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6

REASONS TO CHOOSE raven & crow

raven crow graphic design + illustration

designing by heart

Our studio excels at logo design and brand development, having created identities for scores of non-profits, small businesses, and governmental organizations. Brand identity shapes the public’s impression of a client as well as the design of its entire suite of materials to come, which is why we work hard to create strong brands that reflect the work of our clients, appeal to wide audiences, and stand the test of time.

1

we’re flexible and reasonable BRANDING PACKAGE

No. of FIRST DRAFTS

No. of REVISION ROUNDS

BRANDing GUIDE

PRICE

Package 1

4

3

$2375

Package 2

4

3

Package 3

4

2

Package 4

4

2

$1475

Package 5

3

2

$1275

Package 6

3

1

$975

$1775 $2075

Additional work done beyond the scope of these packages will be conducted at $75 per hour.

Hourly Work

2

$75/hour, minimum $600

N/A

All work, including time spent in meeting and research, will be conducted at $75 per hour.

The way we see it, logo design and brand identity are the most important forms of visual communication. They represent the very first impression that an audience has of you and they determine the initial reaction an audience has to your outreach and public work. With that in mind, and realizing that clients’ needs can vary greatly, we’ve created a tiered system for pricing and work structure based on different aspects of brand development and levels of involvement. By giving you options for the number of first drafts and number of revision rounds, we’ve made it easy for you to select the branding package that fits your design needs and budget. For a detailed explanation of our branding packages and design process, please refer to the end of this document. raven + crow studio

ravenandcrowstudio.com

718.965.2769

info@ravenandcrowstudio.com


2

we give you options

Whether a client has a firm idea in mind or not, people appreciate considering as many options as possible. Our studio enjoys creating multiple logo design options, allowing each to explore a different avenue to reach a client’s branding goals. A revision round can be as low-impact as making minor edits to visual forms, colors, or fonts, or as severe as creating a new design altogether. We listen carefully to your feedback and take the time to make sure the final logo fits you perfectly.

l Ent. Logo:

Farm Sanctuary

Rescu e • Ed u

t ca

Feral Ent. Logo: v3.2

vocacy • Ad ion

rescue

education

farmsanctuary

farmsanctuar y

rescue • education • advocacy

farmsanctuar y •

education Rescu e • Ed u

rescue

advocacy

education

advocacy

farmsanctuary

vocacy • Ad ion

Farm Sanctuary education

rescue

education

advocacy

RESCUE • EDUCATION • ADVOCACY

rescue • education • advocacy

rescue

farm sanctuary

farmsanctuary

FIRST DRAFTS

t ca

advocacy

Farm Sanctuary Logo: v3.2 r2

farmsanctuar y farmsanctuary farmsanctuary rescue education advocacy

farmsanctuar y rescue

education

rescue • education • advocacy

advocacy

Proposed Color Scheme: Process Black PMS 369 PMS 371

farmsanctuary

RESCUE • EDUCATION • ADVOCACY

farm sanctuary rescue

rescue • education REVISION ROUND 1• advocacy

osed Color Scheme: ess Black S 371

rescue

Farm Sanctuary Logo: v5.1 r2

advocacy

farmsanctuary RESCUE • EDUCATION • ADVOCACY

farmsanctuary rescue • education • advocacy REVISION ROUND 2

Proposed Color Scheme: Process Black PMS 349

farmsanctuary rescue • education • advocacy

farmsanctuary FINAL LOGO rescue • education • advocacy

education

advocacy


3

we love makeovers

Feeling out of date? Passé? Obsolete? Several of our clients have come to us after realizing they needed to refine their existing look. We listen to their needs, decide what design elements should stay and what should go, and deliver a new, polished brand that breathes fresh life into the client’s work.

 before raven + crow studio

4

after raven + crow studio

we provide guidance

Looking for a branding guide that complements your new look? Once your final logo has been established, we can develop a personalized branding guide, which will address the following:

• • •

Color Logo

A description of the various versions of the logo (Web, RGB color—for use in Word documents, CMYK color for print, Pantone® color for print, black, negative/ white, etc.) and guidance on when to use each;

Typographical elements organizational font(s); and

Reproduction guidelines with a list of best practices for logo use.

and

PMS 660 100% C: 90 M: 57 Y: 0 K: 0

PMS (Pantone® Matching System) 660 is the official color of the OCHA logo.

A description of the brand and logo, what it represents, and how that pertains to your mission; a logo overview and breakdown of the elements of the logo; A color palette for the organization, including primary and secondary colors, with Pantone®, RGB, CMYK, and Web (HEX Code) equivalents for each color ;

PMS 660 (100%)

Regardless of the specific logo format that is chosen, the color should be consistent. This helps to strengthen the visual identity of the Office.

R: 5 G: 108 B: 182

WEB (HEX Code): 056CB6

When appearing in print, the logo should use PMS colors or, in four-color printing, CMYK values. On monitors and when appearing on the Web, the logo should use RGB values for the best representation and Web/HEX Code for Web matching.

PMS 660 100%

Logo Use

Negative logos (white text and image on blue or black blocks) should not be used on white, color, or photo-based backgrounds. Negative logos are included in this guide to show what the logo would look like on a blue or black background.

