconography

Are there any specific symbols or elements you want included?

Animals

Nature

Architecture

Initials

Cultural references

Objects

Abstract concepts

Are there any symbols or elements that should NOT be used?

Do you want the logo to contain hidden meaning?*

Yes

Maybe

What hidden meaning would you like to include?

Which themes best fit your brand?*

Select up to 3 choices.

Nature

Geometry

Luxury

Technology

Heritage

Urban

Coastal

African

Minimalism

Motion

Strength

Fashion

Wellness

Architecture

Section 9

Competitor Positioning

List 3 competitors or brands in your space

What do you like about their branding?

What should your brand do differently from them?

Section 11

AI Prompt Enhancers

Complete this sentence: My brand should feel like…

Examples: “Apple meets Patagonia”, “Modern African luxury”, “Minimal Japanese coffee brand”, “Luxury safari lodge”, “Bold tech startup”

Name brands outside your industry whose branding you admire

Upload Pinterest boards, inspiration images or references you like

(Optional but highly recommended)

Drop files here or

Max. file size: 32 MB.

Section 12

Final Filters

What absolutely MUST be included in the logo?

What absolutely MUST be avoided?

Is there anything else the AI should know before generating concepts?

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Xpress Brand Onboarding Questionnaire v2

The Xpress BrandQuestionnaire

Business Information

Example:

Target Audience

Brand Personality

Logo Structure

Typography

Colour Direction

Visual Style Preferences

Symbolism & Iconography

Competitor Positioning

AI Prompt Enhancers

Final Filters

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The Xpress Brand
Questionnaire