GEFA BANK is a renowned German financial services provider (or simply, a bank, mainly active in corporate financing for small and medium-sized enterprises (SMEs).
“GEFA PartnerService” is a premium service offered to B2B customers from mainly the transport sector that allows them to get product related additional free of charge services (e.g. free shipping of products) as well as pre-negotiated reduced pricing and various other advantages from different partners of GEFA BANK. An example:
a “GEFA PartnerService” subscriber who owns a shipping company could easily get reduced pricing for new tires for his / her trucks using the “GEFA PartnerService” network. Of course, GEFA PartnerService is not limited
to tires, but also includes a variety of other advantages such as reduced pricing for additional goods (replacement parts, lubricants, windshield / glass repair and replacement etc.), truck rental services and also offers better and more convenient payment terms and reduced administrative costs to its customers. The partner network of “GEFA Partner Service” is continuously expanded, moreover the target group may be expanded to other business sectors.
Important note : While the task is the design of a logo for a premium service (GEFA PartnerService), you have to keep in mind your draft has to be compatible with GEFA PartnerService’s sister product (that addresses the needs of the same target group) – a fuel card. This means that you have to design a logo for an intangible product (GEFA PartnerService) that can be displayed side by side with the simple drawing of a plastic card (like a fuel card) without looking odd.
As a first idea for your design you could try to represent the mentioned “network of partners” that is a part of the “GEFA PartnerService” – of course, you are not limited to that visual approach and other ideas are always welcome.
Even though the logo is for a financial services company, its focus is a target group of B2B decision makers (i.e. CEOs of German SME’s). Thus it does not have to be directly related to finance / money. Rather, since the goal is to represent the various advantages that customers get from using the GEFA PartnerService you should concentrate on this general idea.
The purpose of the logo is to give an intangible service product a visual “anchor” and representation that can subsequently be used in various online and offline communication materials and conveys the idea of the partner service while connecting it with positive image values.
The preferred colors for the logo are red (RGB 230/0/40), black and white. The preferred font is “Helvetica Neue”.