The target market is predominantly female and aged 25-55. They may live in a period property. Their main focus is on their home and family, yet they will also be interested in design and fashion. In recent years their spending habits will have changed from focusing on fashion and beauty to the home and family.
They are becoming more ethnically-conscious and have recently increased their number of online purchases due to time constraints.
Their buying decisions are influenced by colour and pattern.
The logo needs to be feminine, clean, easy to visualize and remember.
It needs to protray that is a retail brand, selling fashion, it must not look like a bank or financial institution!!!! Do not simply think that using a colour, will be enough to convey this. We want a funky design, which looks like a global brand rather than a sole trader.
It needs to communicate that the brand is a design-led, boutique business, yet is still suitable for a global market. (Anthropologie is a good example of a brand which has a global presence yet has managed to maintain the feeling of a boutique store).
The logo needs to work on a website, shop front, business cards and promotional flyers. (If we are happy with the interpretation and standard of logo designs we receive then we will be launching later contests for these other designs).
A section of the logo must also be suitable for using on a webpage shortcut icon.
The website will have a clean, magazine feel, using a palette of colours, so it is important the logo compliments this look.
We also want to incorporate black outline drawings in the border of the website so the logo needs to fit with this style, (see attached examples).
The logo needs to have an Edwardian/1940's feel, we have attached wallpaper designs from this period for inspiration, (particularly for a possible motif).
We like either:
a) Simple clean fonts with added interest coming from a motif and or "&" sign, or making a feature of "V+T". Please refer to example 5.
b) Simple fonts with the interest coming from a border see examples 7+8 on attached document.
c) Typewriter faded font, probably all in black and a small size. See examples 1,3+4 on attached document.
d/) Romantic swirly, feminine fonts, see examples 2, 7,9,10 on attached document.
It is important not to use any harsh angles or angular shapes as these feel more masculine.
We really like the idea of having a motif, but it needs to look something recognisable, e.g floral design, bird, heart etc.
See wallpaper designs on the attached document for inspiration.
Another idea is using a border like no 8+9 in the attached document.
Finally, the baseline of the words; "Violet", "Thistle" must be level, also these words need to be in the same colour. However, if a motif or "&" sign are used then these can be in a different colour to the words; violet, thistle.