We want a logo that expresses a modern and dynamic look while conveying competence, trust, experience, and credibility. We do not want to appear stiff or conservative; we do not want a look that is minimalist, feminine, flowery.
Although it’s one word, “king” and “hooper” could have different font treatments if it works. Do not emphasize king as royal/regal. Do not emphasize the diabetes meaning in the logo, as it is not the highlight.
A graphic element is not absolutely required; just text works too. If there is a graphic, do not use a syringe or anything similarly hokey. We do like all lower case, but are not fixated on it.
We like the colors orange and aqua/turquoise, but do not feel restricted to these. Colors should not be too bright; we do not like muddy/subdued colors. (ingdirect.com orange is too much for us, but hdmi.org orange is closer to what we like.) We do not like red or dark/navy blues.
Our use case is on a white/near-white background. Avoid gradients. It needs to work when printed on black & white printers.
• Print file format: .ai (CMYK)
• Layered .psd file
• Complete color palette spec in CMYK and RGB. This will be used for logo and complementary colors on the web site and PowerPoint templates.
• Full font specs for the logo plus the related print materials (letterhead, business cards, Powerpoint decks). These fonts should be complementary.