Criterion Partnership was established 20 years ago.
We provide business psychology products and services to help organisations get the best from their people. This includes providing development solutions as well as recruitment tools which are all based around Occupational Psychology theory.
All of us have a passion for business psychology and the impact it can make on organisations and the people within them.We have a number of chartered Occupational Psychologists working with us.
We are based in the coastal town of Brighton in the UK which is known for its unique diverse culture and individualism. We have incorporated this into our current branding by featuring pictures of us in well known locations in Brighton (see website http://www.criterionpartnership.co.uk). The purpose of this was to reflect the fact that whilst we are trustworthy professionals and experts in the field of psychology there is also a human element to us and that we all have different interests and characters that contribute to making the company more interesting, diverse and flexible than our competitors.
There are 12 of us in the company making us small enough to offer agile and flexible solutions, and big enough and professional enough to provide the reliable, leading edge and innovative solutions that our clients want that will differentiate them from their competitors.
Our audience are:
Learning and development professionals
Recruitment professionals (internal and agencies)
Recruitment process outsourcers
Independent Business Psychologists
Independent HR consultants
Both public and private sector from a range of geographical locations. We also target a wide range of sectors as business psychology can be used in any business. Our ideal targets would however be companies with the budget and capability to become long term customers.
Targets in internal organisations want to work with an organisation that they think will best provide the solution to their problems – an organisation that is reputable, professional, provides good value for money and will get them good ROI. Purchases can often be ‘high risk’ for our clients due to the cost and the fact that the work may be long term so they need to feel reassured.
We like to build strong and long term relationships with our clients and so want our logo to reassure them that we are the right people to have this relationship with.
We are looking to redesign our logo in order to bring it more into line with the rest of our branding. We feel the old logo is now outdated.
Specifically we would like the logo to communicate to them that we are:
- Delivering high standards
- Well established
- Individual characters with a hint of quirkiness
- Providers of leading edge solutions
We are trying to appeal to a large and broad demographic in regards of age, gender and location and so we need a logo that will in no way repel a particular category in this area. So nothing so abstract that it will put off the more traditional character, and nothing too plain that would repel more dynamic and modern organisations.
We would like to see a version of the logo reading just 'Criterion Partnership' and one of 'Criterion Partnership, Business Psychologists' so we can see how this looks - we are unsure at this stage if we want to use the 'Business Psychologists' as a mini strap line. An argument for including it would be to make it clear at first glance what our business does.
The logo will be featured on:
Paper based products
We will therefore need transparent versions as well as high and low res.
I have attached a fuller design brief.