• US$100

• 457 designs

• 101 designers

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Logo Design Brief

1. Introduction
We want to find a creative design partner to help refresh the entire brand identity of Corporate Advisor Group (CAG). CAG is a boutique advisory firm focusing on think investment banking and strategy consulting (see 2. Company Introduction). As the first step, we want to design a new logo and visual identity (theme) as the basis for implementation (see 3. Scope of Our Needs). In refreshing our brand identity, we want to ensure that it resonates with our clientele while boldly differentiating us from competitors which all have a similar bland brand identity (see 4. Brand Positioning). We have put together some initial thoughts (see 5. Initial Thoughts and Attachment) but are very much looking forward to collaborating with you to dust the cobwebs off our brand!

2. Company Introduction
Corporate Advisor Group (CAG) is a boutique business advisory company focusing on corporate finance, financial arrangements and strategy consulting services. CAG is a well-established company with 20+ years' legacy encompassing 400+ projects in 20 countries. CAG operates in Finland and its clientele consists predominantly of corporate boards and CxO-level decision-makers in the financial services industry (e.g. banks, insurance companies and investors), medium-sized companies and government organizations.

3. Scope of Our Needs
- Phase 1 (included in this project): Logo and overall brand identity (theme)
- Company logo
- Visual theme (illustration) to be leveraged in web pages, stationary, etc.
- Color scheme
- Phase 2 (excluded, 08-09/2017): Implement new brand identity
- Brand book/guide incl. use of logo, fonts, colors, and pictures/icons
- Web page design
- Stationary design
- MS PowerPoint and Word templates
- Business cards
- Phase 3 (excluded, on-demand): Further options on-demand basis
- Iconography incl. corporate icons and illustrations (library)
- Presentations incl. company introduction, services and white-papers
- Animations incl. services

4. Brand Positioning
- Our primary competitors are other corporate finance boutiques which have a similar (bland) brand identity with communications focus on services (typically mergers and acquisitions, capital market transactions and strategic advisory) and experience (typically listing references and team members).
- Our brand identity should naturally consider the clients' traditional selection criteria which boils down to trusting that our clients can base their critical decisions upon our advise (i.e. relationship, expertise, insight and experience).
- However, the our new brand identity should also reflect something more about our personality and beliefs. In addition to being experts in their field, our people are courageous, determined, innovative and good people whom you can trust.
- Moreover, we can to make a real difference for our clients whether it is about helping them internationalize operations, arrange financing to build a new factory, undertake acquisitions and/or safeguard (family) legacies from bankcruptcy.
- We want to work with leaders who make a difference!

5. Initial Thoughts
- Overall style guidelines
- More mature than youthful look
- More sophisticated than playful look
- More bold than vague look
- More luxurious than economical look due
- Likely more geometric than organic look
- Likely more abstract than literal look
- Likely more masculine than feminine look
- Equally classic or modern look could work
- Color scheme
- Limited range of different colors
- Must work well in MS PowerPoint (e.g. shades of grey + range of our colors)
- We want to 'own' a particular color i.e. client recognize our documents
- Other comments
- The logo should be easily recognizable
- The logo must work both in color as well as in black/white versions
- The visual identity should work well with illustrations and animations

Target Market(s)

CAG operates in Finland and its clientele consists predominantly of corporate boards and CxO-level decision-makers in the financial services industry (e.g. banks, insurance companies and investors), medium-sized companies and government organizations.

Industry/Entity Type

Business Consultant

Contact Information for Business Card

Front side data for example person
- Name: Heimo Hakamo
- Title: Managing Director
- Company Name: Corporate Advisor Group (or CAG)
- Address: Bulevardi 6C, 00120 Helsinki, Finland
- Mobile: +358 (0)400 976 100
- Fax: +358 (0)9 4764 6601
- Web: www.cag.fi
Backside can be (a) blank, (b) colored with select color scheme or (c) incorporate the overall visual theme (possibly logo or part of it)

Logo Text

Corporate Advisor Group

Number of Pages Required

1 page

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Logo styles of interest

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Font styles to use

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Colors

Designer to choose colors to be used in the design.

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Look and feel

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

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Requirements

Must have

• - Please send only one version of the design concept (vs. multiple colors)
• - Text 'Corporate Advisor Group' in some format (see attachment)
• - Sophisticated overall look that resonates with our customers
• - Investment banking
• - Strategy consulting
• - Preferably an illustration (see attachment)
• - Can be abstract, a character-based or something else
• - Easily identifiable, clear, harmonious and possibly (symmetric) look
• - Perhaps the illustration is made up of many smaller pictures
• - Fits our business (incl. investment banking and strategy consulting)
• - Resonates with words like trust, strong, insight, courageous, determination ...
• - Will form the core of visual identity used in web-pages and stationary

Nice to have

• - Color scheme
• - Limited range of different colors (avoid many primary colors)
• - Possibly play around with 2-4 different shades of grey, blue, purple ...
• - Harmonious and sophisticated overall look and feel

Should not have

• - Not a lion image as it is already used by our competition. Think owl, eagle, bull ... or something abstract such as a snowflake, diamond, fractal image ...
• - Large range of bright colors
• - Just letters 'CAG' scribbled together in some format
• - Please do not send several versions of the same design idea in different colors

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