OCHA

Visual Identity Guide

page 5

Color Logo

recommended

page 10

OCHA

Visual Identity Guide

Logo Use


5

we can take it to the next level

Interested in putting that new logo to work? We can help you rebrand your entire marketing identity – from business cards to annual reports, we specialize in visual communication design. We create custom designs according to our client’s needs and take responsibility for the entire design process, including:

Conceptualizing and creating effective designs for marketing materials, advertisements, and business identity products, and working with the client every step of the way to ensure a successful, innovative final product;

Soliciting and analyzing printer bids, managing print production, and acting as the liaison between the printer and the client; and

Working with partners to create custom content, original photography, and Web mechanics.

You can depend on us to redesign all your marketing materials, while staying true to your new brand identity.

 before raven + crow studio after raven + crow studio

DON’T

PACK A

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print, photography, + messaging

e-newsletters + Web design

everything else


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we’re awesome

raven + crow studio has been instrumental in the rebranding of Farm Sanctuary, from the redesign of our logo through literally hundreds of pieces of literature...and counting! Their creativity, patience, professionalism, and compassion makes working with them a joy. Tricia Barry fmr. Communications Director, Farm Sanctuary

raven + crow studio has been the perfect partner for the United Nations Office for the Coordination of Humanitarian Affairs. They have made our information products and guidance material come alive with their creative design work. They are also a real joy to work with.

raven + crow is able to translate our ideas into reality with a modern look that balances both our corporate identity standards and what is current and fresh. Their project management skills make it easy for me to have anyone within our organization talk to them about a design project and I am always certain that the end result will meet with my approval.

Sarah Telford Reporting Unit United Nations Office for the Coordination of Humanitarian Affairs (OCHA)

Susan David Communications Director Republic Services

raven + crow studio carefully considered our organization’s established design style to produce a report that perfectly complemented our other publications and website. They were extremely accommodating and produced the final report ahead of schedule – and it looks fantastic. Cheryl Huber fmr. Deputy Director New Yorkers for Parks

We came to raven + crow with only Food Empowerment Project’s mission statement and a few ideas. Their appreciation for our work made our collaboration organic, enjoyable and easy. They struck a beautiful balance of creating a logo for us that not only engenders respect, but also communicates warmth and approachability. We constantly receive compliments on our simple yet creative logo and are thrilled to be represented by this image. lauren Ornelas Founder/Executive Director, Food Empowerment Project

For more information and examples of our work, please visit our website at ravenandcrowstudio.com.


Logo Work + Brand Development Process + Pricing At raven + crow studio, we begin our branding process by first holding conference calls or inperson meetings to familiarize ourselves with a client and their work. We address goals, determine a client’s primary and subsequent audiences, the desired impact upon those audiences, and discuss future use of the brand.

BRANDING PACKAGE

No. of FIRST DRAFTS

No. of REVISION ROUNDS

BRANDing GUIDE

PRICE

Package 1

4

3

$2375

Package 2

4

3

Package 3

4

2

Package 4

4

2

$1475

Package 5

3

2

$1275

$1775

$2075

The first variable in our tiered Package 6 3 1 $975 structure—number of first drafts— Additional work done beyond the scope of these packages will be conducted at $75 per hour. refers to the number of first draft logos we present to the client. $75/hour, Whether a client has a firm idea Hourly Work 2 N/A minimum $600 in mind or not, people often appreciate considering as many All work, including time spent in meeting and research, will be conducted at $75 per hour. options as possible. Our studio enjoys creating multiple logo design options, allowing each one to explore a different avenue to reach a client’s branding goals. Each initial draft is presented in black only to allow clients to focus their attention on the form of the design. Subsequent rounds of revisions allow for work with selected color sets. The next variable—number of revision rounds—reflects the rounds of edits built into the package. Package 1, for instance, allows for three rounds of edits, meaning that, after the initial presentation of the first four logo drafts in this package, the client will be able to provide feedback and edits to the work and then receive revised marks from us three times. Clients can always request further rounds of revisions; however, they will be contracted at the hourly rate of $75, in addition to the package cost. A revision round can be as low-impact as making minor edits to visual forms or logotype (text) or as severe as starting again from scratch (much less common). In almost every case, we’ve found that two to three rounds of edits allows for plenty of room for refinement and finalization of a logo. The final consideration for branding packages is the need for a customized visual identity branding guide. The branding guides we develop at raven + crow studio break down the components of the logo, its color set, and logotype; explain the meaning behind and use of the resulting brand; provide secondary branding color sets; and give guidance on the use of the logo, application of branding to print and Web products, file formats and their use, and primary and secondary brand typography. In most cases, branding guides are useful when a client will be producing a significant number of products down the road and expect to have other designers or partners working with their logo and brand on a regular basis. Branding guides can also be added to packages after the fact. A final option for branding and logo work is to have our studio conduct all of our work—creative work, meeting time, research time—at our standard rate of $75 per hour. This makes sense for clients who have a very firm idea of what they want, don’t feel the need to see additional options, and know that they’ll be able to keep revisions to a minimum. In this case, our studio creates two initial logo drafts and has a minimum requirement of eight hours of work, or $600.

raven + crow studio

ravenandcrowstudio.com

718.965.2769

info@ravenandcrowstudio.com


r+c 6 reasons