• NZ$200

• 46 designs

• 8 designers

---

Logo Design Brief

We're a small marketing consultancy business called "The Perfect Angle" and we've been in operation since 2008. We're based on the Kapiti Coast in the greater Wellington region of New Zealand.

We provide strategic marketing services to our clients (i.e. marketing strategy, brand strategy, etc), as well as copywriting and communications work. Initially a one-man band (i.e. just me), today we employ a team of up to 6 people (depending on the project).

While a lot of our work has historically been in the corporate and Government sector (i.e. larger contracts lasting from 3 months up to 2 years), we are currently looking to re-position our business to target small and medium sized businesses in and around the Horowhenua and Kapiti regions (while maintaining some of our existing larger clients in Wellington).

As such, in November 2014 we launched a local radio advertising campaign called "What's your story?", positioning our business as experts in helping local companies to tell their business "stories" to their target audience(s). This campaign has generated considerable brand awareness for our business.

Our current branding is tired and out of date (see attached logo). The name "The Perfect Angle" came from the fact that there is a perfect angle at which to throw a stone in order to achieve the best result when trying to skim a stone across the water. We felt that we could apply a similar analogy to our business - that every business can apply the perfect angle to the way they promote their business (i.e. there are marketing activities that will enhance a business's performance). That is why the current logo utilises a man throwing a stone, with the skimming stone above the company name.

Our by-line "Marketing that goes the distance" looked to further strengthen this link.

The company name is compressed into a single line (with no spacing between the three words) but this isn't necessary (if you have a better idea).

There is currently a strong level of brand equity with the company name, and we would prefer to retain it as a result (especially as we own the URL: www.theperfectangle.co.nz, and a number of different variations of this, including www.theperfectangle.marketing - we also own www.marketingexpert.co.nz and www.storyteller.expert). However, the visual representation of the name is open to a refresh or, if necessary, a total overhaul.

We would prefer to retain the existing rich brown colour, but we have recently looked at introducing a secondary colour to create a bit more "pop".

We want the new branding to be fresh, modern and dynamic, but not "over the top" corporate (i.e. we are a small business in a region of small and medium businesses). However, we don't want to alienate our larger corporate clients at the same time!

We want our business to be seen as progressive, expert and professional, but also approachable, fun and friendly. We certainly don't want to put off potential clients by appearing to be too big and expensive (i.e. "they wouldn't want to work with us").

In terms of our business, our values are:

1. Honesty: We say what we think, and we do what we say. That way there’ll be no surprises at your end.

2. Integrity: We always do the right thing, even when it would be easy not to. We accept personal accountability for the highest standards of behaviour in all aspects of our work, and as responsible citizens and employees.

3. Passion: We love what we do and we have fun doing it - you’ll always receive enthusiastic service with a smile.

4. Creativeness: We always look for better ways to do (and say) things. We are not satisfied with the status quo. We’ll strive for continuous improvement, embrace change and deliver excellence.

5. Quality: Our clients always deserve our very best efforts. We take responsibility for the quality of our efforts. Our service will be "best in class" in terms of value for money.

6. Service: We are dedicated to satisfying our clients’ needs. We will consistently treat you with the respect you deserve, listen to your requests and understand your expectations. We’ll strive to exceed your expectations in affordability, quality and delivery.

Outside of this, we would also like to have an element of what it means to be a part of Kapiti (i.e. small but progressive region, nice climate, fantastic lifestyle, energetic with lots of outdoor activities). Kapiti is wedged between the sea and a mountain range with lots of native bush and rivers. A lot of our local businesses are either service providers, or operate in the tourism or food and beverage industries.

Our office is beside the sea.

In terms of brand application, we need a logo that will ultimately be applied to a broad range of activities including: business card, letterhead, email, PowerPoint, brochures, website, advertising, vehicle signage, general signage.

Target Market(s)

Small and Medium business owners (male and female, aged 28-55), predominantly throughout the greater Wellington region, but could be nationwide. A secondary market are larger corporates and Government agencies with whom we have existing relationships (such as Xero, EECA, Contact Energy, Electra, ESR, ACC, etc).

Industry/Entity Type

Business

Logo Text

The Perfect Angle

---

Logo styles of interest

---

Font styles to use

---

Colors

Colors selected by the customer to be used in the logo design:

---

Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

---

Requirements

Must have

• The company name.
• Current rich brown colour.
• Byline (although the actual byline itself is up for discussion).

Nice to have

• The company name is currently on a single line, making the logo long and narrow. I'd be interested in options to create less width and more height.
• New iconography to replace the man throwing the stone.
• The company byline (which is contained within the current logo) is "Marketing that goes the distance". I am comfortable with this byline although it is a little vague and long (and can get lost if the logo is reduced in size). It may be time for a new byline and I am open to discussions around this.
• I like the rich brown currently used in the branding and I would like to retain this colour, although I am open to the idea of introducing a secondary colour(s) to give the branding a bit more punch/lift. See the colours selected below.

Should not have

• The current iconography feels a bit dated and a little informal. It's also difficult to understand the rationale for the image relative to the name, and clients struggle to make the connection between the image and the fact we're a marketing consultancy.

---

Files

Download all files - 1.5 MB