- Requirements -
---- Values -----
- Attractive to younger/mid-aged crowd.
- More masculine than feminine
----- Logo must be submitted in 2 formats ----
1. Rectangular format for business cards (and maybe website) with our slogan added to this format.
2. Square format for social media [icon and text adjusted to fit within a square].
Please display your logo idea in both formats.
An example would be Infographics Archive (https://twitter.com/Infographics4u). There is a rectangular logo with the slogan that goes on the top of websites (and presumably business cards). The square logo is designed without the slogan for a small Twitter logo to fit 19 characters in Inforgraphics Archive - a very long word. I have 16 characters in MBAPrepAdvantage so I have the same needs. Please note I am not suggesting to use their design, but rather consider the different layouts of pictogram (icon) and text for the two different usages (but do not be limited to only these layouts). Thank you.
---- Overall Logo Layout (Pictogram and icon)
You want the eye to notice the text before the eye notices the pictogram/icon so the challenge is to have the pictogram/icon represent something but not to dominate the text. This is even more difficult for the square logo where space is condensced.
---- Pictogram icon ----
- We like the idea of using an "earth globe" as the icon. However, we do not want globes that either have a
technology/web 2.0 feel (not a tech company) or look like they were made in the 1990’s. The globe icon needs to be classy and timeless. A good example is the COPYRIGHTED logo on shutterstock (http://www.shutterstock.com/pic-57969103/stock-vector-abstract-earth-globe-composition-vector-illustration.html).
- Steer clear of gradients or a heavy shine, as that tends to be associated with technology companies.
- If you use an abstract logo (whether an abstract icon, sketched icon, obscured or diminished icon, etc.) you are trying to accomplish 3 things: (1) to accentuate and not dominate the text (2) to be recognizable as a globe (because my business is global) (3) to be distinct but in a subtle way.
--- Fonts / Text -----
- Font for text must be contemporary, sophisticated, elegant, and clear [VERY easy to read]. See aboveexamples for inspiration text and style. To give you a guideline using Calibri for MBA and Calibri Light for the rest of the letters is an option (or fonts simlar or better).
- Font capitalization can be either SmallCaps – MBAPrepAdvantage or ALLCAPS – MBAPREPADVANTAGE (but I have generally preferred SmallCaps)
- Font thickness - if the font is too thick the long words become more difficult to read
- Font style - If everything is the same then it is hard to immediately discern the different elements of the name MBA Prep Advantage. But if everything is different the logo becomes too loud and muddied. So you are striving to subtly show distinction between the different elements.
- Text Layout must at a minimum group MBA together & Prep together and Advantage together. So options include:
1. All one group and level - MBAPrepAdvantage
2. Two groups and levels - MPAPrep (top line) & Advantage (bottom line) or MBA (top line) & PrepAdvantage (bottom line)
3. Three groups and levels - MBA (top line), Prep (middle line) & Advantage (bottom line)
After seeing the designs I think there is a way to incorporate the slogan into the square logo. You would have to have adequate spacing between the "earth globe" and the text so it fills a square but you would also want spacing between the company name "MBAPrepAdvantage" and slogan "Premier Admissions Consulting" to draw attention towards the text. I have included an attachment of a mockup to show the layout concept (note: the icon cannot be used, I wouldn't suggest that much of a shadow (if at all) and the color scheme of pure black would not go with the icon - but it gives a rough but not exact idea of spacing). I used a basic Microsoft font of Calibri for the MBA and Calibri Light for the rest of it (you could use something different but this font at least is readable and elegant).
--- Common Themes of Designs That Have Been Eliminated (Do Not Go In This Direction) ----
Designs too loud in terms of too many colors, clashing colors, too much
• Layouts with square or circle overall borders that confined things. Please no
designs that look like badges or medals on a uniform.
• Pictograms (Icons) that did not convey anything (had no meaning)
• Pictograms (Icons) that dominated the text (MBAPrepAdvantage) instead of
accentuating or complementing it. Some Pictograms (Icons) were too large, some
too intricate attracting attention away from the MBAPrepAdvantage).
• Pictograms (Icons) too simple, dated, techie or unsophisticated. Please no
vector globes from the 1990’s.
• Pictograms (Icons) that merely copied the dated icon on my website.
• Fonts (Text) that were too simple or dated or difficult to read. Per the
design brief the letters need to be simple and clear so no creative “A’s” in
• Rectangular logos in which MBAPrepAdvantage is not clearly one word (it needs
to be clearly one word) and Premier Admissions Consulting was not clearly three
words (it needs to be clearly three words).