• US$440

• 238 designs

• 20 designers

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Logo Design Brief

We are a start up company in New Zealand providing vehicle fleet consulting services to organisations in the private and public sector. Our name is Optimal Fleet Solutions Limited (OptiFleet). Over the next 2 years our company will move into the development of cutting edge fleet technology solution development but currently our core business is to understand how organisations currently purchase, manage and dispose of their vehicles, we then map this against best practice to show them where they can improve. We help organisations to reduce cost and risk, and be more sustainable when managing their fleets.

The final design should reflect a modern, business savvy, fresh and dependable organisation. Our consultants are vibrant, young and knowledgable people so the brand should reflect this by using a colour or having an element that sets it apart from other suit and tie consultancy firms.

We like the mix of colours used in the City of Melbourne logo attached below. The green and blue represent sustainability and dependability. Other highlight colours also bring a fresh element so one other complementary 'pop' colour could be used as well. We also love how this design seems to glow which makes it feel shiny and fresh. We also like the colours used in the Meridian logo. We would like to keep the number of colours used to a maximum of 3 or 4 to limit printing costs.

While our original brief suggested the use of a Planetary Gear Set graphic would be a good metaphor for our services, designs using this as inspiration were not received well by our first focus group. The gear images were not translating as "vehicle" or "fleet" but more as engineering.

Regarding the fonts, we would like to have a sans serif font that is curved as opposed to square as we want it to look modern, rather than "computery". Examples are provided below in the ColourFruit example and Environment Solutions. The font should not be too wide, nor too narrow just a nice balanced font width.

We would like a graphic that is dynamic, so the use of 3D or other techniques to represent this is appealing to us. Examples, Ultrasound Solutions and City of Melbourne attached below. It would be nice to have a logo symbol that could be recognised as ours, even without the OptiFleet text, so we could it to apply to other sub-brands as they are developed. The graphic must be clean and modern and ideally should have an element that makes it unique to us, with a subtle reference to vehicles or fleets.

Further to our original brief, after seeking feedback on the designs submitted to date, the following comments were given:
Use of too much dark blue, eye shaped graphics and rounded square font reads medical or optometrist alongside the "opti" component of our name.
Use of gears symbols doesn't read vehicles/fleet, but engineering.
Use of square, computer based fonts looks dated.

We have our first deliverable due to a client in only a fortnight so we're really keen to get to an outcome on branding this week, so any ideas you can throw at this would be greatly appreciated! Many thanks.

Target Market(s)

Chief Executives, Fleet Managers, High Level executives in private and public organisations with 20+ vehicles

Industry/Entity Type

Sustainability

Logo Text

OptiFleet

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Logo styles of interest

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• Modern, fresh and clean design. Not too busy or complicated. Sans serif fonts with clean lines that complement the logo image. Possibly a 3D component to the graphic only (not text - see City of Melbourne, Ultrasound in motion examples where font is flat but image is 3D). A graphic with fine or etched lines (Meridian or Environment Solutions) or shattered/optical solid 3D shape (like City of Melbourne), a stylised/abstract representation of the planetary gear set or something that represents vehicles and fleet.

Nice to have

• Clever inter-relationship between image and text

Should not have

• Too many colours. Old style or serif fonts.

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Files

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