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Page 1: Creative Brief - Logo and Marks Development · Creative Brief - Logo and Marks Development Page 2 04/14/2008 Specifications Logo must focus on capturing the elements of “business
Page 2: Creative Brief - Logo and Marks Development · Creative Brief - Logo and Marks Development Page 2 04/14/2008 Specifications Logo must focus on capturing the elements of “business

Creative Brief - Logo and Marks Development Page 1 04/14/2008

Creative Brief - Logo and Marks Development

Project Details

Date: August 6, 2007

Product Manager: Perri duGard Owens

Email: [email protected] Phone: 743-3066

Project name: Brand Strategy Blueprint – Logo and Marks Development

Design Lead: TBD Budget: TBD

Services Required: Graphic Design; logos for print, web and other applications

Project Overview

The Nashville Area Chamber of Commerce is concluding its rebranding initiative. As part of this effort, new marks must be developed. A new logo design should capture the energy and re-focused purpose of the Chamber brand.

New Brand Promise

Nashville is a thriving city filled with risk-takers. Positive energy and camaraderie fuel the spirit of the region. Every day, people find new ways to take advantage of opportunities offered, to create something from nothing, to make their mark, to realize their dreams.

At the center of this spirit is the Nashville Area Chamber of Commerce where you:

belong, collaborating with others, energized by a common drive and passion;

engage, sharing a vision for the future and sharing the collective influence to make it happen;

lead, impacting our region, transforming our future, and

prosper, realizing opportunities that grow your business and enrich our communities.

Page 3: Creative Brief - Logo and Marks Development · Creative Brief - Logo and Marks Development Page 2 04/14/2008 Specifications Logo must focus on capturing the elements of “business

Creative Brief - Logo and Marks Development Page 2 04/14/2008

Specifications

Logo must focus on capturing the elements of “business and industry” and include a graphic element that references “music” as Nashville’s differentiator.

“Nashville” must be the dominant word.

“Area Chamber of Commerce” must be included.

The words, BELONG ENGAGE LEAD PROSPER – must be included as tag line.

Graphic Design Notes

The color pallet should be vibrant. Hot pinks, lime greens, bright blues would be examples of possible color choices. You will find the color pallet for this project attached, listing preferred PMS colors. Designing with or around these is acceptable. The look and feel of the mark should be high energy. This is not your same old Chamber. The Chamber is at the center of all things Nashville and takes a prominent, leadership role in helping shape the future of our growing and prosperous city.

This logo should be designed for many and varied applications, from letterhead to logo’d golf shirts.

It should represent the Nashville business community and be easily understood by those businesses from other markets who are looking to relocate to Nashville.

BELONG ENGAGE LEAD and PROSPER will be pulled out and highlighted based on messaging. For example, the Membership Materials might utilize a logo version with the word BELONG highlighted.

Timeline

Project Assignment: Monday, August 6

First Drafts Thursday, August 9

Revisions: Monday, August 13

Final Design: Wednesday, August 15

Page 4: Creative Brief - Logo and Marks Development · Creative Brief - Logo and Marks Development Page 2 04/14/2008 Specifications Logo must focus on capturing the elements of “business

Nashville chamber unveils new logo, brand and mission statement

By Richard Lawson

10-09-2007 6:34 PM — The Nashville Area Chamber of Commerce today unveiled a new logo and branding campaign along with a new mission statement at its quarterly meeting. As you'd expect with an organization with the task of promoting business, the event was quite a rah rah one. It included a PaintJam session by Houston artist Dan Dunn, who, to classic rock music and a little disco, slapped paint to a large black board and in a matter of minutes painted Nashville's skyline with the new chamber logo. Darrell Freeman, the chamber's chairman, and Ralph Schulz, the chamber's president and chief executive officer, both dressed alike, enthusiastically explained the new mission statement and branding campaign, which includes the tagline "belong, engage, lead, prosper," words that Freeman and Schulz roused the crowded room at the Downtown Hilton Nashville to repeat several times. The new mission statement: "We facilitate community leadership to create economic prosperity." The meeting had the feel of one of those leadership seminars with the effervescent speakers pumping the crowd up with can-do motivational words. Obviously, its aim was to whip the membership into continued support for what Freeman described as a reinvigorated chamber by encouraging greater involvement. For years, the chamber's membership has been stagnate or declining. Schulz, however, touted the chamber's 27-percent growth in membership over the past year. The chamber also highlighted the retention rate of 87 percent, a six-percent increase over the previous year. The quarterly meeting followed another celebratory event, the annual meeting of chamber affiliate Partnership 2010, which assists 10 counties in Middle Tennessee with economic development. There, Jack Bovender, president and CEO of HCA as well as co-chairman of the partnership, noted that the organization exceeded all its objectives for July 1, 2006 to June 30, 2007 in job growth, unemployment, population growth, increase in income per capita, recruiting new employers and expansion of small and existing business. According to Partnership 2010, net employment grew by 19,386 jobs. The goal was 11,500. Meanwhile, Dell announced it was cutting 250 jobs from its Nashville operations today. Unemployment was 4.2 percent for the year, hitting the goal of staying under 5 percent. Population grew by 33,602. The goal was 31,752. Income per capita increased by $1,842, exceeding the goal of $1,353. The region attracted 43 new employers, exceeding the goal of 30. And, the 34 companies in the region announced expansions or are in the process of expanding. The goal was 30.

New Nashville chamber logo

Page 1 of 2Nashville chamber unveils new logo, brand and mission statement | Growth | NashvillePost.com: Nashvi...

2/21/2008http://www.nashvillepost.com/news/2007/10/9/nashville_chamber_unveils_new_logo_brand_and_missio...

Page 5: Creative Brief - Logo and Marks Development · Creative Brief - Logo and Marks Development Page 2 04/14/2008 Specifications Logo must focus on capturing the elements of “business

To close out the quarterly meeting, Dunn painted the face of the Statue of Liberty in about two and half minutes. That painting will be auctioned off with the proceeds going to Alignment Nashville, a youth-supportorganization working with public schools.

© 2007 NashvillePost.com | Powered by Sitemason

Chamber WeblinkMembership and Event Management Software for Chamber of Commerce www.chamberweblink.com

New 24-hour Fitness ClubLocated downtown Nashville Anything but your typical gym! www.goPerformanceandFitness.com

Page 2 of 2Nashville chamber unveils new logo, brand and mission statement | Growth | NashvillePost.com: Nashvi...

2/21/2008http://www.nashvillepost.com/news/2007/10/9/nashville_chamber_unveils_new_logo_brand_and_missio...

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