We are a new business, and have not had any previous creative or branding. We do not need this first iteration to be perfect - "good" will suffice.
TheWritingFaculty.com is a new site that provides online writing tutoring for kids. We hire great writers and writing instructors to work one-to-one with students in a live online classroom. Our goal is to give kids instruction that will help them become better communicators and develop a love of writing.
We will be targeting the high end of the tutoring market, and want our branding to reflect a high-end luxury look and feel.
Our primary clientele will be wealthy parents. We expect that 80%-90% of the time it will be the student’s mother who makes the purchasing decision. Some simple demographic/psychographic profiles would include:
- High and Ultra-High Income households
- Mothers, generally between the ages of 35 and 55
- College educated, with many having graduate degrees
To generalize on behaviors, the person making the purchasing decision is a wealthy mom who likely listens to NPR, may read the New Yorker or New York Times regularly, drives a luxury vehicle, and intends to send her children to an elite college or university. She may be involved with charities and other community organizations, and when it comes to her children she is willing to make any investment or sacrifice.
Many logos in the education and tutoring fields emphasize things like fun, energy, or achievement. For example, a common look involves a child-like figure reaching for a star. Others have cartoon like depictions of owls or other animals, and are clearly designed to appeal to children. In contrast, our logo should convey a sense of seriousness and sophistication. Families will be making big investments to have their children work with some of the best writing instructors in the world, and we want our branding to reflect that level of refinement.
Our colors should appeal to the female demographic described above. The majority of our marketing will be via online channels, thus the online version of our logo can utilize as many colors as necessary. However, we will require a two color version of the logo for use in printed communications.
The logo should incorporate the entire phrase “TheWritingFaculty.com”. It's also important that the logo distinguish between the components of the name: “The”, “Writing”, and “Faculty.com”. (ie: by capitalizing the first letter of each, using different colors for each segment, or some other creative treatment)
Size: We require the ability to make modifications in the future.
It is not necessary to include symbols or graphics. A creative and stylish presentation of just the name itself may suffice. If you do choose to use symbols or graphics, please avoid overused education/writing items (like pencils, owls, stars, upward arrows, etc.).
The logo should be usable on a web site, stationary and business cards. If any third party graphic elements or fonts were used, we would like to be notified prior to the completion of the contest with instructions on how to get the proper licensing. Preference will be given to entries where that are 100% original without the use of external creative assets.