We have examined our category and the common codes are black and white, bold and simple, with a bold icon (see our mood board for examples). Our logo should be primarily black and white to follow our category cues and also communicate professionalism and timeless sophistication. We would like to explore the diamond as our icon, as it represents clarity and our goal is for Military spouses to sparkle as brightly as diamonds.
We are also open to hands as an alternative icon, as empowerment is generally communicated through hands by other organizations. We also wish to experiment with a splash of red in the logo as an accent color, as this helps further communicate our passion for what we do.
We will reject any kitsch or camouflage designs. We also do not want any red diamonds as these have been used to communicate “blood diamonds” in communications.
Our logo and branding should reflect our distinctivity. We desire a modern, chic, almost hipster feel for our education. When visiting our website, want our customers to feel a warm, welcoming environment that is stylish and custom-designed for them – the logo sets the scene for this.
The design must be versatile to work across all mediums (online, social, print etc). It should also be reversible to work on black/white backgrounds. We would also require a recommendation on the complimentary font to be used in communications to ensure consistency with the logo.