Latro Bellum Corporation
Latro Bellum (roughly 'Mercenary Warfare' in Latin) is a start-up company providing marketing operations management solutions. Latro Bellum integrates, hosts and manages 3rd-party marketing automation solutions for B2B companies.
Marketing automation is to this decade what CRM was to the 90's. Automating marketing processes is all the rage right now. The theory is that one may now directly correlate one's marketing spend with sales realized. The fact is that the tools are complex, disjointed and difficult to maintain; they typically fall into disuse very quickly.
The company began several years ago as a strategic sales and marketing consultancy. We were (still are) 'hired guns' brought into companies to focus marketing efforts and close new sales. Hence the 'Mercenary Warfare' derivative in the name. Hey, the domain name was available... ;-)
We are building alliances with technology companies and closing contracts with clients to manage these solutions for them on an ongoing basis. While our services are very cost effective, particularly in terms of software and personnel savings, we will be influencing large budgets. While I have a sense of humor, this will be viewed by our clients as a serious investment.
This presents a challenge: we are fun-loving, we are in the marketing space (image), our prospects are under the gun and often desperate. We need a logo to match this.
Right now our target clients are emerging B2B companies with a complex sale and an average selling price (of THEIR solution) of > $25K. We typically call on the CEO, COO or VP of Sales.
These tend to be men between about 35 and 45 that often have MBAs in addition to technical degrees. In most instances they have been funded by VCs and attend monthly or quarterly board meetings where they are often 'beaten up' about revenue. There is a lot of pressure on them to reduce their marketing expenditures, increase sales and demonstrate a repeatable and scalable selling process.
Generally, they will be turned off by anything gimmicky. They tend to be serious, focused, stressed and often humorless (at least until you get to know them.)
It is very difficult for these companies to justify the expense of a full-time VP of Marketing. In Silicon Valley the burdened cost of a GOOD one is ~ $250K/year, and the first thing they do is hire companies like ours. For ~ the same cost we can provide essentially a complete marketing team (exclusive of creative) and a complete set of automation. We are entering an established market with a new solution.
Geographically speaking, it will be primarily in the Western US. However, tech centers anywhere are candidates. In fact, our latest client is in Denver, CO while we are in Silicon Valley.
As we mature we will move upstream to larger companies.
I believe there is elegance in simplicity. I'm looking for something creative, but not gimmicky. It should work on a PC, mobile device, business card or baseball cap.
I attached the front and back of our old business card (please don't laugh too hard, I did it myself...) I don't want to overly influence the design. But what I like about the logo are the colors and the oblique reference to warfare/Latin/etc.
Here are some logos I like:
I want something that makes us look established and credible. Yet I also want something modern, perhaps borderline edgy and maybe even with a hint of irreverence. While I like the burnt orange/blue-gray current colors I am open-minded. I would even consider using just the initials: LBC.
An elegant treatment of the initials with some graphic denoting the mercenary warfare theme could work.
Please, NO cartoons, animals, stock photos, clip art or cheesy fonts.