Logo DNA Chart™ — Free PDF

Try the Logo DNA Chart™ before committing to any template

Perfect for freelancers, agencies, or in-house teams who want to test-drive logo direction in minutes. If it helps, please tell Google about us.

Field-tested on real brand projects

Mark in seconds (Neutral, 25%, 50%, 75%, 100%)

Print-ready A4/Letter PDF + digital-friendly

Clean layout, clear ticks, space for notes

Built-in guidance prompts — no lorem

Two custom axes + bonus assets

Tip: After scoring, paste your notes into ChatGPT to turn the genes into concrete design rules (type, shapes, stroke, spacing, color, motion).

Logo DNA Chart™ — (PDF)

The Logo DNA Chart™ is Madani‘s proven framework, used for over than decade to define logo direction for different brands he was building with his team. It gives clients and teams a shared view of where the brand should go, eliminating irrelevant noise and speeding decisions. Ideal for freelancers, logo designers, branding agencies, and solo entrepreneurs.

What you Get

This chart scores your brand across these pairs. Two extra rows are blank for custom axes.

01. Logo DNA Chart by Madani

02. “How-to-use” guide

03. “You-might-like” Additional

How It Works

Download

Get the print-ready PDF (A4/Letter).

Print & Mark

Place an X on each gene (1=left, 4=neutral, 7=right); circle your top 3.

Design

Keep the sheet visible while sketching so every choice follows the scores.

Must know

• X at center = Neutral: neither side should dominate at first glance.
• Mark intensity: 25%, 50%, 75%, or 100% toward either side.
• Swap axes if needed: use Neutral↔Expressive (voice), Static↔Dynamic (motion), or Monochrome↔Multicolor (color).

What You Get

Print-ready PDF (A4/Letter) with 7-point ticks

20 core genes

On-page quick guide and space for notes/rules

PNG preview for digital sharing

Email support

Why this over a generic mood board?

Logo DNA ChartGeneric Mood BoardBuilt-in guidance promptsForces clear choices (7-point scale)Client-ready justification artifactPrintable & digital-friendlyOptional Templates

Want more tools like this? Explore our branding templates collection.