Visual Identity Assessment

Ariad Partners Visual Identity Assessment

The following questions are designed as a self-assessment to help you determine the “elevation” to which your VISUAL BRAND IDENTITY (logo & company collateral pieces) has reached in representing your unique business brand. The assessment is based on the three most powerful attributes of a successful brand: Consistent, Relevant, and Distinctive.

Comapny
Date
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2. Our logo design is saved in several digital file formats (e.g. jpg., eps., .tif, gif., bmp).
- Yes
- No
3. Our logo has specific PMS colors (spot) or (full color) that are documented and religiously adhered to in all our marketing materials and web site (consistent coloring).
- Yes
- No
4. Every employees’ business cards are consistent with each others in overall layout, look and feel.
- Yes
- No
5. We utilize both sides of our business cards to promote our key benefits and unique selling proposition.
- Yes
- No
6. We are aware of and can identify our logo’s specific font family (specific type family and style used in your logo).
- Yes
- No
7. We consistently utilize our brand’s font family (from logo) in all of our marketing materials and web site.
- Yes
- No
8. Our logo design has a specific (written) “brand story” behind its meaning reflecting what we stand for.
- Yes
- No
9. Our employees know and understand the importance of our logo’s symbolic meaning/association to the brand.
- Yes
- No
10. Our logo appears correctly (as intended) and is consistent on EVERY piece of stationery, business card, collateral, advertisement, and web site pages.
- Yes
- No
11. Our logo is professionally designed to appear in a vertical and horizontal format.
- Yes
- No
12. Our unique corporate identity design and name is protected and officially registered for trademark in the state we do business and/or federally.
- Yes
- No
13. We have established an official GRAPHIC STANDARDS manual that interprets and guides the users of our logo to the appropriate and non-appropriate forms of visual representation.
- Yes
- No
14. Our work environment reflects our brand identity through our relevant colors, image, graphics, and style.
- Yes
- No
15. Our visual identity has remained relatively consistent throughout the lifetime of the business.
- Yes
- No
16. Our website URL and email address reflects our brand name.
- Yes
- No
17. Our customers can differentiate our corporate identity (logo) from among our competitors.
- Yes
- No
18. We own the specific digital font(s) used within our logo, installed on our computers.
- Yes
- No
19. We offer our employees outerwear that dons our visual corporate identity.
- Yes
- No
20. We promote our corporate identity (logo) on various specialty items (coffee mugs, t-shirts, wine bottle, labels, key chains, etc.) that we use as “give-aways” or gifts to our customers and potential customers..
- Yes
- No

We highly recommend that several key players in the company complete this assessment. We will analyze and compare the results and help you determine where the gaps are in perception and practice, and why those gaps exists.

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