We are a group of four small, privately held companies all supplying services to food processors to help them produce safe foods every day. One is a detergent/sanitation company, one a pathogen control company, the third an engineering and auditing company and the last a risk management firm. We are forming an "alliance" to work together and to market our programs under a newly formed banner of the "Food Safety Alliance". We all represent the gold standard for the services we provide and would like to carry this quality message through to our marketing brand management. We definitely must promote premium quality, but also excellent value due to the discounts available to processors who utilize all of our services. It really allows smaller processors to have the same advantage as the largest in the trade. We will be trying to convince prospective customers that when they choose the four alliance members to manage their food safety programs they really can make 2+2=5.
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Out target market is mid-sized food processors, mostly owned by entrepreneurs and/or families. These people value science highly. They are very conservative in nature and they don't change easily. Something modern will appeal to them, but certainly not something that would be considered a game or gimmick. They like steady. They like peace and quiet, and they like money.
We will not be changing any of our existing companiy logos or identities. The logo we require is one that will be added to existing stationary and business cards. Therfore it must be small and fairly simple, not too detailed. I envision a small graphic as one component and then it being incorporated with the name "Food Safety Alliance" in a larger full scale logo. Perhaps only the graphic would go on the business card? We think we like a combo of green and blue as it matches our existing stuff. Stuff, isn't that a great word? I could forward pantone colors later once we are closing in on design. It should portray safety, premium quality, value, uniqueness. we thought of logo ideas that included , light bulbs, shields, stamps or seals of approval etc. but that's why I need you! If you want safe food, come to me. If you want creative, your it!
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