A logo can be a word-mark (or name-mark, if your brand is your name), initials, with or without a logomark, possibly representing the industry or the service you provide. You can leave this up to me or make your own suggestion in the questionnaire further down. Your main logo can also include a very short tagline that describes what your brand or service is about.

When you are in need of a more compact logo or when horizontal space is limited, think of a row of sponsor logos on a poster that needs to fit next to each other.

A secondary logo is also necessary if your main logo is not well suited to be shrunk to a very small size.

A favicon is a tiny picture in the URL address line. You can also use it as a watermark on images and such.

A favicon can also be used as an app badge.

As the name implies, this font is eye-grabbing. You can use it in PPT headlines, posters and on any merchandise or application.

This is a font chosen for so-called body-copy in longer texts. It is usually easier on the eye than headline font. The body copy should not be all-caps, but the Headline font can be all-caps.

If you have a strong feeling about what colour palette will suit your brand, you can suggest it in the questionnaire, otherwise, you can leave it up to me to interpret. More on colours further down.

I always add some images to convey the feel of the concept and examples of how the logo can be used.