Strategic Re-branding Of A 25 Year Old Not-for-profit Needs A New Logo And Communications Platform

LET ME TELL YOU ABOUT US:

CAFE, or the Canadian Association of Family Enterprise, is a member driven national association that is passionately committed to assisting families in business and supporting their pivotal contribution to the economy of Canada. Through a combination of peer support groups, targeted programming, and centres in leading educational institutions, CAFE helps business families and their professional advisors understand and navigate the challenges and opportunities inherent with working in, owning, or being involved with a family business. The association reaches across Canada through its network of Chapters from Vancouver Island to Halifax, Nova Scotia. The association is 25 years old and is building a re-branding strategy to update what it does, how it does it, and how it looks. The logo/letterhead will be a critical aspect of this plan.

HERE IS WHAT WE NEED:

The logo will be our primary weapon in the re-branding effort creating instant awareness and recognition for who we are and what we do. It will be used in all marketing, website, programming, publication, communications, and signage materials. The logo can either use the "CAFE" acronym or not - what we want is for people to identify the logo with CAFE and immediately recognize the mark. So it may be that the image and the "CAFE" acronym are contained in the initial combination, and then the "CAFE" aspect will be pulled away over time as we ingrain the brand identity. Therefore, the logo/image needs to be able stand on its own.

OUR TARGET AUDIENCE IS:

Family business founders and successors, professionals (accountants, lawyers, mediators, management consultants) who advise family businesses, and anyone in the family business community looking for resources to help or understand this unique business culture.

WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:

Ignore the colour and logo we now have - start with a blank sheet. No constraints.

Please use the following name and address for letterhead design:

CAFE Canada

465 Morden Road, Suite 112

Oakville, ON L6K 3W6

Toll free: 1-866-849-0099

Fax: 905-337-0572

www.cafecanada.ca