PNT is a site that provides online SAT and ACT preparation tutoring for kids. We hire highly experienced instructors to work one-to-one with students in a live online classroom.
We work with the high end of the tutoring market, and want our branding to reflect a high-end luxury look and feel. Likewise, it’s important that the logo visually differentiate b/t the parts of the company name:
- PNT should be one word with a capital P and N
- T is a separate word
Our primary clientele will be wealthy parents. We expect that 80%-90% of the time it will be the student’s mother who makes the purchasing decision. Some simple demographic/psychographic profiles would include:
- Mothers, generally between the ages of 35 and 55
- College educated, with many having graduate degrees
To generalize on behaviors, the person making the purchasing decision is a wealthy mom who likely listens to NPR, may read the New Yorker or New York Times regularly, drives a luxury vehicle, and intends to send her children to an elite college or university. She may be involved with charities and other community organizations, and when it comes to her children she is willing to make any investment or sacrifice.
Our logo should convey a sense of seriousness and sophistication. Families will be making big investments to have their children work with highly experienced instructors, and we want our branding to reflect that level of refinement.
Many logos in the education and tutoring fields emphasize things like fun, energy, or achievement. For example, a common look involves a child-like figure reaching for a star. Others have cartoon like depictions of owls or other animals, and are clearly designed to appeal to children. Since it is overused in our industry, we will likely want to avoid this theme.
The logo should be usable on a web site, stationary and business cards. As such, it will be necessary to receive the Logo in a variety of sizes. We require the final creative to be delivered in a format that enables us to make modifications in the future and such that the creative can be resized without problems. We also need jpeg and eps versions of the final logo.
While you are welcome to use them, it is not necessary for the logo to use symbols or graphics. A creative and stylish presentation of just the name itself may suffice. If you do choose to use symbols or graphics, please avoid using items that are currently overused in the context of education/writing (ie: a pencil, owls, stars, upward arrows, etc.).
We reserve the right to modify the creative and re-use it for additional purposes. If any graphic elements or fonts were used that were created by a third party and not designed by the artist, we would like to be notified in prior to the completion of the contest with instructions on how to get the proper licensing of the creative elements. Preference will be given to entries where that are 100% original without the use of external creative assets.