After getting several designs, I realize that although I created a branding/collateral/packaging explanation, I did not include the most critical piece of information in my brief - the value proposition.
Communicate this in a logo design:
Glen Jarvis Training & Consulting, LLC provides online training to computer programmers that specialize in on-demand cloud computing. The training consists of videos, quizzes, and hands-on-projects.
Use these guidelines on how to refine the above. Previously, I hadn't included the above and, thus, some of my examples about Capital Electric were taken too literally. I should have included the above first and didn't realize that wasn't communicated here until after reviewing several designs.
Branding, Collateral and Packaging
Branding and design is being outsourced to 99Designs.com through their Brand Identity Pack.
In an effort to best communicate our desired branding, we will use the The Brand Identity Prism model designed by Jean-Noel Kapferer. This model focuses on the Physique, Personality, Culture, Relationship, Reflection and Self Image aspects of brand design.
Logo - A strong sense of meaning
The logo should strongly communicate what our company does without needing written text. For example, a Capital Electric logo from the 1950s contains both the C and E from Capital Electric while, at the same time, communicating that this is an electric company with the negative white space shaped like an electrical plug. It is clear from the whitespace shape that this is an electrical company.
The primary emotions that we wish to communicate are dependability, strength, and trust. We additionally wish to communicate creativity, imagination and wisdom.
Our most active demographic is males from 25 to 34 years of age. However, we wish to equally appeal to the female demographic.
San Serif fonts such as Helvetica are desirable. However, the designers have full authority to communicate experiment to best communicate our primary emotions.
We are patient and supportive as we teach and nurture. Imagine the personality of a kind, strong grandfather who will always love and support you. This grandfather is a college professor who teaches advanced skills, believes in your potential and is deeply motivated to learn and teach new things.
We embody the character to always “do the right thing”, even if there are negative consequences for us to do so. We embody traits of these classic fictional characters:
Captain Jean-Luc Picard, Star Trek: The Next Generation (1987)
Horatio Hornblower, Stewart C. S. Forester's Horatio Hornblower novels
Sister Julienne, Call the Midwife (2012)
Our culture is structured around learning, teaching and growing.
We symbolize a supportive community around learning
Gabriella is a professional between 35 and 44 years of age. She is a software developer. She is excited about learning just for her own self edification but also needs to learn things for her work.
She does not have a difficult time learning online. However, she really wants to be able to skip material that she already knows and to fast forward easily. Before she pays for a course, she likes to get the sense of the quality of the material up front and to see how deep that material goes.
A successful and productive systems engineer who is confident and a leader in her field.
Final personal note:
I personally like 1950s retro logos and text. However, as this is a very model (very advanced internet training), these two concepts are starkly in contrast/conflicting. This is also a random idea thrown creatively in at the end and may not be helpful.