1. Basic info:
This brief provides the info and criteria to create a logo for 12 brand new self-catering villas (fully furbished) in the south of Italy (region of Puglia). The villas brand name and company name is seavillaz.
Seavillaz is getting launched in the market with the purpose to gather bookings starting from this upcoming spring/ summer for holiday rental accommodation.
The logo will be the distinctive element that will identify seavillaz on the brand website, on affiliates, brochures etc. Therefore the logo has to embody the values of the product given by the houses and its location (sea, sun, good food etc). The villas are located in a seaside town in one of the sunniest part of Italy with incredible coastline and sighting at your doorstep. The mission is to give a sense of quality, authenticity and stylish although not luxurious.
Also the basic criteria of readability and simplicity must be respected.
2. Project Objectives:
What is the purpose of the logo project?
The purpose is to create a logo is for a new brand business and should identify the product.
The logo needs to work on online and offsite assets. The primary objective is to incentive people to book the villa by conveying the product and surroundings’ value which are:
Product: quality, brand new building, close to the sea, home feeling
Surroundings: beaches, sunny, sightseeing, authenticity, heart of Puglia, south of Italy, getting back to nature
3. Product or Service Description:
The 12 self-catering villas are detached and quite generous in size, situated in a quiet cul-de-sac. Each of the luxury self-catering villas its own entrance, private gated parking, garden and terrace. Its layout includes three bedrooms (2 double bedrooms, one single bedroom) and two shower-rooms, in addition to an outside shower (see attached pictures).
Although these are still a work in progress, here it is the SMP and tagline
Single-minded proposition: There is vacation and vacation. For the lovers of home feeling, crystalline sea, and quietness when in vacation, Seavillaz offers you to stay in stylish self-catering villas in the heart of Puglia.
Tagline: self-indulgence on the southern Italian coast
What attributes would you like your logo to reflect about your business?
I would like to convey key feature of to what the landscape and surroundings in Puglia are like, in that one can find sun, sea, home feeling, location, getting back to nature and the product differentiators.
Who are your customers?
Prime prospect: I am targeting initially British/Irish couples with kids looking for a relaxing holiday
Secondary audience: Also I would like to be appealing for event such as family reunion, business outing and bachelor party for also American, German and Nordics/Dutch. I am not targeting high effluents or luxury travelers which may prefer finer accommodation solution, but middle class who like fine things in life such as good food and nice beach time at affordable price and do not mind also cooking at home every now and then and spend some good family in the unspoiled nature.
Do they already know about your product or service? They don’t know about seavillas but they are looking for villas where to spend their next warmer holiday or may be aware of self-catering villas in the south of Italy but not necessarily knowledgeable about Puglia per se but love authentic and less touristic area, they want a comfortable accommodation for the family (or group of people) with more space and privacy and like to scout out new places.
What motivates them? Why do they want this product? Seavillaz customers prefer to experience some home feeling when in vacation with the family, in specific:
• be close to the beach (10 minutes walking distance), but also being close to local attraction, outing activities
• have some outside space like a garden or off-street road ideal for kids to play, bike or walk around
• live the authentic Italian life in an unspoiled part of Italy (Puglia)
• have an affordable/good quality solution to accommodate the family/group.
Who is your competition?
The competition ranges from the whole south of Italy, known for the incredible crystalline water, but given the low awareness of the region Puglia, people will look for the south of Italy) to other sunny region as Greece, Spain and south of France.
It is difficult to find an owned directly by the owner type of site/business. Normally there are affiliations and aggregator sites covering villas by the beach (like James Villas) or specific type of accommodation in the south of Italy such as masseria (farm/country house) or the typical houses called ‘Trulli’.
Competitors’ sites can be grouped in two buckets, seavillaz logo should fall into the second one and be distinctive of the location:
Sites including a section for Puglia:
http://www.homeaway.co.uk/ (targeting British)
http://www.jamesvillas.co.uk/regions/puglia/ (villa holiday site with a section for Puglia)
Local site that features only options in Puglia:
http://www.pugliaholidays.co.uk/ (about Trulli and therefore specific for Puglia’s region)
http://www.pugliaholidayrentals.com/ (different type of accommodation in Puglia)
How are you different from them?
• Located in an unspoiled part of Puglia
• Closeness to the sea (10 minutes walking)
• Newly villas finished at high standard, with spacious garden and off-street area for relaxation and kids play space
• 12 identical accommodation for bigger group, giving more privacy
• More conveniently located to water, restaurants, shops but keeping tranquility (variety of options for outing and food options for parents and kids)
What do the competitors logos look like?
They normally have the business name with some color/visual decoration to it. They are not particularly creative, with the use of predominantly purple, blue and green - do not convey quality, fine taste. I would prefer something more creative but can speak for itself, no purple.
Are there any production considerations? I would like to use some colors combination with convey quality, sun and sea destination. It is needed a high resolution format for print and low resolution format for online, such as website.
How will the logo be reproduced? The logo will be used on the web – proprietary site and affiliation - across all devices (desktop, mobile, smartphone, and tablet), offset printing, business card, letter head, email banner, social platform and brochure. Keep in mind that it can be resized therefore it should be clean and simple to be easy to use in each of the instances outlined above.
6. Creative Considerations:
What limitations or constraints do we have? The website will be live on the 31th of January; therefore the logo should be available by then. Please produce some mock ups to see the logo in situ, at least for a webpage and an offline brochure/leaflet.
What are some logos you like/dislike? I like the combination of business names (especially if self-explanatory) along with some more creative combination. Do not use purple color.
Do you have any colors in mind for your logo? Open to receive suggestions here as don’t have a favorite color. I would like to see something clean but creative and illustrative. I like red/orange as gives a sense of warmness or blue for the sea – but not mandatory
Do you have any specific images or icons in mind that you would definitely like to see incorporated into your logo? See attached red sun (Logo examples file).
7. Most Important Point:
Most communications leave only one overall impression. Is there something specific the viewer should remember about the company after seeing the logo? Warm vacation, relaxation, sea time, authenticity
8. Budget: TBC – looking for advice on time required based on the above requirements
9. Deadline: 31th January 2013