White Coat Checklist (http://www.whitecoatchecklist.com) was founded as a response to the extremely high-cost, low efficacy model prevalent among applications consulting for medical school. My company is being explicitly branded as NOT consulting and NOT a personal altar to egocentricism (many out there in this field do plaster their photos all over the place and go on at length about their personal achievements, I do not intend to follow this path). I am an extremely successfully working health care professional who has recruited and trained undergraduate students to perform cutting edge volunteer and internship roles while also helping them prepare competitive applications for medical school (currently boasting an unbeaten record). I pride myself on offering measurable criteria for health care aptitude and a consistent approach to help applicants not only present themselves for maximum impact but also to master communication skills in the arenas of writing and public speaking which so clearly distinguish my candidates not only from their contemporaries but the vast majority of physicians nationally. As I am running this firm part-time, and intend to undercut the competition by a significant margin to prove my point that the current market value proposition for traditional consulting is highly overvalued, I will need a carefully chosen logo to ensure my desired perceptual difference in terms of both cost and value is communicated through my branding.
The company name itself was chosen with an eye toward the health care field: checklists are one common and straightforward recent development to avoid errors in surgeries and other procedures - to ensure nothing is missed and that all bases are covered. I think that sends the perfect message about my background, priorities, and awareness. I am proud of my ability to transition clients from dependent on my awareness to effective independence as regards their needs by the end of the application process.
My target audience is two-fold: first, the students and undergrad alumni who are themselves candidates for medical school and their parents/family who so often backstop them financially, including paying for consultants. I will therefore need a design with enough modern touches to command respect from Generation Y while retaining enough historical touchstones to connect with an older demographic as well.
Values: collaboration, teamwork, communication, emotional self-awareness, personal accountability, confidence, skill mastery
I have yet to seriously engage in web design for my domain so I am open to a palette of color choices. I expect that white will prominently feature in the design in some form, and I expect to have contrasting color schemes (for example, I have a black background powerpoint with orange and white text for an upcoming presentation which appears quite striking to my eye). I'll be interested to see what other color options are offered, especially since I want to have a very 'medical' feel to everything.
Specific images I like are the visually representative (empty hanging white coat, clipboard, or both possibly combined in some form, or figurative/photo representation of a matriculating medical student). Definitely not cartoonish, however, and ideally a single unified image or textual arrangement which serves to communicate on both conscious and unconscious levels.
I will need the logo and business card to reflect all of the above as the logo will be included within my web design project (my next long-term undertaking) and I will need to have the business cards for my undergraduate student group presentation on 2/26/2013.