Design a Logo

DELIVERABLES Logo, with variations: - Tall, wide, and small - Color - Black - White/knock-out - Usage - Logo with tagline (see Creative Brief) Brand identity style guide: - Typeface specifications (headlines, subheads, captions, body copy) - Alternate/web-safe fonts - Color Palette (3-5 colors): CMYK, RGB, and Hex values, Vignettes, Black and white alternates - Photography: look, feel, and color pallette - Typographic style specifications (i.e. for web): Headings 1-6, with color, weight, and margin specifications; Paragraph, with margin and line-spacing, Blockquote, bullet, horizontal rule style Deliverable Assets—editable files (.ai, .eps, or .psd), plus fonts, vectors of graphics: - Logo - Business card - Letterhead - One page website mockup: [login to view URL] - Facebook, Twitter, and LinkedIn graphics CREATIVE BRIEF Personal Brand Statement: Advanced technologies like artificial intelligence, robotics, and analytics are radically improving people’s lives, their work, and environment. I’m helping brands like IBM define their approach to marketing them. Through specialized branding, messaging, and campaign planning, we’re learning how to overcome buyers’ logistical, sociological, and psychological barriers to adoption, and inspire them with the possibilities of a smarter future. Essence: Advancing the Practice of Marketing Advanced Technology Promise: New marketing strategies for new technology. Point-of-view: Selling advanced technologies comes with unique challenges and opportunities. This requires an unconventional approach to marketing communications; one that addresses buyers’ logistical, sociological, and psychological barriers to adoption, and inspires them with the possibilities of a smarter future. Voice/Personality: To help you define the future, you need a candid and instructive partner who will help you explore bold new marketing practices, assertively sorting out what works from what doesn’t. In a complicated and technical vertical, thinking must be clear, concise, and straightforward, without losing a sense of curiosity, wonder, or enthusiasm for the technology itself. Mission: To radically improve people’s lives, work, and environment by speeding their adoption of advanced technology worldwide. I will do this by radically adapting marketing best practices to help buyers overcome their logistical, sociological, and psychological barriers, and become inspired by the possibilities of a smarter, more automated future. Vision: A world that is prosperous, healthy, and sustainable as the result of advanced technology profoundly augmenting the activities and capabilities of the human race. Values: - Essentialism—a tireless pursuit of only the ideas, practices, and initiatives that have the greatest impact, and doing it really, really well - Excellence through refinement—a preference for action, and a zeal for refinement - Knowledge as leverage—being smarter so we can do it harder, faster, better, and stronger - Curious, always—there are no dumb questions; ever asking “what if” and “why” - Customers as humans—it’s about people: what they think, feel, say, and do; their sociological situation and psychology - Achievement, together—doing great things; committed to each other’s success - Embracing the future, and defining it—welcoming innovation and evolution; where possible, leading it Key Differentiator: A specialization in marketing advanced technology by adapting effective marketing practices for new challenges and opportunities Look and Feel: - Simple - Minimal - Modern - Understatedly Stylish - Smart - Not: Overtly technical/high-tech, Futuristic, Scientific TARGET PERSONA Demographics: - Male/Female - Ages 25-65 - HHI Income of $125k-350k; home value of $200k-500k - Over-index by 32% for renting - Slightly more likely to be single; otherwise married with 1-4 children - Metrocentric - Caree