E-Types is deciding whether to submit a classical or edgy design for a logo competition. Submitting the classical design has an 80% chance of winning but does not fit their goal of being different. Submitting the edgy design only has a 20% chance of winning but aligns with their goal and would make employees happy. E-Types should submit the edgy design to represent their identity, even though success is less likely, as it will gain them respect and attract similarly minded clients in the future who want something different.

1. E-Types
By Asif Hossain
CAPSTONE PROJECT

2. Options for E-Types with pros and cons
Submitting The Classical Design
Pros:
 80% chance of winning
 Getting money as
reward
Cons:
• Not suited to their idea,
“Smash the world”
• Employees would be
unhappy as they want to
be different
Submitting The Edgy Design
Pros:
 Suits their idea
 Employees would be happy
if they win the competition
.
Cons:
• Only 20% chance of
winning
• Rejection may reduce the
rate of getting other
projects
Submitting the Both Designs
Pros:
 Gives them a better
chance of winning the
competition
Cons:
• It resembles that they are
not totally inclined to
their idea of smashing the
world.

3. Design that E-Types should submit:
 E-Types should submit the edgy design and attach to it as this idea represents
their story , their identity and their view of smashing the world.
 They still have a 20% possibility of winning the competition by TD. It can bring
them some money as well as lots of other projects.
 Yet, losing the competition will not bring them money. But it will bring them
respect and they will have the chance to show their idea before judges and TD ,
which will in future bring similar minded clients who want something different
and want to showcase their identity in their logo.

4. Strategies for E-Types for Going Forward
As E-Types is an ambitious company and they want to grow, only edgy design
will not bring the expected growth. As to this case, they can make a combination
of two approaches for short terms . Such as; 80% of their works can be edgy
approach while other 20% can be traditional approach . This may contradict with
the case for not showing the judges the classical design . But it is very important
to spread their idea that they have something different in mind.
E-Types can not accept all clients while being inclined to their idea. In that case
, smaller clients can be turned down sometimes depending on their future
status, possibility of reaching global market and aspect of their project.

5. ( continued)
Whether their approach will be edgy or traditional will vary from client to client and project
to project.
As for medium term strategy, spreading their idea is a very important case as it is the story
and vision behind the company which attracts the clients and will inspire them to rely on E-
Types. It will grow reputation for E-Types and bring more clients.
As for the long term strategy, once the reputation is built , E-Types can take only edgy
approaches and go forward with their idea of smashing the world while having sufficient cash
flow. At that time, they can turn down clients who want classical approach for their design.
Convincing the clients will be quite easy for E-Types at that point as they will gain reputation.

6. Thank You
Regards
Asif Hossain
asifhossaintamim@gmail.com
Bangladesh University of Engineering and Technology
Dhaka, Bangladesh