Design of identity, including logo and icons

Business name: Report Machine Product/service/brand name: Report Machine. An online tool for creating annual reports, aimed at prescribed associations (ie Victorian incorporated associations earning more than $200,000 per annum) and companies limited by guarantee (usually national nonprofits, associations and clubs). Key objectives: Create foundation identity for the brand. Brand key characteristics are 1. integrity/reliability 2. efficiency & efficacy 3. traditional/analogue work values Marketing objectives and target audience: • The target market will be organisational honorary secretaries and treasurers as well as secretariat or PR staff. • The target users will be committee members and secretariat or PR staff. • It is anticipated that most of the users and buyers will be in the baby boomer age bracket, although the brand needs to be accessible to Gen X and Y. The typical user will be female and the typical buyer, male. • The logo will be used in print and online, and elements of its style will be repeated or extended into custom Facebook designs and similar digital brand assets. • A nice-to-have would be a version that sits beside or with a QR code. Scope: Assets to be delivered: Black and white only 1 x Digital/RGB file for use online – high res 1 x Digital/RGB file for use online, including QR code (if this works) – high res 1 x Print-ready file – high res 1 x Print-ready file, including QR code (if this works) – high res 3 x web-ready thumbs/small files (appropriate for general use online) Not in scope: • Banners and ads (future project) • Website design elements (future project) • Trade show banners, portrait, 2m (future project) • Colour files – might use spot colour in future if brand gets extended? Not sure Uses: • Digital: web,email etc • Print: stationery, posters, promotional specials (eg stickers on drinking bottles for conventions/seminars) • If size of logo is applied to a large space/object, will seek advice and possible revision first