fadra44
09-01-2005, 09:22 AM
Admin code added by Abby - (0A816518HV498021D)
This probably won't be the most creatively challenging contest but we need a logo for a small mortgage company looking for a professional image that can grow with them. See details below.
Logo Creative Brief Worksheet
Project Summary:
What text should be included in the main part of the logo?
Initials - FMS
Company name - First Mortgage Source
Logo with an without tagline – America’s First Source for Mortgages
What type of product or service do you offer?
Residential mortgages
How long have you been in business?
Since 1998
What do you hope to accomplish with your new identity?
New company name and logo; the goal is a rebranding that will won’t alienate previous and current customers but will establish the company as a stronger force in the mortgage market
What are your long term goals?
To grow the business to become the primary resource for credit challenged borrowers
Audience Profile:
Please describe your existing audience.
The audience is wide. The company works as a preferred lender for several builders and also specializes in helping homebuyers with credit challenges. The typical borrower is fairly low-tech and generally works in the service industry. There is also a large number of minority clients.
Who would you like to add to your audience?
The goal would be to attract potential homebuyers especially those that may not realize they can qualify for a home while conveying a professional image,
Perception/Tone/Guidelines:
What type of logo would you like?
The logo should be a design that highlights the company name and the acronym and incorporates an image that relates to the mortgage industry.
Do you have any colors in mind for your logo? (if so, why?)
The current logo for the company is blue on white. So we may want to keep the same color scheme so as not to confuse our current customers during the transition but we are definitely open. However, these should be conservative colors (deep purple, blue or green)
Do you have any specific images or icons in mind that you would definitely like to see incorporated into your logo?
Some sort of image of a house or anything else that strongly associates the company with residential mortgages. I prefer not to use dollar signs. Again, I’m open to creative ideas.
Communication Strategy:
What attributes would you like your logo to reflect about your business?
The logo should reflect a professional company that is well-established and in business for the long haul (this business sees a lot of fly-by-night operations).
What is your tagline or slogan?
America’s First Source for Mortgages
What is the overall message you are trying to convey to your target audience?
Our company can help all types of borrowers and should be the starting point in the search for home financing.
Where will your new logo be used?
Website and business cards (and potentially other promotional materials)
Competitive Positioning:
Who are your competitors and what do you think about their logos?
Many of the competitors logos are simplistic and cheaply designed. We understand the value of a professional logo can create an image that conveys professionalism and longevity in the business.
List competitive URLs if possible
http://www.ctxmort.com/
http://www.national-mortgage.net/
http://www.fmlending.com/
http://www.cimginc.com/welcome.php
http://www.charterfunding.com/
What sets you apart from your competitors?
Being able to find loan products that other companies can’t find to help credit challenged borrowers get financing for a new home. Also, ensuring that someone is always available to help them and serving as a financial counselor.
This probably won't be the most creatively challenging contest but we need a logo for a small mortgage company looking for a professional image that can grow with them. See details below.
Logo Creative Brief Worksheet
Project Summary:
What text should be included in the main part of the logo?
Initials - FMS
Company name - First Mortgage Source
Logo with an without tagline – America’s First Source for Mortgages
What type of product or service do you offer?
Residential mortgages
How long have you been in business?
Since 1998
What do you hope to accomplish with your new identity?
New company name and logo; the goal is a rebranding that will won’t alienate previous and current customers but will establish the company as a stronger force in the mortgage market
What are your long term goals?
To grow the business to become the primary resource for credit challenged borrowers
Audience Profile:
Please describe your existing audience.
The audience is wide. The company works as a preferred lender for several builders and also specializes in helping homebuyers with credit challenges. The typical borrower is fairly low-tech and generally works in the service industry. There is also a large number of minority clients.
Who would you like to add to your audience?
The goal would be to attract potential homebuyers especially those that may not realize they can qualify for a home while conveying a professional image,
Perception/Tone/Guidelines:
What type of logo would you like?
The logo should be a design that highlights the company name and the acronym and incorporates an image that relates to the mortgage industry.
Do you have any colors in mind for your logo? (if so, why?)
The current logo for the company is blue on white. So we may want to keep the same color scheme so as not to confuse our current customers during the transition but we are definitely open. However, these should be conservative colors (deep purple, blue or green)
Do you have any specific images or icons in mind that you would definitely like to see incorporated into your logo?
Some sort of image of a house or anything else that strongly associates the company with residential mortgages. I prefer not to use dollar signs. Again, I’m open to creative ideas.
Communication Strategy:
What attributes would you like your logo to reflect about your business?
The logo should reflect a professional company that is well-established and in business for the long haul (this business sees a lot of fly-by-night operations).
What is your tagline or slogan?
America’s First Source for Mortgages
What is the overall message you are trying to convey to your target audience?
Our company can help all types of borrowers and should be the starting point in the search for home financing.
Where will your new logo be used?
Website and business cards (and potentially other promotional materials)
Competitive Positioning:
Who are your competitors and what do you think about their logos?
Many of the competitors logos are simplistic and cheaply designed. We understand the value of a professional logo can create an image that conveys professionalism and longevity in the business.
List competitive URLs if possible
http://www.ctxmort.com/
http://www.national-mortgage.net/
http://www.fmlending.com/
http://www.cimginc.com/welcome.php
http://www.charterfunding.com/
What sets you apart from your competitors?
Being able to find loan products that other companies can’t find to help credit challenged borrowers get financing for a new home. Also, ensuring that someone is always available to help them and serving as a financial counselor.