Center of Excellence logo
a logo project by nd

Creative brief

LET ME TELL YOU ABOUT US:

The Center of Excellence (CoE) is a startup within a large, established organization that provides consulting and program management services to state and local governments, as well as the federal government, primarily in the areas of health and human services.

The Center of Excellence serves as a performance management center. Its mission is to partner with internal clients at the project level in order to better serve our external clients, the beneficiaries of government services. The purpose of the CoE is to optimize the solutions we develop and propose, and promote greater efficiency, performance, and quality in the services we deliver.

The Center of Excellence facilitates the utilization of enhanced business analytics, which provides the foundation for a numerate management culture. It assists projects in assessing and improving quality, service levels, effectiveness and costs. The CoE is committed to building cross-segment alliances, strengthening common infrastructures, further standardizing operating processes, creating opportunities to leverage best practices across projects, and supporting our managers in acquiring better performance data on which to base their decisions. By sharing strategic insights and identifying growth opportunities, the CoE is a catalyst for continuous process improvement and innovation.

HERE IS WHAT WE NEED:

Seeking a logo to use for our knowledge center / web portal, as well as print marketing collateral and other business communications materials.

OUR TARGET AUDIENCE IS:

Our audience is an internal one – all employees of the organization. We are seen as a trusted business partner, an advocate and a strategic advisor.

Demographics:
• Avg. Age: 37
• 15% 18-24, 34% 25-34, 24% 35-44, 17% 45-54, 10% 55+
• 72% Female, 28% Male
• 40% White, 31% Hispanic, 17% African American, 10% Asian, 2% Two or More Races
• 65% Hourly, 35% Salary
• 2% Officials, 18% Managers, 17% Professionals, 10% Technicians, 53% Office/Clerical

WE LIKE THESE DESIGNS:

Look & Feel:
professional, sophisticated, clean;
possibly incorporate an image of a compass

Emotions to evoke:
quality, innovation, best in class, fresh ideas

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

Our corporate font is Avenir – not a requirement, but the logo font should at least compliment the Avenir style.
Avoid crowded or busy.
Avoid pink or pastels.