The logo is composed of a dynamic and fresh combination of shapes and colors, which attributes to
a youthful brand. Costa Rica’s traditional educational system is very rigid, making the student lose
interest in a system that doesn’t fulll their needs. El Taller de Empresarios Juveniles Plus oers a
dierent way to develop their business career. Considering this situation, the logo was built with
elements focused on how the program is composed of a nontraditional way of learning. This brings
the entrepreneurs the possibility to build their own box of ideas and structure their business. The
iconic logo was thought as a representative element that shows in it's colors the dierent
approaches of the workshops, which makes it lively to promote in dierent applications. All the
aforementioned attributes bring this brand the possibility to adapt to dierent formats, as well as
surfaces and materials.
In motion. Dynamic. Adaptable. Three concepts that interweave to give birth to the message
communicated by the logo and brand. These concepts with the elements used (icon and typography)
allow for the independent use or implementation without loosing it's meaning. The identity
developed for the workshop has the strength to become a known brand because of it's simplicity and
meaning of its own icon. The box is simple, but communicates that its outsmarting the traditional
box, it is one that can adapt. Therefore, it has the power to evolve and be recognized by itself with its
geometric and dynamic forms. The brand shows the strength of the workshop without the need of
text, becoming a distinctive and top of mind brand in the life of young entrepreneurs.
Brief
To create a brand concept/identity that will build awareness of the importance of being a business
entrepreneur and to establish this as a new platform for teaching young people how to become
financially independent.
Key Message
Implementing the brand will create curiosity among our target audience, inviting them to sponsor this
initiative.
Target Audience
The main audience includes sponsors (companies and foundations) and school principals.
Deliverables
• Branding for the Teacher Professional Development Program
The logo, design and image should be used in different materials to demonstrate their applicability
and adaptability:
- Press advertisement
- Stationary: letterhead, business cards, press folder
- Posters
- Website/social media applications
- TV advertisement, with possible animated logo
The logo should be worked in full color, but also in one color only (black).
The design and image should be easily adapted in 3D for merchandising support (e.g. Notebook, iPad
cover, T-shirt, iPhone app, etc).
The logo should be internationally understood, memorable, ownable & distinctive.
It should not resemble nor copy other logos nor have religious connotations.
Client
Junior Achievement (www.jacostarica.com) is a non profit organization dedicated to education. It is
financed by corporations, foundations and individuals. Ever since Horace A. Moses, president of
Strathmore Paper Company, founded it in 1919, Junior Achievement has contributed to the economic
and business education of young people in over 1,000 communities worldwide.
Mission Statement
To educate and inspire young people to be successful in a global economy.
Principles
The principles that guide the programs at J.A. encourage students to demonstrate the following
characteristics:
• Be responsible for their own future
• Develop self-esteem
• Propose realistic, specific, and demanding goals
• Act in order to achieve those chosen goals
• Make decisions, take risks, persevere and to think big
In one word, to believe in themselves.
Core Issue
J.A. has a program called Taller Empresarios Juveniles Plus which seeks to empower young people to
form and manage their own real, small-scale companies by selling shares, assigning managers,
developing a market study, manufacturing and marketing a product, and keeping the accounting
records by using a website and the JA Cloud tool.
Main Objective
To support micro-macroeconomic development in order to increase economic welfare.
Opportunity
To encourage entrepreneurship in participants by providing economic and financial education by
connecting topics such as macroeconomics with business administration, among others tools that will
help them to become financially independent. Also, this initiative strengthens efficient teamwork and
inspires young people to be prepared for today’s economy and beyond.
Problem
Each year, J.A. needs to find new sponsors to finance the Taller Empresarios Juveniles Plus program.
The problem is that they do not have a brand concept/identity that allows them to properly promote
the program
