• US$200

• 153 designs

• 66 designers

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Logo Design Brief

Homefrontally is a professional services company that specializes in supporting and expanding the capacity of local and regional governments and nonprofits to create, fund, or incubate affordable housing in their districts. Officially, we offer contracted personnel to manage operations, marketing, systems, processes, program design and administration, and integration of technology solutions into the organization. But our true value comes from our resource gathering, knowledge sharing, and community building.

Meaning of the company name:
Homefront: Unified action by everyday citizens in response to a societal crisis. The domestic frontline of a crisis.
Ally: a friend or supporter in a shared mission.
-ally: adverb suffix, indicating the manner with which we will address the housing crisis (as a united homefront)

Scope of Work:
- Primary logo in full color
- Black and white logo
- Light logo for colored/dark backgrounds
- Separate files of any icon/emblem in the logo and the text
- Editable files of all logos.
- Digital and print ready versions of all logos
- Business card design
Brand Values:
- Systemic
- Substantive
- Fresh (perspective, attitude, tools, path to success)
Brand Personality:
- Polished, professional
- Reliable, Unexpectedly/surprisingly helpful
- Adaptable
- Productive
- Smart, thoughtful, thorough
- Curious
- Invested (in the project, the client, and the future resident of the housing)
Thoughts on Visual Needs:
- Governments are naturally risk-averse when hiring new contractors and will feel most comfortable with corporate professionalism that more closely matches their expectations
- However, it is important that the logo conveys the values and personality of the brand, including that we are not like the other contractors. We provide better service with depth, commitment, and a fresh perspective on their traditional way of operating.
- Should not look like it could be any other consulting or professional services business. We do not want to blend in with the other lawyers, accountants, and management consultants.
- While the name intentionally references military service (“homefront”), designs should, AT MOST, subtly refer to any American iconography. Most likely we select a design that does not incorporate any military-influenced design, but if you can make something works that includes this and meets all the other requirements, it would be strongly considered.
- Name can be rendered as HomefrontAlly or Homefrontally or any other typological choices to highlight the different components of the name.
- We are leaning towards blue as a primary color in the logo to meet the expectations of government clients, but like color and are interested in seeing more daring applications of blue shades and secondary colors to showcase the brand personality and differentiators.
- We plan to expand the brand identity to 5-6 colors, using the logo colors as the primary colors. Some indication of the directions those colors could take based on the submitted logo design would be helpful in selecting a winner.
- Generally, we are fans of golden yellows, red-oranges, and teal-turquoise-peacock blues. Sienna brown and brick reds have also caught our eye while researching brand colors. The bulk of our work is done in Southern California, and colors that subtly reference that environment and the traditional architectural styles found there are welcomed.
- We do not directly build, fund, sell, or own housing. We are open to including visuals that reference affordable housing, but want the logo to focus on conveying the services that we do offer and our differentiators.
- Visual representations of growth, expansion, achievement, order, interconnectivity, and support are ideal
Sample About Us
“A home is at the forefront of all life's good and necessary things. It affects employment, education, health, financial stability, wealth generation, retirement, quality of life, community, the environment, and more. Having a safe, secure, reliable home is the most essential need. Homefrontally is your partner when you need one, expanding the capacity of the builders, the movers, the funders, and the innovators who are opening up the opportunity of a home within their communities.”

Future additional work:
If the initial project is successful, we expect to quickly need the following services, which will be contracted on a one-on-one basis with the winning designer.
- Square version of logo (if selected design is rectangular)
- Brand guide
o Brand vision and visual voice
o Instructions for primary colors, tints, and color combinations
o Full palette of secondary colors
o Typography and hierarchy of heading and body text
- Selection of photography, textures, and graphics as part of the brand identity
- Guide for using brand identity pieces in the creation of cohesive web and print items (full screen or boxed, which colors or patterns can be used in what context, etc.)

Attached image includes an interesting typographical styling of the "LL" in the name. It is not required, but is an example of how to deal with the double meaning of the name.

Target Market(s)

Government agencies

Industry/Entity Type

Government contractors, affordable housing, housing public finance

Logo Text

Homefrontally

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Logo styles of interest

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Font styles to use

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• Full-color logo, B&W logo, and logo for dark/colored backgrounds. Design MUST convey that this is a consulting company and what makes the company unique from other work done by government.

Should not have

• Design should not be just a house and the company name. It must convey that the company is not a realtor, builder, architect, or in home tech.

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Files