GiftOfCollege.com Logo

Design an friendly and inviting logo that will be the center piece of a web site that helps parents save for college.

Please read brief

Tagline:
Please read brief

Desired Color Scheme:
Please read brief

Desired Style:
Please read brief

Accepted File Formats:
PSD, AI, EPS, JPG

Company Background
In the United States, there are tax deferred saving accounts for saving money for college (called 529 accounts).  Generally, a parent starts the account and contributes money to the account periodically.  The money grows and earns interest tax free.  Additionally, grandparents and well meaning friends will sometimes donate money towards these college savings accounts. GiftOfCollege is a vehicle for enabling grandparents and well meaning friends to donate money directly into a child’s college savings account.  It also provides parents with the opportunity to promote their child’s education and save for college within the community of GiftOfCollege.com.

Text to be included in the main part of the logo
GiftOfCollege.com

Type of product or service offered
Service that helps parents save for their child’s education

What we hope to accomplish with our new identity
Something friendly, inviting the customer into the experience that is GiftOfCollege.com

Long term goals
To build a social community based around saving for a college education

Audience Profile
Target Market- Mothers 20-37 years old who are leaders of their peers and set trends

Perception/Tone/Guidelines (updated section)
- Neutrals
- Muted/soft color pallets greens/beige/gold/teals

Communication Strategy
Our tagline or slogan: little today. Big Tomorrow.
Notice the use of lower case and upper case.
Where logo will be used: Everywhere. Web, printing, etc.

Competitive Positioning
Market competitors:Individual mutual fund companies like Fidelity and Vangard are potential competitors.  However, we don’t know of any other company that offers this service across mutual fund companies.What sets you apart from your competitors?
Social networking tied to money. Targeted Message

Single phrase that describes company
Saving for and marketing a child’s education to family and friends.

UPDATES TO DESIGN BRIEF FROM GIFT OF COLLEGE:

Demographic:
- 20 to 30 something women (68% of all women are either the primary financial decision maker or equal partner in the decision)
- Children in the household, under the age of 10
- Middle to upper income $50K+
- High school grad, with a college degree or at least some college

Behavior/Attitudinal:
- Have identified that they want their child to go to college (78% of all parents)
- Internet savvy and see it as a part of their everyday life for shopping, research, education, etc. Believe it is safe.
- Currently investing for retirement
- Influencers of family and friends, tend to lead in other areas of life
- Believe it is their responsibility to pay for the majority of their children’s college – willing to make sacrifices to do so

Colors:
- Neutrals
- Muted/soft color pallets greens/beige/gold/teals

Type of look:
- Approachable and safe
- Must have the feel of a "caregiver", warm/cuddly/caring – therefore as a "caregiver" must have a feel of warm but also serious/expert

Images that will be used on website not necessarily in logo:
- Family images, children (keep at 10 and under)
- Things that spark images of future (artistic, musical, education, etc) – kids in "dress – up"
- Hopeful couples
- Young families
- Potentially it may be interesting to be illustrative, rather than actual photos…so that the family’s can create their own "home pages" like igoogle, that fits their lifestyle/needs and personal tastes