Coaching Zone Logo Creative Brief 

 
This brief is for a new logo for AIIR Consulting’s software platform, Coaching Zone. 
 
Goal:

To develop a new logo for our software platform.  

 
What We Need:

A flexible logo that conveys our personality and works well both digitally and in print. It should 
be a full-color design but should also work well as a knockout version.  
 
Background:

AIIR Consulting (aiirconsulting.com) is a global executive coaching firm dedicated to building 

amazing leaders. Up until recently, this platform has had different names for different users: 
Enterprise Coaching Manager (for HR professionals), Coaching Zone, and Team Zone. 
Everything will now be consolidated under the name “Coaching Zone.” 
 
The previous logo for Enterprise Coaching Manager looked like this: 
 

 
The “bars” in the “E” represent MEASURING RESULTS, one of the key features of the 
platform.  
 
Competitive Research and Context:

Recently, more coaching apps have started to hit the market. Some Competitive platforms
include:
What makes Coaching Zone DIFFERENT is that it is delivered by world-class executive
coaches. We believe that the quality of the coach is an essential element in leadership
development that can’t be replaced by technology or Artificial Intelligence (AI) alone. We also
measure results instead of just making you “feel good.”
 
Target Audience:

The audience here is multilayered. We are thinking about three types of users: 
1. Talent Development professionals. These are HR leaders that buy leadership 
development programs for their organization.  
2. Coachees. These are leaders that are receiving coaching so that they can become 
better.  
3. Coaches. There are experienced professionals that guide leaders in their development 
through coaching services.  
 
Tone:

The tone of the main AIIR brand is: 

● Inspirational 
● Sophisticated 
● Sharp 
● Smart 
● Polished 
● Hip 
● Modern 
 
The tone of Coaching Zone will also be: 
● Technical 
● Scientific 
● Results-oriented 
● Powerful 
 
 
 
Additional AIIR Brand Information:

The AIIR logo family includes the following: 

 
 

 
 
 
 
 
Our style guide may be found here:  
https://www.dropbox.com/s/imclwbi26lbpb9t/AIIR%20Brand%20Standards%20Guide.pdf?dl=
0 
 
We are open to an extended color palette for Coaching Zone if it is complementary to our core 
brand.