Logo + CI for a new food communication agency + photographic studio

VestaLaurenz

Consulterie + Fotografie

VestaLaurenz is a communication agency with focus on PR and Marketing especially for the food industry (manufacturers for retail and out-of-home market, catering, retail and media) including a photographic studio, where products and recipes are visually staged. We offer professional strategic consulting around marketing, brand/product PR and related communicative activities as well as performing these. Core competencies are consulting, concepts, food photography and the development of corresponding recipes.

Pinpoint communication and contemporary photography – especially in the food business – demand longtime experience and a deep understanding of target groups, branch and the communication channels available. For years, the founders of VestaLaurenz acquired their expert knowledge and established their network to advise and guide clients qualified, individually, solution-orientated and most of all reliably.
To underline the expert status, VestaLaurenz itself will be expanded as a brand. The professionals for food communication create own content and attractive offers for all food market participants.

Naming/origin
VestaLaurenz is a composition of two mythic/historic characters with special meaning for people related to food and cooking.

Vesta is the Roman goddess of home and open hearth (in the Greek mythology she is known as Hestia). Among others, she was worshipped by millers and bakers. In her temple in Rome, an eternal flame was burning and she is often shown with a burning flame or torch. In 1807, a large asteroid was named after her.

Saint Laurentius is the patron saint of cooks, bakers, confectioners, brewers, hosts and firemen. Initially, his name meant 'born in the city Laurentium' and was later reinterpreted according to 'laurus' as 'laurel-crowned' – the symbol of victory/victor. In his honor, every year thousands of cooks celebrate Laurentius Day around 10th August. The falling stars in August nights are called Laurentius‘ tears in colloquial speech.

Consulterie represents one of the core competencies of the agency, consulting. The ordinary word is modified with the ending 'erie', which in the French language is common for various offers around food and drink: boulangerie for bakery, fromagerie for dairy, boucherie for butchery or Hôtellerie for hotel industry. Consulterie emphasizes the close link to food business.

Target groups
VestaLaurenz services equally aim at small, medium-sized and large companies as well as start-ups in the food industry and related branches – especially at manufacturers for retail and OOH-market, catering, retail and media.

[German briefing available upon request!]

I'd like to explore the following colors:

Let designers make suggestions:

Requirements Logo
We are looking for a word and design mark for the agency 'VestaLaurenz Consulterie + Fotografie', the core element should be usable as an Icon.
The word and design mark represents:
- expertise
- value
- reliability
- sympathy
- timelessness
- food focus (as appropriate)

The icon:
- compact form
- easily legible font (sanserif preferred, cursive handwriting permitted, but no calligraphic font)
- optionally, integration of slogan 'Consulterie + Fotografie'
- usable in 4c and b/w (if possible: 2c suitable)
- to be used for business cards, business equipment, in presentation slides, as watermark, stamp, Thumbnail/Icon in web browser, Website header

Elements + colors:
- no red shades!
- no loud/extensive square or triangle
- show no Chef’s hat, wooden spoon or plates to illustrate food relation
- The word and design mark 'VestaLaurenz' works as stand-alone as well as in combination with the slogan 'Consulterie + Fotografie'
- The mark should use 1-2 intense core colors, compatible with food
- Please make sure that RAL-/Pantone colors are available for all core colors
- The polygon look does not appeal

Corporate Identity package
Business cards, letterhead, envelope and Facebook cover picture attract attention, are sympathetic and downright professional. Design elements are developed to match the colors and style of the logo and can be easily adopted to further CI requirements (e.g. website, PowerPoint master, advertising, promotional tools)
- The business card contains all essential contact information. The layout does not have to be classy, but should not appeal too playful. Matching the logo, additional icons for Telephone/Fax/E-Mail may be designed
- The slogan 'Consulterie + Fotografie' represents our core competencies and should be used
- The design of the letterhead has to leave enough printing area for inside address (according to German standard for window envelopes) and longer letters – space precedes design! Contact information, VAT ID, bank account details, Commercial Register Number etc. are mandatory
- Chose a light basic color for the envelope, so that it can be printed on directly
- The Facebook cover picture is focused on image and reflects the food competence. The slogan 'Consulterie + Fotografie' can be used. If the logo icon is usable as a profile picture, it should not be reused in the cover picture
- Special colors may only be used if a suitable CMYK/RGB-substitute is available
- Recommendations regarding print finishing (e.g. spot coating) are appreciated