We know we are not creative designers and that is why we are depending on you. Be creative. The target market is 20 to 35 year olds. Creative, clean, simple and most important memorable is what we are after. The logo should appeal equally to both men and women.
Remember we are creative artist and our medium of expression is numbers. We look for patterns and signals in the noise of data. Our data provides insights that businesses have never seen before. Our outputs often change businesses and end up as framed boardroom wall art on a good day or really cool refrigerator art in the lunch room on a bad day. Yes statistics really is fun if you know what you are looking at. This is a high growth industry.
Our logo should pass the 2 second rule. If given to some to look at for 2 seconds and take the logo away, can the person redraw it and describe it. It must pass the sewn on test. Has to look good on a shirt. So memorable, clean, simple, yet speaks to the creative side of what we do. Lastly it must look good as an overlay on a graphic (ie our data outputs), overlays on photos as on a website, on a shirt, on a white background and on a dark background.
Note there are 4 founders – so the 4 in foreshadow. Foreshadow can have scary dark connotations. We see the future full of opportunities and insights. Bright! 4Shadow will be one of many service offerings so will be consistent as we branch out into 4Shadow Consulting, 4Shadow………. So the 4Shadow has to be memorable. In time only the 4 will stick in peoples heads like Apple or Lucent. Think that way.
The logo should be able to be broken up into individual elements. The 4 should be able to stand by itself. 4Shadow by itself. 4Shadow Analtyix by itself. The reason for the 4 is there are 4 founders. The reason for foreshadow is we provide predictive insights. So replace with fore with 4 is how we got to 4Shadow. Analytics had its "ics" at the end with an "x" to look more modern to appeal to the young. The logo should portray a younger image to the world.
We are rebooting and rebranding our old company. Advances in big data have reshaped what we can do with data. We consider ourselves data and process artist, not math stats people. We are highly creative. Not the typical consultants. We are cutting edge of the Big Data Visualization Movement. We are storytellers. Every piece of data has a story to tell.