Explore the development process of the new Mrs. G Logo

1. Mrs. G
Logo Development
Presentation
February 18, 2014

2. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 2
Objective
To refresh and develop the Mrs. G brand which will help achieve
its goals of expanding into new product offerings. The brand will
also help differentiate Mrs. G from the competition, which range
from small family-owned retailers to the big box national stores.

3. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 3
Workplan
• Define personality attributes
• Define core values
• Summarize personality attributes and core values
• Develop tagline to inform design development
• Articulate brand promise for messaging platform
• Audit competitors’ and other companies’ logos
• Create logo concepts and demonstrate on:
- Business Card
- Print Ad
- Signage
• Next steps

4. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 4
Definition: Personality Attributes
Authentic
Personable
Trustworthy
Genuine
Engaging
Reliable
Genuine
Reliable=
=
=Hospitable
Knowledgeable
Passionate
Friendly
Well-informed
Energetic
Well-informed
Passionate
Compassionate
Community-oriented
Customer-focused
Caring
Sympathethic
Focused
Caring
Friendly

5. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 5
Definition: Core Values (1/3)
“Continue to offer
a large selection of
quality appliances
and mattresses in an
engaging happy retail
environment.”
“Encourage team
member excellence,
happiness, honesty,
and respect.”
Customer-focused
Collaborative=

6. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 6
Definition: Core Values (2/3)
“Serve and support
the local community.”
“Be kind to both
customers and
co-workers.”
“Maintain a learning
environment with
our partners and
co-workers.”
Community-oriented
Creative=

7. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 7
Definition: Core Values (3/3)
“Outperform our
competition.”
“Work hard, celebrate
our successes,
and learn from our
failures.”
“Have fun.”
Energetic
Driven=

8. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 8
Summary: Personality Attributes and Core Values
Genuine
Reliable
Caring
Friendly
Well-informed
Passionate
Customer-focused
Collaborative
Community-oriented
Creative
Energetic
Driven
Personality Attributes Core Values

9. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 9
Definition: Tagline
Personality
Attributes
Core Values
Tagline
+
=
A tagline will:
• Reinforce your logo and brand
identity.
• Help you establish a leadership
position.
• Explain to the consumer exactly
what you will do for them.
• Deliver a value or quality message.
• Inspire your customers and
employees.
• Differentiate you from your
competitors.

10. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 10
Life. Better.
Tagline

11. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 11
Life. Better.
Tagline: How the Attributes and Values Fit
Genuine
Reliable
Caring
Friendly
Well-informed
Passionate
Customer-focused
Collaborative
Community-oriented
Creative
Energetic
Driven

12. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 12
Brand Promise
“We provide product and service
offerings that make life better.”

13. Copyright © 2014 Raul Gutierrez Design LLC February 18, 2014 13
Life. Better.