SALES IS HARD CO. – LOGO AND IDENTITY DESIGN BRIEF

CONFIDENTIAL UNTIL LAUNCH
The company name below has not been announced yet. Please don't share it, post it publicly, or use it in your portfolio until we say so.

THE JOB IN ONE LINE
Design a logo system for a new company name: a primary logo, a horizontal version, and a small icon that works everywhere from a browser tab to a hat.

ABOUT US
Sales Is Hard Co. builds sales systems for owner‑led B2B companies in Ontario and then stays to coach the team until those systems stick. We're a small, hands‑on firm. The founder spent most of his career running teams inside businesses, and the work happens on shop floors and in sales meetings, not in boardrooms.

Who we're talking to: owners of B2B companies, usually $5M and up, many in manufacturing, distribution, trades, and industrial services. They're practical, skeptical of consultants, and allergic to anything that looks corporate or slick.

Brand personality: blunt, warm, practical, and a little irreverent. The name says what owners already feel. The brand should look like it means it: solid, confident, and plain‑spoken.

Our line: "Sales is hard. We stay for the hard part."

THE NAME
Sales Is Hard Co.
The logo can read "Sales Is Hard" without the "Co." We use "Co." in formal settings like contracts and proposals. The name is a statement, and we like that. We'd like the logo to feel like a statement too.

WHAT WE NEED
1. Primary logo. Used on social, merch, presentation covers, and signage.
2. Horizontal version. For website headers, proposals, and email signatures.
3. Icon. A small standalone mark for LinkedIn and social avatars, the website favicon, embroidery on hats, stickers, and small merchandise. This will be used more than anything else, so it matters most.

All three should clearly belong to one family.

PREFERENCES AND STARTING POINTS
- Colour: we currently use navy (#151D2C) and orange (#EA774B) with a cream background (#FFFDEB). We like this palette.