The brand needs to demonstrate forward out-of-the-box thinking ... there should be nothing ordinary about the feel of the logo and how it would look in a business card layout.
How we do business in today's market place is only limited by our individual and collective imagination ... so my brand needs to demostrate Imagination and Multiple Dimensional. I would like to see Highlights and Shadows used as well as Size Variations with in the logo.
Tilt things - try different shapes - angles & curves ... I want people looking at to go .. Wow, I wouldn't have thought to do that! It also needs to look clean, cutting edge and professional ... BUT more importantly it can't be too corporate as I'm all about Making Business Personal! Don't be affraid to through in FUN elements.
Colors: I prefer Earth Tones ... burnt orange, sage greens, steal blues, browns, greys, autum reds.
Files: Need artwork in Photoshop file format as well as high res. .JPEG
When you look at the brand it should fall between these bookend of branding that I feel would respresent my company best:
Professional - Personal/Casual
Accomplished/Wise - Fun
Experienced - Forward Thinking & Hip/Savy
Demanding - Open Minded
Realistic - Versatile/Flexible
Elite - Collaborative
Out of the box - Down to Earth
High Energy - Focused
Contemporary - Timeless
Leader - Implementor
Wow Me - Bonus$ Available.