Principal elements are the Southwest and Family, either clearly recognizable or abstract. As this is an agency, look should be dignified - not "fun" or cartoonish - but doesn't have to be completely stuffy either. E.g. A "Comic Sans" typeface is too cartoony, a Times typeface may be too stuffy, a Palatino typeface seems just right.
Examples of Southwest elements - cactus, gecko, sun, any southwest american-indian pattern
Examples of Family - parent & child, small hand in large hand, baby, group of children, world children, mother+father+child(ren)
We favor warm palette southwest colors - brown, yellow, orange, red - but
are open to contrasts - e.g. purples, blues ... No Green
Note: Do not capitalize the W in "Southwest" (unless it's all caps). E.g.
"Southwest" is OK
"SOUTHWEST" is OK
"SouthWest" is NOT OK
The files we will require are:
Print file format - .ai (CMYK)
Web file format - layered .psd (RGB)
Please use formats compatible with Illustrator CS3 and Photoshop CS3
Please use original elements - no recognizable stock images or clip art