XL Digital Logo Brief 
14/08/2015 Paul Gilbert 

About FinXL IT Professional Services 
FinXL IT Professional Services is a proudly Australian owned, privately held company delivering high value ICT services and solutions. FinXL was established in 2003 by the Finite Group, and has a national presence with offices in six states.

FinXL is an established player in the Australian market and have a known & trusted brand within target markets and existing national clients. 
FinXL’s professional services engagements include the supply of end to end solutions for Enterprise projects or providing services such as ITSM, Managed Services, migration and upgrades, business change implementation, business analytics and project delivery.

Our competition includes SMS, UXC Consulting, RXP, DWP, Greenlight and Viiew and many smaller localised players.
What do FinXL do? 
FinXL provide ICT Professional Services to a diverse range of medium to large enterprises and government organisations, including many ASX 200 corporations. Some of our key industries include,    Telecommunications, Government – Federal, State and Local, Banking and Financial Services, Commercial, Utilities and Resources.
FinXL currently have more than 600 consultants assisting clients throughout Australia and NZ and are continuing to grow at a rapid pace year on year. 
Why FinXL? 
FinXL delivers value for money without compromising the quality of outcomes sought by our clients. The brand has built trust by having highly skilled local resources that enable the fast mobilisation, agility and speed of delivery required for organisations that need it done well and right the first time. FinXL has direct and long term relationships with its consultants who are known and trusted within their professional fields as the best in the business, each team provided is led by senior resources with proven experience in the local Australian marketplace.
Brand Values
FinXL are professional leaders engaging with the top end of enterprise level organisations on a daily basis their teams are known as the best in the business and carry a level of confidence, trust and professionalism with them at all times. 
The brand stands for experience that is supported by knowledge and long term trusted relationships both with clients and the consultants who choose to work directly with FInXL. The brand is recognised within the industry sector as a key player and one of the top professional service solutions providers.  
Core messaging: 
•	Focused & Professional 
•	The most trusted partners, Quality and Relationships
•	XL Digital 
•	FinXL currently have over 160 Digital consultants on client sites, and are fast growing our digital offering in the area of professional service delivery
•	FinXL are leaders in professional services delivery for enterprise and large organisations including state and federal governments 
•	FinXL have identified a need to establish a specialist division of FinXL – called XL Digital that will operate as a service area of the FinXL brand focusing on Digital only engagement 
•	XL Digital will operate as a single brand in the minds of the client building trust in the ability of FinXL to deliver specialist digital professional services
•	Those clients looking for professional digital consultancy will be different from those traditionally engaging with FinXL (mainly financial executives/ management)  
•	The XL Digital Brand will allow us to attract top digital consultants and compete more effectively in the digital space  
•	Target market Audience
•	The Target market for the XL Digital brand will include enterprise organizations across a wide range of sectors (Telco, Media, Government, Brands and Digitally led company’s)  
•	Senior executives in the following client areas: Program and Project Managers, CIO’s, Technical directors, heads of digital, marketing directors 
•	Candidate polls will include all those who work in the areas of digital service delivery primarily: web development, front end solutions, user experience, technical architects, digital strategists and eventually digital media and marketing professionals  
Logos We like
The following logos have been provided for comparison only and show some of the qualities we are looking for in the final version of the new XL Digital logo. 
Please do not copy or use any of the following logos as a template for the further creation of the XL Digital logo as we are not looking to mimic or copy another brand’s established logo. 

Design Brief
The logo should present the XL Digital brand as separate from the current FinXL branding (see existing FinXL logo at : www.finxl.com.au  however, we are open to maintaining some visual link? 
FinXL are looking for a very simple, clean and modern logo – that will need to work well both with the existing brand presence and as a standalone logo. Additional logo’s may be created at a later stage for further market areas and for this reason some consideration to the adaptability of the logo style must be considered. 
Considerations: 
·	Consider how the XL may be uniquely highlighted within the logo 
·	Consider colour placement and the use of different fonts or graphics to give the XL a level of uniqueness
·	Consider the use of the logo across multiple marketing materials and coloured background 

Use of Logo: 
The use of the logo will include digital, print and OOH advertising requiring a series of the logo types and transparencies. For this reason the following parameters have been laid out as guide to ensure that the final logo will work on both solid and clear backgrounds. 
Logo shape 1: 150 x 150 square logo 
Logo shape 2: 250 x 150 rectangle 
Logo shape 3: 400 x 100 long rectangle 
The further use of transparent *.png files for logo overlay will also be required meaning solid backgrounds must be removable and the logo must still be recognisable when used on non clean backgrounds. 
Transparent requirements: 
•	Logo on white background (clean web display) 
•	Logo on no background (png file translucent) 
•	Logo in reverse colours (for use on branded materials of the same colour) 
•	
•	Feelings to convey
•	The Logo should reflect the feeling of a modern and professional engagement in the digital industry, understanding that the digital sector is less “stuff” and traditional than conventional IT services or financial sector businesses.
•	Colours and fonts
The current colours include blue, green and grey as can be found on the website www.finxl.com.au You can work outside of this colour range when looking to add accents or a level of uniqueness to the logo itself. 
All concepts should include at some level and element of FinXL blue to act as tie in the existing branding both on marketing material and online. 
Current Colours: 

PMS 302 Blue
#A9A9A9 Grey 
#2E9B71 Green
#0A8053 Second Green

Fonts can be purchased of selected from common font libraries on approval, at this time we will not be looking for a custom set of fonts (which we cannot match or reproduced easily at a later stage) as this may limit the use of the logo on larger print formats, and across OOH (out of Home) advertising where the logo and font will need to manipulated to work on digital screen, billboards or banners. 

The logo will be used

The logo will be used across all XL Digital marketing material both internally, online and OOH for this reason we must be able to work with different versions of the logo while maintaining visual consistency in the eyes of the client or candidates. 
Further uses include but are not limited to: 

•	Business cards 
•	Digital signage 
•	Office windows / screens 
•	Marketing handouts / documentation 
•	General Stationary
•	Banner marketing 
All logos will be judged against the above brief and focus will be given to those logos that offer a modern digital feel while remaining professional and in line with the overall feel of the FinXL business and its objectives.