In anticipation of this development, we are looking for a name, logo and corporate image to be applied to all our communication media, including those present at sales locations.

A)     Name: constraints and suggestions

Binding legislation for the sector

The advertising on behalf of credit agents is governed by the law as follows:

Words or phrases such as "bank""banker", "credit", "savings", "finance" etc. (..), even in a foreign language, may not be used in the name or in any distinctive markings or communications intended for the public, as they could misleadingly represent the business as a banking institution.

In essence, the terms listed above cannot be used in the naming nor in the slogan.

Features of the new name: 

Brevity

• Easy to decode and comprehend, also by foreigners (i.e. preferential use of English or Italian phonemes that are universally recognized)
• Recognition and identification
• Reassurance (particularly important given the industry)

• Convey the values of the company mission
• Strong impact in the communication at sales location
• Considering the names of our vendors, it should pair easily with musicality.

• Easy to understand, even in poor reproduction (i.e., radio commercial, store speakers, telephone conversation, etc.).

Avoid:

• Using suffixes or prefixes referring to the sector, such as "Fin", "Bank", etc..
• Use of geographical locations (i.e. "Italy", "Euro", etc.).
• Use of acronyms

Additional specifications:

• Availability of web domains .com and .it

B)    Logo: suggestions

For the visual appearance, the company has established a set of parameters of particular importance:

• Easy web applicability and integration.

The application process of the new project will be almost entirely web-based, and therefore, the logo must be readable.

• Flexibility of logo

Merchandising, forms and customizable products carrying the brand/logo will be used, including reduced sizes or difficult materials. The company also intends to furnish the sales locations that do not currently have Link brand styling, which implies the logo may be used in architectural and layout features. Readability and flexibility are therefore once again a must.

• Distinction

The sector and segment are already very crowded, so a particularly powerful graphic layout is a necessity.

• Refined tone

The strategic marketing placement will be at an exclusive level, therefore requiring a high profile visual impact.

• Innovative treatment

The company's innovative business processes must be immediately perceived, while maintaining the basic criteria of readability and applicability expressed above.

• Reassurance:

The name must also be visually reassuring, conveying a positive and solid feeling about the company.

For the proposed new name and logo, we ask some prototypes be provided upon:

• letterhead
• business cards
• notepads
• presentation folder

There are two target customers we would like to reach:

• End customer in need of financing.

In 80% of cases, this customer turns to his/her own bank or to the Internet, where he tries to find the best deals and purchases based solely upon the interest rates (lowest rate offered).

Our client ranges in age from 25 to 60.

Usually we finance the entire family.

Employed worker and/or self-employed

Mostly Italian (80% of clients)

Lower-middle social class (we hope to raise it)

Not particularly educated and with very little financial literacy

Today, he comes to us only for financial necessity and thanks to the work of our sales team, so he does not know our brand, nor could he find our website (to be changed).

• Vendors in the industry (brokers) who, beginning next year, will be obligated to work for organized companies such as ours, as a result of Law 141 of 13/08/2010.

The new law will impose a major revision in the brokerage business: our target must abandon the disreputable image acquired by the sector in recent years and understand that our company is distinguished by its professionalism.

Because we have developed a strong customer focus, which we manage in person with fairness, consistency and transparency.

• Simple
• Captivating
• Recognizable
• Reliable

On all of our corporate images and in our offices throughout the country.