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Aventine Partners provides marketing analytics services, and as such one of our core competencies is advanced statistical analysis. The name Aventine is from one of the seven hills of Rome. The hill features in a story about Romulus, who by climbing the hill was able to see omens in the flight of birds that foretold that he would become king of Rome. Aventine Partners equates to statistical and analytical skills and to being able to achieve practical success by discerning the future.
What We Need:
We have a logo we like a lot (see attached). However, we have no technical design skills, created this in part by manipulating pixels, and it is completely unusable if we try to scale it up.
At a minimum we need our logo cleaned up and executed well technically so it is sharper and more versatile.
We do recognize that a professional can probably do something more with this to make it more distinctive, and getting there would be very good. However, it is very unlikely that any big departures from what we have will work.
We need both blue-on-white and white-on-blue versions of the logo.
The principal applications of the logo are website (see www.aventinepartners.com), printed sales collateral, powerpoint presentations, and stationery. I'll attach current examples of the printed collateral and powerpoint.
I'll also attach a mockup of a business card using our current layout. You'll see here how we hit the wall on scaling up the logo (to 300 dpi), but this is a layout we like.
We sell to marketers (CMOs, VP/Dir of Marketing) at financial services and media (especially newspapers and magazine) companies. We bring sophisticated technical and statistical skills to help solve their problems, but we are also one of them -- marketers at heart that understand the softer side of their business and can relate to their needs and world.
The logo we have is very good for us. The basic shape is a normal distribution curve, which speaks to our statistical skills. It also evokes a hill -- the Aventine Hill in Rome. It also looks a bit like an "A".
We want clean and simple. This puts distinctive at risk, but better to keep to our positioning -- not flashy, dependable, but with a good aesthetic and design sense.
One inspiration for both our logo and the look and feel of our website and collateral is coudal.com.
The feeling of ink on paper also has influenced what we've tried to do with the logo and marketing materials. Good magazine design is where we want to go with our materials. It is engaging and substantive. Good ones (e.g., New Yorker or Vanity Fair) are able to insert some subtle design flair while maintaining an authority and timelessness. Print publishers are also a key target, so this type of design will resonate very well with them.
Key elements of the logo that should not change:
- The shape of the curve needs to be a normal distribution. It can widen or narrow, but it needs to be a normal curve.
- We want blue and white. We are very happy with the current blue, but modest changes for a purpose could work.
- We are very happy with the logotype font (Baramond). We like a serif font and our current styling for marketing materials uses Georgia for copy.
We've already bombed on trying to get this done with another designer who relentlessly tried to give this a "Web 2.0" feel because he was convinced that was what we needed. We don't need and don't want that. That's too slick for us, and will quickly be dated, if it isn't already. If we feel like the guys IT brings to the table, we will fail.
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