First of all, thanks for helping with our logo! Our team of experienced entrepreneurs is excited to see what you come up with. :)
Our Brand Personality PDF is attached. This new logo should fit our brand personality to a T. Please use our brand personality descriptors to guide your work and not the ones above (i.e. "What values should your logo communicate?").
Our typefaces are Open Sans (primary) and Kaushan Script (accent). You are not limited to those typefaces in your logo design, but your choices should harmonize with our typefaces.
We're asking that you work in grayscale at this point. While we do have a color palette, we really want to focus on the graphic design of the logo itself and apply color afterwards.
Format and Footprint:
We're looking for a "pictorial mark" (i.e. wordmark with icon). Ideally the icon would be on the left and the wordmark on the right, but we're open to other formats if they work well.
The logo image should make use of a dog holding a hat in its mouth. As with all these guidelines, we're open to other ideas (just a dog, just a hat, etc) but we believe that a dog holding a hat in its mouth conveys the right message about our brand. This image should be illustrated with vectors, not photorealistic. Thus, it will likely be more abstract. The dog should look like a Labrador Retriever. The hat should be fairly generic looking (i.e. no sombreros or viking helmets) so perhaps a business hat of some kind. (We've attached some examples of dogs and dogs with hats for general reference.)
If you have any questions, don't hesitate to ask! We want to make sure our logo project is clear. :)
The team at 17hats