LET ME TELL YOU ABOUT US:
Guardiant is the name of the service that needs a new logo.
Rationale behind the name: it evokes protection and the client feels the T humanizes and personalizes it for folks.
The Brands Positioning Statement:
To consumers who want to protect their most valued purchases, Guardiant is the solidly-backed extended service plan provider that you can trust to seamlessly protect you from the high cost of repair and replacement of your product, because we have provided peace of mind since 1993 to millions of consumers through ten of the nations leading manufacturers and retailers with extended service plan solutions that fit their needs and budgets.
Proof points/claims that support this positioning:
Millions of consumers served with ESP plans across top-name household brands.
In business nearly 20 years and industry leader
Industry leading service standards: well be there when you need us and we wont quit until your product is fixed 365/24/7 customer service; licensed professional repairs and servicing; all repairs should be completed within 5 days and that 90% of all repairs should be completed during the first trip to the customer site.
Customized solutions for just one or a whole household of products, our website will give you an instant tailored quote. AND the key product differentiator (unique to the industry today):
We want to protect your purchases, even if they were bought up to (5 years for consumer electronics, 15 years for appliances (the ONLY provider) to offer this level of protection and flexibility
HERE IS WHAT WE NEED:
A new logo that presents Guardiant as the trusted, accessible leader in the category.
This logo will be versioned out by type of offering down the road: e.g Guardiant Home Services Guardiant Auto, etc. So please keep this in mind for flexibility (but DO NOT create your logos with these additional words at this point).
Need logos as eps files for now (please render as RGB as these will be presented online). Once the winner is chosen, you will need to provide the following eps/vector artwork: RGB, CMYK, PMS, web.
OUR TARGET AUDIENCE IS:
Target Audience/Desired Perception:
Demographics skew somewhat older HHs with $50MM+ HH income in major urban/suburban markets. Seniors have a higher likelihood to purchase also. More definitive than demographics (but less actionable for targeting purposes) is mindset. Three key drivers fro ESP purchases:
1. Peace of mind. Consumers who truly value their purchases as investments
and need them to keep on working for a long time.
2. Value for money. Pro-insurance consumers who view financial protection as a way of extending the life of their purchases and therefore greater bang
for their buck.
3. Service and Convenience. Those consumers who cant do without the products and need to protect continued utility.
Customer Need: What is the desired perception of why a consumer would take this offer/buy this product? (Should be in the consumers voice)
Ive spent a lot of time and money to make this equipment purchase I need to know its going keep on working well beyond the manufacturers warranty. Im skeptical of the many web-based ESP offerings out there, I want to work with a company that has been around and is going to be there for me.
WE LIKE THESE EXAMPLES:
The client requests specifically that at least one idea you submit uses a blue and gold combination. Vibrant blue to convey strength, but use a muted gold to warm up the name. Note: this gold cannot be too muted, however, as it may wash out online. Also, not a metallic gold.
WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:
Please submit no more than 3 ideas. We only want to see your best ideas, not iterations of the same idea.
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