Imaginary Friends Brand Audit. Brand Audit This audit helps us understand what you already have in place and where clarity may be missing. Answer what you can. “Not sure” is completely fine. We’ll review this and follow up with clear next steps. Step 1 of 5 20% General Contact InformationName(Required) First Last Company/Organization Name(Required)Email(Required) Phone(Required) Core Identity Assets Logo & Core Brand ElementsDo you have a Primary Logo?(Required)This is the main logo your company uses. Yes No Not Sure Upload Main Logo(Required)Accepted file types: pdf, gif, jpg, jpeg, png, svg, tif, ai, psd, indd, heif, Max. file size: 128 MB. Please explain what you currently have or why you’re unsure:(Required)Do you have a Logo/Word Mark variation?(Required)This is a version of your logo that is simplified or consists only of a section of your full logo. Yes No Not Sure Upload Logo MarkAccepted file types: pdf, gif, jpg, jpeg, png, svg, tif, ai, psd, indd, heif, Max. file size: 128 MB. Tell us what variations you believe may exist:(Required)Do you have a 1 Color Logo Variation?(Required)This is a version of your logo that is only made up of one color for black and white printing purposes or other simplified production. Yes No Not Sure Upload 1 Color LogoAccepted file types: pdf, gif, jpg, jpeg, png, svg, tif, ai, psd, indd, heif, Max. file size: 128 MB. Where do you usually use your logo today?(Required)Are your logo files available in vector formats (AI, EPS, SVG)?(Required)Vector files are a scalable version of your logo that does not pixilate. Yes No Not Sure What file types do you currently have access to?(Required) Brand Foundations Strategy & DirectionDo you have a Mission Statement?(Required)A mission statement is a short description of why an organization exists and what its overall goal is. Yes No Not Sure Write Mission Statement(Required)Has this ever been discussed or written informally?(Required)Do you have a Vision Statement?(Required)A vision statement is a brief description of the future of your company or the aspired achievement of its goals. Yes No Not Sure Write Vision Statement(Required)How do you usually describe where the organization is headed?(Required)Do you have defined brand values?(Required)These are what your company stands for and/or beliefs your company holds itself to. Yes No Not Sure Write your Brand Values(Required)Are there values you talk about internally, even if they aren’t documented?(Required)Do you have a Brand Story?(Required)This is a summary of your company's history, mission, purpose, and values, with a narrative structure that makes audiences feel more connected and invested in your brand. Yes No Not Sure Write your Brand Story?(Required)How do you usually explain your organization’s story?(Required)Do you have a Tagline?(Required)This is a short, catchy phrase that reflects your company's purpose or quality. Yes No Not Sure Write your Tagline?(Required)Are there phrases you commonly use instead?(Required) Visual System & Usage Typography & Visual ElementsDo you have a Headline Font?(Required)This is the name of the font used for headings and titles. It may be used in your logo. Yes No Not Sure Provide the Title of your Headline Font(Required)Where does your typography usually come from?(Required)Do you have a Body Font?(Required)This is the name of the font used for body text and general text. It may be used in your logo. Yes No Not Sure Provide the Title of your Body Font(Required)Is typography chosen intentionally or case by case?(Required)Do you have Curated Icons?(Required)These are any icons you've had made or specifically chosen that are used in marketing material or other company assets. Yes No Not Sure Upload Icons(Required)Accepted file types: pdf, gif, jpg, jpeg, png, svg, tif, ai, psd, indd, heif, Max. file size: 128 MB. Where do icons usually come from?(Required)Do you have a Primary Color Palette?(Required)These are the main colors used by your company. Typically this is a very limited palette. Yes No Not Sure Upload Primary Color Palette(Required)Accepted file types: pdf, gif, jpg, jpeg, png, svg, tif, ai, psd, indd, heif, Max. file size: 128 MB. Are there colors you default to most often?(Required)Do you have a Supporting Color Palette?(Required)These are the other colors used by your company that fill out the rest of your brand color palette. Yes No Not Sure Upload Supporting Color Palette(Required)Accepted file types: pdf, gif, jpg, jpeg, png, svg, tif, ai, psd, indd, heif, Max. file size: 128 MB. Do supporting colors change depending on the project?(Required)Guidelines & GuardrailsDo you have a Brand Guide?(Required)A brand guide is a set of standards for the writing, formatting, and design of documents for your company. Yes No Not Sure Upload Brand GuideAccepted file types: pdf, gif, jpg, jpeg, png, svg, tif, ai, psd, indd, heif, Max. file size: 128 MB. Link to brand guideDo you have logo usage guidelines or parameters?(Required)This is how your logo should be used in a space and/or design. Yes No Not Sure How do people usually decide how to use the logo?(Required)Do you have a Brand Asset Style Guide?(Required)These are guidelines for future brand assets to conform with the established style. Yes No Not Sure Are assets stored in a shared location?(Required)Do you have digital brand guidelines (web, social, email)?(Required)This is how your brand assets and text should be placed in a digital space and/or design. Yes No Not Sure Which platforms feel the least consistent?(Required)Do you have physical brand guidelines (print, signage, apparel)?(Required)This is how your brand assets and text should be placed in a print design. Yes No Not Sure Where do physical materials tend to break down?(Required) Audience & Context Audience & MaterialsDo you have a defined target audience assessment or personas?(Required)These are the main clients/consumers your company is looking to reach. It may have been discovered through market research. Yes No Not Sure How do you currently describe your audience?(Required)Do you have examples of existing marketing materials?(Required)This is anything your company has produced as marketing collateral: flyers, business cards, brochures, posters, banners, etc. Yes No Not Sure Upload Marketing Piece 13 Pieces are preferred to get a complete understanding of your brand; however, only one is required. Drop files here or Select files Accepted file types: pdf, gif, jpg, jpeg, png, svg, tif, ai, psd, indd, heif, Max. file size: 128 MB, Max. files: 3. Or please provide a link.What types of materials exist today?(Required)ReflectionWhich of the items above feel solid, and which feel outdated or unclear?(Required)Additional ContextIs there anything else you’d like us to know about your brand or current challenges?Comments / QuestionsHave any additional comments or questions for us?What is 3 + 9?Anti-Spam 10 12 15
