How Cathy Kramer started their logo design journey
Caddis is a Boulder, Colorado-based business and marketing consulting firm that helps small businesses and government agencies develop cohesive marketing strategies, create customer-focused programs, and target their business and marketing efforts. We offer qualitative market research, marketing communications, proposal writing and public involvement services to help organizations reach niche markets and effectively communicate ideas for immediate results and long-term gain.
The company name comes from a popular fly used for trout fishing. We believe that successful marketing, just as with fly fishing, requires a business to first scout the surrounding environment, identify the niches that look most fruitful, target the right prey, choose the right bait and then make the best presentation. By doing so, you are sure to catch one every time! Although the company is new, Caddis is comprised of senior-level strategists that have been helping clients for years to navigate through business issues and marketing hurdles to better target outreach efforts, improve customer relationships and increase community support. We also outsource a lot of marketing material and web design so this could be an opportunity for you to get additional work!
Tell us a bit about who you are and the people you reach
Our audience is primarily small to medium sized businesses that sell products and services to other businesses (B2B) and government agencies (B2G). These companies are in a variety of industry sectors from highway transportation and engineering to IT and management consulting.
The target customer is typically the CEO or owner but in some cases may be a marketing or proposal manager. We also target Federal and state government agencies that have public involvement and outreach programs. The target customer is usually a program manager or mid-level manager.
Typical demographic for both of these market segments is 50/50 male/female between the ages of 35 - 55. Generally they are high-level professionals, technically savvy, somewhat conservative but forward-thinking.
We are looking for a creative but simple logo design. We would like to incorporate the idea of the caddis fishing fly but not as a straight representation (e.g., photo) but something that is more iconic or symbolic that gives the impression of the caddis (see attached document for examples and likes/dislikes). We tend to like nature-related themes and colors. No stock images or clip art please!
We have very few marketing materials at this point but we have been using teal and gray as standard colors. However, this does not need to restrict your palette as long as it's not neon or too trendy...we are a fun company but our customers are fairly conservative. A 1 or 2-color logo would be best (with black/gray) but we will consider 4-color if that works best for the design. We tend to like san serif fonts.
The company name in the logo should be Caddis (without the LLC). In the past, we have used a descriptor as a tagline of sorts: Business and Marketing Consulting. The logo should be able to stand alone or have this descriptor.
The files we will require are:
Print file format - .ai (CMYK)
Web file format - .jpg and layered .psd (RGB)