Demographics: 18-35; Female; Mostly urban
Psychographics: Higher end hipster urban chic. Think super hip Williamsburg, Brooklyn or Lower East Side / East Village boutiques.
Slogan: Choose Independent Fashion
Smart - in the English sense
Less is more
I've attached a screenshot of our latest splash page. Your job is to replace the logo. Here's the deal. This is our big middle finger to Gilt Group (overstock of big brands) and Etsy (way too many amateurs and way too much crap to sift through). We aim to offer another direction focusing on incredibly talented independent designers from around the world, and we need a logo that immediately says we are independent, high quality, and rebellious but in a graceful way. Almost passive aggressive. Less is more. The logo should just be the word, no image, and should match the photo's feel but be versatile enough to work on different photographic backdrops. Bring your best because we've too far to settle for a second rate logo. Win this and we'll be sure to recommend you to any of our startup friends in Silicon alley and valley looking for designers.
The logo you come up with will conjure images of a headline on techcrunch stating "Vogue partners with FadMashion to increase foothold in high quality independent design sales".. and our logo represents exactly that. You look at it and its ultra hip and chic without being corporate and is clearly the go to feel for high quality independent designers.
Forget other logos. We're done sending examples. Come up with something from your gut that clearly states the above and we'll love you for ever.