Chengs Enterprise and Easy USA logo

Chengs, Inc. Project Brief If I had more time, I would have written a shorter letter. ~[login to view URL] / Mark Twain [Cheng’s Enterprise, Inc. (company) and Easy USA (brand) Logo Redesign] OBJECTIVE: WHY ARE WE DOING THIS, WHAT IS THE BUSINESS RATIONALE? [To create a logo that is more modern and presentable for use in brand imaging and brand recognition.] BRAND: HOW IS THIS GOOD FOR OUR BRAND? [Redesigning the company logo with distinct styles and company colors will aid in better positioning the company against its competitors. It will aid in repositioning our brand as modern and up-to-date with trends.] KNOW THE USER: WHO IS THE USER & WHAT’S OUR KEY INSIGHT ABOUT THEM? [The end users of our products are broken down into three groups, women, men and kids. Women constitute the majority of the market share. End users are highly price conscious with the majority of our customers (vendors) are mom and pop shops as well as bargain stores.] WHAT YOU NEED: CREATIVE MANDATORIES or SCOPE OF WORK [The redesign of the logo should be modern, clean, and professional. Company colors used will be green (HEX #85B200), gold (HEX #DDCF00), and a splash of red (HEX #B20000).] WHEN: TIMELINE AND LAUNCH DATE [A draft of the redesigned logo is to be completed four days after initiating the project. Once approved, the design is expected to be launched on 11/9/12.] EXTRA INFO: [e.g. brand guidelines, results of previous project, etc] [fill in if applicable] PROJECT OWNER: [Andrew Taing] Date this brief was last updated: [10/16/12]