The target audience is:
- Pastors/finance councils who direct parish and cemetery funds and who are asked about what CFAD is.
- Catholic Baby Boomers who support their church (overall, ages 60-90) who may think about a planned gift.
CFAD wants the target audience to believe the following:
- Priests—see the bigger picture of CFAD, that it’s for the greater good of the faith to invest with CFAD with a designated account vs. locally.
- CFAD supports many missions of the Catholic faith, and you can designate it how you’d like.
Value proposition: We are Catholic, supporting Catholic organizations and professionally managing assets through
Catholic socially responsible investing. We ensure a vibrant Catholic faith now and in the future, perpetuating the intended purpose of each donor’s legacy.
The tone of the logo should be: Kind, intelligent, good-natured, protective, gentle, empowering, warm, instructive, consistent,
trustworthy, helpful, not flashy, safe, subtle, effective
Color: Not married to any particular color, but green=money.
Font: no specific fonts in mind, but prefer sans serif fonts
Please provide a logo option with and without the tag line.
They have used a tree to indicate growth and money, but want to move away from that idea. On the other hand, if you can provide some rationale why you would go this way with the logo and can provide a fresh way of doing that, they would be open to considering it.
They are related to the Archdiocese of Dubuque, so can either pull colors or fonts from their logo - but are a distinct organization so it can't be too similar. (I've attached the Archdiocesan logo as a reference. Hex value is typically #1d4074). They would like to have a memorable mark that can stand on its own if it needs to. One thought the client has suggested is to use the double cross (from the Arch logo or a more modern version of the double
cross or just a single cross) with the letters CFAD surrounding it (one in each corner of the cross).
Another thought for inspiration (see attached image) that communicates connection, ongoing, continuing, intertwined, passing down (the faith), etc. could have one row only vertical with a cross on the end to look like part of a rosary. Mary was a vessel of faith carrying the faith; we are called to follow her example and pass it down, CFAD can help you sustain that financially for future generations.
I'm also attaching logos that the client has indicated that they liked.
MOST IMPORTANT: For your logo design - please provide your rationale behind it. The client wants a logo that tells a story and has meaning.
For serious consideration, the logo should be provided in a horizontal and vertical format on a plain or colored background.