Ciaran Keating
07-10-2012, 11:49 PM
(Admin code added by Palmer - 80G72002V0963661L)
Project Summary:
What text should be included in the main part of the logo?
East Sydney Software
What type of product or service do you offer?
We are a software consulting company. We build custom business systems for large and small clients.
How long have you been in business?
Six years
What do you hope to accomplish with your new identity?
We’re rebranding the business with a new name. We are starting a new marketing campaign mainly targeting totally new prospects, although of course we’ll be targeting existing customers too.
When is the deadline for final entries before choosing a designer?
End of July 2012 would be nice.
Audience Profile:
Please describe your existing audience
Our current customers are mostly in the large corporate world. Usually we have a relationship with a person within a business unit who manages their relationship with us directly. That is, we have a fairly personal relationship with our customer and do not go through purchasing departments or other red tape.
Who would you like to add to your audience?
We’re particularly keen to acquire new customers in the IT sector – either independent IT firms who provide outsourced IT services to businesses, or in-house IT staff.
Perception/Tone/Guidelines:
What type of logo would you like?
We would like a logo that means something, even if it’s vague. So a customer could say “You know the guys with the xxx logo.” Definitely not some abstract shape, definitely not just the initials from our name. And most definitely not something cold and corporate.
Do you have any colors in mind for your logo? (if so, why?)
No – we’re wide open to suggestions.
Do you have any specific images or icons in mind that you would definitely like to see incorporated into your logo?
Nothing definite, but we do like one design idea that a friend suggested: A compass with the E for East and the S for Sydney, and maybe the Software part of the name slightly separated. A light nautical feel would be OK because the business owner is a sailor. But we’re not mandating this design or theme – be creative.
One thing, though: it should be possible to sketch the logo on a scrap of paper, otherwise it’s too complicated and not communicable.
Communication Strategy:
What attributes would you like your logo to reflect about your business?
A major part of our business personality is that we are personable and very easy to work with. We let the quality of our work and our support service speak for itself. That is, we don’t explicitly tell people how good we are, because everybody says that. Instead, we focus on making it easy for our customers to engage us.
What is your tagline or slogan?
At the moment we’re toying with a tagline of “Everything is possible”. Not committed to that, though, so we don’t want it embedded into the logo. The attitude behind it is this: our customers are often amazed that we can do stuff with computers that they hardly dared ask for. Another tagline we’re toying with is “You CAN afford custom software!” The idea behind this one is that our customers often assume that custom software will be too expensive, and so they don’t bother trying.
What is the overall message you are trying to convey to your target audience?
Their business will be better if they have custom software to automate some of their business processes. And it is possible. And affordable.
Where will your new logo be used?
Business cards, letterhead, web site, invoices, marketing postcards.
Competitive Positioning:
Who are your competitors and what do you think about their logos?
IBM: corporate and boring. Accenture: utterly meaningless. www.intergy.com.au (http://www.intergy.com.au/): not really a logo. www.cosource.com.au (http://www.cosource.com.au/): meaningless. www.ssw.com.au (http://www.ssw.com.au/): inoffensive. www.cnglobal.com.au (http://www.cnglobal.com.au/): meaningless and corporate. www.advantixtech.com.au (http://www.advantixtech.com.au/): too complicated.
Not competitors, but some logos that we like (or at least, we like some of the design principles): MySQL, MasterCard, London Underground, Mercedes Benz, Audi, Shell, 7-Eleven, Lego, Apple, Nike, Westpac, Adobe, Olympics.
What sets you apart from your competitors?
We’re warmly professional. Our customers don’t want rigid SLAs and tight contracts, they want someone who’ll solve their problems.
Project Summary:
What text should be included in the main part of the logo?
East Sydney Software
What type of product or service do you offer?
We are a software consulting company. We build custom business systems for large and small clients.
How long have you been in business?
Six years
What do you hope to accomplish with your new identity?
We’re rebranding the business with a new name. We are starting a new marketing campaign mainly targeting totally new prospects, although of course we’ll be targeting existing customers too.
When is the deadline for final entries before choosing a designer?
End of July 2012 would be nice.
Audience Profile:
Please describe your existing audience
Our current customers are mostly in the large corporate world. Usually we have a relationship with a person within a business unit who manages their relationship with us directly. That is, we have a fairly personal relationship with our customer and do not go through purchasing departments or other red tape.
Who would you like to add to your audience?
We’re particularly keen to acquire new customers in the IT sector – either independent IT firms who provide outsourced IT services to businesses, or in-house IT staff.
Perception/Tone/Guidelines:
What type of logo would you like?
We would like a logo that means something, even if it’s vague. So a customer could say “You know the guys with the xxx logo.” Definitely not some abstract shape, definitely not just the initials from our name. And most definitely not something cold and corporate.
Do you have any colors in mind for your logo? (if so, why?)
No – we’re wide open to suggestions.
Do you have any specific images or icons in mind that you would definitely like to see incorporated into your logo?
Nothing definite, but we do like one design idea that a friend suggested: A compass with the E for East and the S for Sydney, and maybe the Software part of the name slightly separated. A light nautical feel would be OK because the business owner is a sailor. But we’re not mandating this design or theme – be creative.
One thing, though: it should be possible to sketch the logo on a scrap of paper, otherwise it’s too complicated and not communicable.
Communication Strategy:
What attributes would you like your logo to reflect about your business?
A major part of our business personality is that we are personable and very easy to work with. We let the quality of our work and our support service speak for itself. That is, we don’t explicitly tell people how good we are, because everybody says that. Instead, we focus on making it easy for our customers to engage us.
What is your tagline or slogan?
At the moment we’re toying with a tagline of “Everything is possible”. Not committed to that, though, so we don’t want it embedded into the logo. The attitude behind it is this: our customers are often amazed that we can do stuff with computers that they hardly dared ask for. Another tagline we’re toying with is “You CAN afford custom software!” The idea behind this one is that our customers often assume that custom software will be too expensive, and so they don’t bother trying.
What is the overall message you are trying to convey to your target audience?
Their business will be better if they have custom software to automate some of their business processes. And it is possible. And affordable.
Where will your new logo be used?
Business cards, letterhead, web site, invoices, marketing postcards.
Competitive Positioning:
Who are your competitors and what do you think about their logos?
IBM: corporate and boring. Accenture: utterly meaningless. www.intergy.com.au (http://www.intergy.com.au/): not really a logo. www.cosource.com.au (http://www.cosource.com.au/): meaningless. www.ssw.com.au (http://www.ssw.com.au/): inoffensive. www.cnglobal.com.au (http://www.cnglobal.com.au/): meaningless and corporate. www.advantixtech.com.au (http://www.advantixtech.com.au/): too complicated.
Not competitors, but some logos that we like (or at least, we like some of the design principles): MySQL, MasterCard, London Underground, Mercedes Benz, Audi, Shell, 7-Eleven, Lego, Apple, Nike, Westpac, Adobe, Olympics.
What sets you apart from your competitors?
We’re warmly professional. Our customers don’t want rigid SLAs and tight contracts, they want someone who’ll solve their problems.