3KEYS

DESIGN BRIEF

​

Legal business/venture name.
 

3Keys

 

The 3 keys are: 1. Housing 2. Help 3. Health (these are not part of the logo)

 

Slogan/tagline

Hope Begins with Housing

 

Describe the business entity, its purpose/mission/vision/reason for being.

Provides permanent supportive housing in five properties located in metropolitan Atlanta.  By providing 450 beds for homeless, mentally ill individuals, provides the most basic need of shelter to the most vulnerable in our communities. It does so without regard to other issues in these individual’s lives, e.g. substance abuse, job status, medical status.

 

What is the entity’s structure? (sole corporation, subsidiary, franchisor, joint venture, etc.)

Non-Profit 501(c)(3)

 

What products/services does the entity provide? Will these products/services be branded separately from the entity brand or will they “reside” under the entity brand?

Single product: permanent supportive housing

 

In what market(s) does the entity compete?

From a business standpoint: part of the “continuum of care” that government, NGOs, and private entities form to help address the problem of housing for the mentally ill.

 

Who are the competitors

Friends, Frenemies, and Competitors:

Community Friendship; National Church Residences; Columbia Residential; Project Community Connections; Quest; Grow; Caring works; Atlanta Homeless Continuum; HUD; Department of Community Affairs

 

Targets are:

• Supporters/Donors

• Governmental orgs: HUD, Department of Community Affairs

• Partners in housing: Community Friendship, Project Community Connections, Quest, Caringworks

• NGOs: Atlanta Homeless Continuum of Care

 

Logo Functions & Descriptors.
 Here are some characteristics and attributes used to describe us.

• Honest

• Spiritual

• Fun

• Protective

• Brilliant

• Persistent

• Assertive

• No-nonsense

• Nostalgic

• Helpful

 

Applications 

• Letterhead

• Website

• Signage

• Collateral (printed brochures)

• Apparel

 

Any direction or specific ideas you may have that you want explored or need included in the final outcome. (ie Specific colors, symbols/shapes or objects to include).

• The creative seedling was: Simply having a key – their key to their place – is a powerful idea.

• Logo and tagline should be able to be used both locked up and separate

• Consider keeping their blue and/or green existing color, see projectinterconnections.org

• The genesis of the name was: Simply having a key – their key to their place – is a powerful idea.

• Graphically – I think we want to go beyond a word-mark only. In terms of a logo bug, would obviously look at depicting 3 keys. Maybe the keys come together as a shelter?