We like strong, creative metaphors, and the right icon with a strong story could (actually SHOULD) become our new "mascot".
Should project enough "seriousness" that a corporate executive won't mind paying for it, BUT we do take the position of outsiders in our work, so humour and intelligence are part of the package.
Some themes we often use:
> Brand as Gestalt - http://en.wikipedia.org/wiki/Gestalt_psychology
> Need to DEFINE (categorize + explain) before you DIFFER.
> Differentiation is like Jazz (but don't be too obvious with that).
> Brand as bridge between brander and target.
> Brand as rallying symbol for a Tribe (see http://sethgodin.typepad.com/seths_…geme.html)
No TLAs (Three Letter Accronyms - eg. BTD)
No cliches (I will vomit if I see a swoosh, lightbulb, starburst, or globe). It needs to be whack-you-in-the-head original and creative.
THINGS WE SHOULDN'T HAVE TO SAY: Words must be CLEARLY LEGIBLE, must have spaces, no "dot-com", and PLEASE no number 2 replacing the "to".
Need final artwork in vector format - think large format signs.
After the winner is selected, we'll need a list of key colours and all fonts used (even if they were manually altered).