**A few brief points:
The logotype needs to sit well over a background hero image (perhaps reversed out) and also sit well on a white background. Closest competition is apartmenttherapy, houzz, Livingetc, so we need a look distinctive from them. We need a standalone logo that can also be a fav icon in ideally several colours, similar to the Habitat or Airbnb logos eg an i in an outline of a house. We are open to whether the logotype is all caps, all lower, two words, one word, but note the double meaning: The idea list = The Idealist... so work with that.
** More detail:
Design a standalone logo and fav icon to sit alongside the logotype. The kind of thing I have in mind is like the Habitat house/heart or Airbnb roof/heart logo.
Lots of white space seems a bit over used; if you can find an alternative with grey, or use of light pastels, please try it. Definitely not lots of reversed out text on black or blue though, except that the logo need to be able to sit over a hero image.
Please include a logotype we can use across the site and in other collateral. The site is:
we don’t have a view on whether it should be styled as
The IDEA List
the IDEALIST etc
So please try out some different design directions. But note that the treatment should emphasis the word ‘idea’ in idealist, through use of color or something.
Likewise I’d like thoughts on a sans serif and serif font; one for headers etc, one for body text. Not sure which should be which, but we need to find something different from the reference sites so it doesn’t feel ‘me too’.
End users are design-conscious middle-income web-savvy customers happy shopping online and heavy users of Ocado, John Lewis, Habitat, IKEA.
Customers are looking for high quality furniture and design pieces. They are aspirational shoppers that want to move beyond high street familiar offerings and stand out from their friends.
They travel widely on city breaks and to Europe; aspire to second homes in the countryside in Cornwall, Suffolk, the Cotswolds, France or Italy. They want high quality family-friendly pieces that won't break the bank, but don't look cheap. They are Great British Bake Off, not Coronation Street. They are Guardian, BBC, Channel 4, not The Mirror. They won't admit to the Daily Mail, but devour celeb news and features and celeb homes.
*** Note on the attachment: we have chosen this Wordpress template (on the uploaded file). The fonts can be changed, but this gives you a sense of the aesthetic that the logo needs to sit with. If possible I'd like to dial back on the chintziness, so don't feel it needs to be cod Victorian style. *Wallpaper is a good aesthetic to target.