I'm a former CMO and Marketing VP with FamilyLife, Kodak, Apple, Disney and Frito-Lay now embarking upon a consulting venture with a decidedly different approach.
For every project, we will cast an experienced, Fortune 500 Brand Strategy Partner and then leverage crowdsourcing to deliver on the client's needs -- including logo design, film production, PR, social networking and more. Our approach to crowdsourcing will include an in-crowd of people we know and have worked with (possibly YOU!) and an out-crowd of people we find through sources like 99Designs -- with Marketing Catalyst partners acting as the quality filter.
As a result, we can deliver projects at different budget and quality levels, depending on the need.
Why 'Catalyst'? It's our intent to leave this world a better place and help our clients reach more people more effectively. If we can trigger a positive reaction in the organization (growth) and the clients themselves (character), then we can re-invest proceeds into causes that make a difference. The latter will be called 'Catalyst for Good', a fund we'll invest to trigger a positive reaction in the world. But that's another project.
VP Marketing and CEO of Mid-Sized Companies and Non-Profits who are looking for growth ... through new marketing strategy, new brand platform and new brand films. Generally $50M - $4B organizations. (Good portfolio material for you, should you win this project and future work!).
They want creative energy that can help spark an innovative approach to growth. And they want to work with people they can trust, who have been accountable for delivering growth in a variety of industries.
We are looking for a logo represent our marketing and branding company, Marketing Catalyst.
We want them to think: people we can trust, expertise, fresh approach.
We want them to feel: energy, innovation, creativity.
We would love to have the logo incorporate a spark or sense of movement. The main wordmark should be 'Catalyst'. 'Marketing' is just a smaller modifier. Additional considerations:
1. No Cartoons.
2. Nothing too elegant - not too serious, highbrow or expensive.
3. Typeface that's clear, simple. We want something that stands out. Century Gothic, Tahoma, Arial, Optima are favorites, so something in that class would feel right. Tend to like lower case letters.
Here are examples of what we are trying to avoid:
http://www.catalystspace.com/about/history (can't compete directly)
http://www.brandcatalyst.co.uk/ (can't compete directly)
http://www.brandcatmedia.com/ (can't compete directly)
We don't have any bias about colors, except to avoid looking like the competitors online and creating brand confusion.
The files we will require are:
Print file format - .ai (CMYK)
Web file format - .jpg and layered .psd (RGB)
Please do not use any stock images or clip art in the logo