Try to sum up the goals + mission of your business in 1-4 sentences.
These words will cultivate the emotion that people get when interacting with your brand & website.
Try to get specific! Are they a certain age or demographic? What adjectives describe them? Where do they shop?
If for web, for example, a horizontal logo will work best for your brand.
Are they fun + whimsical, clean + professional, or sophisticated? Think in terms of your business, not just brands that you personally love. We need to make sure that your new visual identity best represents your business, and not just your personal style — although sometimes these are one in the same!
(ex: script, bold, light, hand drawn, custom lettering, etc.)