During the day, my business partner and I work at a huge software company - he is a pre-sales engineer, I am a sales guy. At night we plot our takeover of a bloated and complacent market. We are launching a business will disrupt business-as-usual in a small but important sector (medical staffing agencies) and has the potential to effect the quality of healthcare received by thousands of people, maybe even save lives.
If I had to describe the personality we want to convey, I think it would be a mash up of Seth Godin creativity, iphone design, and Mark Zuckerberg vision.
Through our logo and color scheme we want to say "we are smart but not cocky and we want to totally revolutionize how hospitals find temporary doctors by cutting out the middle man who charges way too much."
We are building a marketplace community to bring together two customers - hospitals and doctors. They both have problems we can fix.
We want to help doctors find temporary work whenever they want. Doctors are smart folks, but definitely as a whole are not known to be tech-savvy. They are always busy, most often rushed, overworked and deal with so many details caring for patients that they don't want to use a single brain cell after hours. And yet it is in their off-hours that they organize temporary work themselves when they want to take on an extra shift here or there. Searching vacancies online or in trade magazines is tedious and dealing with agency sales guys is a drag for them.
Our other customers are hospitals. They desperately need to fill doctor vacancies and turn to staffing agencies in emergencies. This adds 30 - 50% to the already high fees paid to the locum doctor himself/herself. The typical user at a hospital will be an internal medical staffing person who is trying to find the most cost effective way to quickly staff doctors in much-needed posts.
Our business is a community and marketplace, not unlike a Match.com for doctors and hospitals. It needs to have a clean, professional look (not too stuffy or sterile like most medical websites) and must be drop-dead easy for doctors to use - they are not generally tech-savvy.
Our competition are traditional brick and mortar staffing agencies. They all have a web presence - all very 2001-ish look and feel, at best. Our logo needs to convey that we know the space but that we are doing an old business in a very different way. We are bringing Seth Godin creativity, iphone/android design and innovation, and Mark Zuckerberg vision to this sleepy, beleaguered niche and we are going to rock it!
Some keywords help you on your goal - Quality, professional, easy, simple, robust, strong, fresh, health, doctor, unique.
- Lots of white space
- Color schemes - red and white, green and white (like Ning.com) but open to other color schemes as well.
- clean fonts - Arial, Tahoma, etc.