General. Logos we are immediately drawn to are simple, have sharp contrast in color, have clear language and typeset, and have a combination of picture and text. Creative fonts are welcome as long as they are immediately readable - no cursive. This logo would be used on potential website, emails, blogs, podcasts, business cards, direct mail campaigns, letterhead, and social media platforms including Facebook, Twitter, Instagram. A level of versatility is important to us.
Defining Zen. Even though the word “zen” is a part of the brand name, we DO NOT want to overemphasize that word or have a brand that resembles anything “zen-like” (i.e., no bamboo, sand gardens, buddhas, yoga poses, cairns “stacks of flat rocks”, Chinese characters, bright white/soft green color palette, nothing that looks like a day spa). In the whole message, the word zen may be used one time to communicate a way of being, or a state of mind, that involves being at a greater peace with decisions surrounding purchasing and utilizing health insurance- think maybe one paragraph out of an entire book.
Professional, yet comical. We hope to achieve a professional, yet approachable brand where two experts in health insurance share their knowledge and experience through various outlets (website, podcast, social media posts, book, workshops, business training, etc.). Unlike our contemporaries, we feel our personalities serve as a source of strength and provide an opportunity to connect with a variety of audiences. This is an essential piece we hope to be conveyed in the brand. We have a very short podcast excerpt that captures our conversational style and interactions - this podcast excerpt is only indicative of the style we hope to deliver, not the content. Please email us at email@example.com to receive the 90 second podcast file - we were unable to upload it in this submission. Serious - bonus points for those that request this podcast sample. We want you to get to know us better.
Color schemes. We leave ourselves in the hands of the expert...you! In general, we would rather not make serious recommendations about color preferences that limit the potential design elements you could bring to the table. That being said, we also understand the power of color and the messaging that goes along with certain ends of the spectrum. We appreciate the dependability, stability, confidence, and serenity of the blue palette, as well as the innovation, energy, and hopefulness of the yellow palette.
Target audience. Anyone interested in better understanding health insurance, the health insurance industry, and how to manage their benefits would be interested in the brand. Design decisions to crease an ageless brand should be considered. For an example, a couple entering retirement age, first time parents, individuals starting their first job or changing jobs, or people falling off their parents insurance are all potential individuals looking to achieve Health Insurance Zen