Corporate Identity (CI) development for
“Left Brain: Right Brain Solutions”

1. Summary of required work
For a newly founded business consulting company:
Design of corporate identity including:
Logo
Letterhead
Business Cards
Note card (1/3 A4 99 x 210)
Email signature

2. Background
Market need
Organisations need to constantly change to address the developing needs of their customers, react and stay ahead of competition, to grasp new market opportunities and improve effectiveness. However a majority of change processes fail or are counterproductive due to internal employee resistance to change. Managing change proactively is thus a critical success factor for business leadership
Business idea
A consulting company that helps it’s clients to successfully implement change Our experience shows that successful change cannot be imposed on an organization. Our solutions ensure that: (a) senior management develops and communicates a clear and inspiring vision, (b) the entire change process harnesses and interweaves the creativity and knowhow that already exists within the organization (c)a roadmap is defined that addresses the needs of all stakeholders (d)milestones are visibly celebrated and (e)change is anchored in the organization’s culture
Our personal and professional backgrounds allow us to address the needs of complex matrix, distributed and international organizations
The unique combination of experience and skills in our team allows us to design and implement interventions which address both the strategic and the human sides of change.


3. Target market
Our target market is business decision makers within large and medium sized companies. Mostly these will be from commercial businesses, but we will also be addressing the public sector (government owned organizations). We have a specific focus on corporations operating internationally. Typical contacts will be:
CEOs or owners of medium sized companies
Department heads of larger companies (e.g. sales, marketing, finance and operations directors)
Human resource directors and staff
Middle management (process owners, team leaders etc.)
We have no specific industry focus. Past clients of the founders have included Automotive, Computer, Finance, and Public Service companies.

4. Company name & logo
The business approach addresses the strategic and human sides of change, or in other words the logical (left brain) and emotional (right brain) elements. Our name will therefore be:
Left Brain : Right Brain Solutions
Or without capitalisation:
left brain : right brain solutions

The logo should be based on a graphical representation of both sides of a brain, with the left side showing logic, numbers, processes etc., while the right side depicts emotions, feelings, creativity and human relationships. The logo needs to be usable in a form with and without the text of the company name (see above) and scalable for use on web-pages, visiting cards and letterheads. We have no fixed ideas about colour or typefaces, but these need to be easily replicable. It may be appropriate to have the right brain green (the colour depicting creativity) but this is not a must.

5. Thoughts on “look and feel”
Modern and innovative, a unique approach that is different to other business consulting organisations
Human, and cares about relationships and peoples’ feelings
Strategic and results driven
International and understands cultural differences
Professional, serious, high quality
Senior and experienced, trustworthy
Hands on, we work closely and intimately with our customers to implement our solutions

6. Notes on detailed requirements
Use only standard, royalty free, typefaces
Graphics should be reproducible using standard rgb and cmyk printing processes
All copyright must be assigned to the to us , to reproduce, adapt and change in the future as we wish and without additional cost.
If low-cost stock photos or graphics are used, please ensure we agree to the licences costs, and secure long term usage rights.