Alternate ROOTS Visual Audit
Thank you for taking time to fill out this survey. We know that the ROOTS staff & members are the heart and soul of the organization, so these questions will help us capture the collective thoughts/feelings about the current identity. Our ultimate goal throughout this process is to maintain alignment in order to create an iconographic system that truly represents the people and values of Alternate Roots.

The questionnaire should take no more than 10 minutes to complete. Your responses will help guide us for our larger conversation on Wednesday, May 10th. 

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Email *
Name *
Role at Alternate ROOTS *
The current ROOTS iconography
What is the story of your iconography – how did it come to be what it is today?
(Please skip if you do not know the answer)
What types of images (photography, media) and illustrations are used throughout ROOTS? How do these images help define the purpose, tone, and offerings?
(Please skip if you do not know the answer)

How would you describe ROOTS' personality?

What does this current logo and logo mark mean to you?

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How does this current logo and logo mark communicate Alternate ROOTS?

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What do you like about the current logo and logo mark?

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What don't you like about the current logo and logo mark?

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What about the overall visual iconography and color palette is working?
What challenges have come up while using the current iconography and color palette?
What message do you want to evoke with this upcoming refresh?

Without thinking about the current iconography, what colors would you associate with ROOTS and why?

What colors would you not associate and why?

How does the image fall within these characteristics?

How would you describe ROOTS to a friend?Formerly: Describe Alternate ROOTS other than personality? (Example: excellence, authenticity, customer service)
What emotions do you want your audience to feel after they engage with your website/social media?
List 2-3 organizations in your industry who are doing similar work like Alternate Roots
What other organizations (competitor or not) have an iconographic identity that you admire and why?
Have additional thoughts about the iconography and color palette?
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