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Cool, yet classical logo - can you help?

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This customer received 280 logo designs from 88 designers. They chose this logo design from Halfull Media as the winning design.

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  • Budget A$400
  • Number of designs 280 designs
  • Number of designers 88 designers
Logo Design Brief

We run a boutique management consulting firm that assists clients with issues like strategy, innovation and marketing to name just a few. Our advice is cutting edge, often taking companies where they haven't been before which entails significant risk on their part.

As such our logo needs to combine leading edge with trust. We currently have a logo which works especially well on our embossed business cards, but when limited to 2 dimensions seems to fall short. It is now ready to be reinvented. Please see our website to get a feel for us and what we do - as well as our current logo. www.rapidimpact.com.au

We compete against such firms as McKinsey & Co, BCG, Monitor Group and a host of other consulting firms. They are all much bigger than we are but they address similar issues for similar clients. We don't want to copy them but they are an important point of reference as the "industry standards".

We require the end product to be provided in EPS, PDF and JPG formats, and it various sizes (to be provided later). It will also be required colour reversed.

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Updates

Update 1:

All, thanks for your designs so far. From what I've seen so far I've learned a couple of things:
  1. Light colours won't work - they look too much like consumer product logos to me. Colours like Royal Blue, Dark Green and Grey all seem to work, but, for example light blue isn't.
  2. Most of the designs I've seen so far have tried to go too far I think. Please remember we are in a conservative profession so the challenge is to use the design to make a subtle statement. We want to go on the next part of our journey more than to have a radical change of path
Thanks,
Bill

Added Monday, July 25, 2011

To All Designers who have given their time, energy and talent to this project,


THANK YOU !!!!

Once again, I have had some absolutely amazing responses - in fact more than 260!

While, as always there can only be 1 winner - which in fairness I'm holding back on finally deciding until midnight on the West Coast of the US - there have been so many fantastic responses. 

I have given feedback to every designer who participated - which I hope has been helpful, however wanted to share with you all what the characteristics of the designs in the short list of 3 were.

I think this was a very tough assignment because I was asking for something creative and eye-catching yet still being very conservative, which is in keeping with the industry in which I work. I also needed to be careful not to alienate my existing clients, so as I mentioned it couldn't be radical change. I think this is significantly harder than a brief in which everything is on the table.  Although I did seriously consider a few designs that contained visual devices, I always felt, per the brief, that the winner would work just with the words.

The final 3 were all based on reasonably conservative fonts, but used in creative, yet understated ways. In the end, it was texture and depth that won out over more creative fonts and colours.

So thanks once again to all concerned. I hope you'll all keep an eye out for our next project which will be posted within the next week or so for one of our other ventures. Look for the words "Cool logo" at the start of the title. This one will have more latitude for overt creativity by the way!

All the best,
Bill

Added Friday, August 05, 2011

Target Market(s)

CEOs, Senior executives, Board members etc - generally quite conservative and risk averse

Industry/Entity Type

Marketing

Logo Text

Rapid Impact

Logo styles of interest
Wordmark Logo

Word or name based logo (text only)

Look and feel

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

Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
  • It must have understated style. It should be stylish and stand out yet remain conservative and approachable for our clients who are CEO's, Divisional Heads, Boards and other Senior Executives.

    It should be a logical progression from our current logo. If the change is to be a big one then you should make the transition path clear. Given that we want to keep the business cards we have it must be sympathetic to its predecessor.

    It needs to be both inspiring and edgy, yet also must inspire confidence amongst a pretty conservative client bunch.

    Must look good on letterhead, email, invoices, cards, and in the top corner of powerpoint slides.
Nice to have
  • Style, finesse and understated elegance. The logo equivalent of "the new black". Armani, Kenzo, Mercedes, Porsche and Mont Blanc are examples of logos that are sympathetic.
Should not have
  • If the logo could be described as "cute" or "gimmiky" it is not for us. Please, no visual metaphors for "impact" or "speed". If it would look at home in a supermarket it isn't right either.

    Given our target market, innovation is good, but novelty is not.
Payments
1st place
A$360
Participation payments x 2
A$20
Total
A$400
Project Deadline
04 Aug 2011 11:33:14 UTC
Language
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