Organization Profile:
Smarta is a new, unique online proposition that addresses a real gap in the business support landscape. It is a Social Enterprise being launched in the UK in November 2008 and expanding worldwide from 2010 onwards. Smarta is a website for business people by business people. Smarta already has RBS, Vodafone and Microsoft on board as partners as well as high level Government support. Big name entrepreneurs like Theo Paphitis and James Dyson are supporters and patrons.

What we need:
A new logo is required that graphically depicts the essence of Smarta. You may want to look at www.smarta.com for an idea of the look and feel and colours but try not to let this limit your creativity! Remember we are looking for a new logo. The strap line for Smarta is “Think Create Grow” and we would like to see versions with and without this strap.
Although initially the brand will feature predominantly on the website we need a logo that has room to stretch as eventually there will be Smarta events, Smarta books, Smarta seminars etc. The logo will feature on our partners’ marcomms – eg RBS magazine, Vodafone Small Business Pack. We therefore need a logo that works both on and offline. We also need something that can go global!

The Smarta Brand:
• Mission Statement
Smarta aims to transform the way that business support is delivered.
• Vision
Smarta provides a road map for new and existing businesses throughout their life-cycle. The site will bring business people together for timely and relevant advice and support, mentoring and inspiration. Smarta wants to help create sustainable, fast growth businesses.
• Key Audiences
Smarta will segment the user’s experience according to where they land on the entrepreneurial journey. Although Smarta has a natural bent towards Generation X it is aimed at anyone in business (and those just thinking about it!)
Think: Aspiring entrepreneurs – People who have an idea or are thinking of setting up by themselves. Brand Message – “you’re not alone”
Create: Ready to start – People in the process of setting up or in the early stages of their business – “we’re here for you”
Grow: Established businesses – People making a living from their start-up who now want to expand and grow their business – “this is the place for success”

Brand Values:
What Smarta is…
Living Advice
Real Business
Inspiring
Astute
Authoritative
Solution focussed “how to fix it”
Just do it

What Smarta isn’t…
Just a reference section
Business Theory
Dreamy
Clever Clever
Authoritarian
Problem focused “Oh no what happened”
Procrastination

PERSONALITY
Straight talking
Optimistic
Full of passion, drive and energy
Underpinned with authority and experience
Friendly

TONE
Spirit of Abundance
Just do it
Hungry
Astute
Smart
Experienced
Down to earth

COLOURS
Bright and bold (not pastels)
Organic, elemental
Simple and dynamic
Rich minimalism

MESSAGES
Trusted advice, reliable sources
Passion, ambition, entrepreneurial spirit
Best shot at success
People just like you

Design Medium:
The logo will be used in print and on primarily on the Smarta Web site. Examples of print media where the logo may occur include press materials, partner brochures, event stands etc. Please consider scalability (black and white, size, online, offline etc)

Deliverable:
Finished logos are required in a vector format –with a short description of where the idea came from and with examples of the how the logo would look on the site. It is very important that you include the codes for the colours used.

Deadline:
We require your pdf presentation by Tuesday July 1st and the winner will be notified by July 14th 2008.

GOOD LUCK AND HAVE SOME FUN!!! Email any questions to hayley@brightstation.com