This is the design brief for a rectangular logo to be used online and in printed collateral. The tagline for the brand will not appear within the logo design (for now). The design must be simple since online positioning of the logo will often be 60 pixels (height) by 100 pixels (length).
The “Authentic” brand is an upscale, healthy food concept targeting office professionals. “Authentic” attempts to source food locally, use pasture raised animals, and use ingredients that are healthy and popular within the wealthy / healthy community.
The logo design should include (at most) three colors. POM (POMWonderful.com) does a great job capturing its brand and logo in three colors with a heart shape inside the “O”. POM conveys that its product is healthy in a very simple way. Whole Foods (WholeFoodsMarket.com) also does a nice job demonstrating that it is healthy, again with a simple approach. These are excellent examples of brands that achieve a minimalist approach to demonstrating that they are healthy.
The goal for the “Authentic” logo design is to appear healthy but also to give the feeling of being a luxury product. POM and Whole Foods use less luxurious font styles that convey “fun” instead of luxury.
To achieve the upscale look for “Authentic” the preferred font style would be similar to font styles used by European fashion houses such as Chanel, Versace, or Louis Vuitton. The font style used for Abercrombie & Fitch is also nice.
I am not looking for animation, cartoon characters, stock images, farmer’s market signage or vintage farmer. I want a contemporary, upscale, trendy and healthy look. The word “Authentic” should appear crisp, clean, upscale and very easy to read. The healthy association should then be simple and minimalist like the brands referenced above.
The final product must include the original logo design as well as a black and white (B&W) version. The final product must also include both the original logo and the B&W version in a file measuring 60 pixels in height by 100 pixels in length.