Company.
What does the business / product do?
What kind of personality/mood does the brand have?
Is there a unique story behind the business or business name or logo?

Target group.
Describe the ideal customer.

Design elements and composition.

What design elements are used to create a company’s visual identity? What composition principles can you observe? Is the hierarchy clear in the visual? Are there any elements of repetition?

Colour.

What is the colour palette for the company’s brand? Does the colour helps to convey the essence of the brand? What does a particular colour symbolise?

Typography.
Typography carries a message about the design.
How many typefaces/fonts are used in this design, and are they too many? Is that a stylised, detailed or a subtle minimal font?

What other stylebook elements (business cards, photographs, merchandise, etc) are presented in the project?

How does the brands image fall between these opposing characteristics?

Masculine/Feminine
Simple/Intricate
Grey/Colourful
Conservative/Extravagant
Approachable/Authoritative
Necessity/Luxury
Fun/Serious
Professional/Casual
Modern/Classic
Sporty/Elegant
Extreme/Safe