We are changing the company name from Schlesinger Associates to Schlesinger Group.
Schlesinger Group is our umbrella brand in the US. We have other brands in the US and in the EU which carry the icon and design style but not the same company name for example in the UK - The Company is called The Research House, A Schlesinger Company. Therefore, we cannot have an icon with contains initials such as SG. Neither can the icon be too integrated with the text of the company name. Once the umbrella logo is designed we will use the icon and font for all the the other brand logos.
The company has been around for 50 years. We want to be seen as modern but not give the impression we are a start-up. We are industry leaders in our field.
Previous icon is highly recognized by our audiences. But it is ambiguous and does not convey added value.
We want to keep the green but we might consider having some bright blue (no more than 40% ratio) instead of the grey and orange. - See attachment of some color palate ideas but can experiment with color options in round 2
Concepts/Values that might work in ico design
Innovation / Forward thinking
Nothing too abstract - good if the icon can add some meaning
We played around with some partnership ideas - downloading logos from image libraries - see attached PPT these are OK but not that compelling.