What text should be included in the main part of the logo?
ARCH
or
Alpha Rock Capital



What type of product or service do you offer?
Private Equity 
Investment
Buyout of Digital / Online Businesses

How long have you been in business?
Just started.

What do you hope to accomplish with your new identity?
Build confidence to our investors that we are able to give them a positive return
Show the industry we are leaders and experts in the private equity space for buying digital businesses

What are your long-term goals?
IPO
Be the biggest fund / private equity firm for online businesses in the world.

Audience Profile:
Please describe your existing audience

We have 2 sides - but our focus is on the investor side first

Investor side:
Traditional money, old money - family funds, old fashioned companies that invest in “boring” businesses but looking to get more exposure to the online space.
High net worth individuals with less knowledge in the online space but wanting exposure


The other side - the businesses we look to acquire:
Online Community (the businesses we buy)
Amazon FBA sellers
Online marketing experts
Affiliate marketers

Who would you like to add to your audience?
More high net worth individuals looking to make long term, passive investments without requirements for dividends or short term gains.


Next section Perception/Tone/Guidelines:
What type of logo would you like?
Our name is Alpha Rock Capital Holdings (ARCH) 
So we feel an archer is a great way to show our audience we are :

Hitting our targets / bulls eye - we point and shoot and make the shot
Our investors are also archers, helping the fund achieve the mark
We want to build out the theme throughout the firm and brand of being 
Fast
precise

Do you have any colors in mind for your logo? (If so, why?)
Blue
Black
White

These are the current colors of the site.

Do you have any specific images or icons in mind that you would definitely like to see incorporated into your logo?
Archer.
Bow and Arrow




(Communication Strategy:)
What attributes would you like your logo to reflect about your business?

Precision
Smart
Fast
On point
Expert
What is your tagline or slogan?
Pending



What is the overall message you are trying to convey to your target audience?
We are experts
We are fast
We are smart
We hit our targets

Where will your new logo be used?
Website
Name cards
Posters at events
Letter heads


(Competitive Positioning:)
Who are your competitors and what do you think about their logos?
Nothing exactly like this - but can look at traditional PE funds:


What sets you apart from your competitors?

Fast



(Targeted Message:)
State a single-minded word or phrase that will appropriately describe your company:

Precise
