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Logo Design Brief

AQ Development Ltd. Logo Design Competition – Design Brief
Company Overview

AQ Development Ltd. is a new company entering both the commercial and residential real estate markets. Our projects include modern commercial spaces, residential communities, and long-term property developments. We want a strong, memorable brand identity that can represent us across multiple platforms and products.

Design Direction

Core Concept

Create a logo that integrates the letters “A” and “Q” into a single, unified mark, similar to how the attached example combines “e” and “Q.”

The design should communicate professionalism, trust, and modernity, while being approachable for both commercial and residential buyers.

Style & Versatility

The logo should be clear and simple, ensuring legibility at both large and small scales.

It must work across print and digital platforms, including websites, signage, and social media.

The design should also adapt well to stitching and embroidery (hats, jackets, uniforms), so avoid excessive detail or thin lines.

Font & Typography

Favor modern, clean fonts that balance professionalism with approachability.

Avoid overly decorative or script fonts.

Colors

Use a professional, timeless palette that appeals to a broad consumer group (both commercial clients and homebuyers).

We encourage designers to explore combinations of:

Blues/Greens (trust, growth, stability)

Neutrals like grey, white, or black (professional, versatile)

Accent tones that add warmth (for residential appeal) or strength (for commercial appeal).

Recognition

The design should be instantly recognizable as AQ Development Ltd.

Consider how the logo will look on billboards, business cards, hard hats, and stitched apparel.

Deliverables

A primary logo with the integrated “A” and “Q.”

Variations:

Full color

Black & white

Reversed (white on dark background)

File formats: AI, EPS, PDF, PNG, and JPEG. Also include Stitch Ready format.

Evaluation Criteria

Designs will be judged on:

Clarity & Versatility – Does it work across all mediums and sizes?

Creativity & Integration – Is the “A” and “Q” combination clever and unique?

Brand Fit – Does it reflect both commercial professionalism and residential warmth?

Timelessness – Will it stay relevant over time?

Target Market(s)

1. Commercial Clients Business Owners / Investors: Companies seeking office, retail, or industrial spaces. Developers & Partners: Other real estate firms, investors, and contractors looking for joint ventures or property investments. Institutional Clients: Banks, government agencies, or large organizations that require long-term commercial leasing or build-to-suit projects. What they value: professionalism, stability, financial trust, and a strong corporate identity. 2. Residential Buyers Homebuyers: Young professionals, growing families, and retirees seeking reliable, well-designed homes. Real Estate Investors: Individuals or groups investing in rental properties or multi-family developments. Community Stakeholders: Local residents and associations interested in livable, sustainable neighborhoods. What they value: approachability, warmth, lifestyle appeal, and trust in long-term quality. 3. Overarching Target Traits Across both commercial and residential, your logo and brand should appeal to: Professionals (25–55 years old) with disposable income or investment capacity. Middle-to-upper income groups looking for stability, growth, or a place to call home. Decision-makers who want a brand they can trust for serious investments but that also feels modern and approachable.

Industry/Entity Type

Real Estate both Residential and Commercial

Logo Text

AQ Development Ltd.

Logo styles of interest

Emblem Logo

Logo enclosed in a shape

Lettermark Logo

Acronym or letter based logo (text only)

Font styles to use

Serif

Sans Serif

Colors

Colors selected by the customer to be used in the logo design:

Look and feel

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

Requirements

Must have

• Integrated “A” and “Q” The design must creatively combine or overlap the letters A and Q into one strong, unified logo mark (similar to the sample “eQ” logo you provided). The integration should feel natural and modern, not forced. Clarity & Scalability Logo must remain clear and legible when scaled from a billboard down to a business card or embroidery on hats/jackets. Avoid overly thin lines or intricate details that get lost at smaller sizes. Professional + Approachable Balance Must appeal to both commercial clients (professional, reliable, strong) and residential buyers (warm, approachable, trustworthy). Should not look overly corporate or overly casual—find a middle ground. Color Palette Use colors that work across both markets: Professional core tones: navy, teal, dark green, grey, or black. Accents for warmth or strength: muted gold, copper, or neutral beige. Logo must also work in black & white and reversed versions. Typography Clean, modern, sans-serif or geometric fonts that convey trust and timelessness. Avoid script fonts or overly decorative styles. Brand Recognition Design should be instantly recognizable and versatile enough to become a brand icon (usable even without the full company name). Should stand out in the real estate industry while staying timeless. Deliverables Primary Logo (A + Q icon + company name “AQ Development Ltd.”) Icon-only Version (just the integrated A + Q, for embroidery, favicons, etc.) Color, black & white, and reversed versions. Final files in AI, EPS, PDF, PNG, JPEG.

Nice to have

• AQ Development Ltd. Logo – Nice-to-Haves Subtle Real Estate Elements Incorporating abstract shapes that hint at buildings, rooflines, skylines, or growth without being too literal. Clean geometry that suggests stability, upward movement, or structure. Symbolic Depth Design elements that can represent: Growth / opportunity (arrows, rising forms, open spaces). Community / connection (overlapping shapes, circular balance). Innovation / modernity (minimalist, futuristic touches). Versatile Layouts A logo mark that can work standalone (just “A+Q”) but also combine seamlessly with the full company name. Horizontal and vertical layout options for different applications. Memorable Accent Color A unique secondary color that makes the logo pop (e.g., muted gold, copper, or a fresh accent) while still being timeless. Helps with brand recall in a crowded market. Negative Space Creativity Using negative space between the A and Q (or inside the Q) to subtly create imagery—like a door, window, or building silhouette. Motion-Inspired Shapes Curves, lines, or diagonals that suggest forward progress and dynamic growth. Gives the brand a modern, forward-thinking feel. Tagline Integration Option Space/design that can incorporate a tagline if needed in the future (e.g., “Building Spaces. Creating Value.”).

Should not have

• Overly Literal Real Estate Icons No clipart-style houses, rooftops, skyscrapers, or keys slapped into the logo. The real estate focus should be subtle and abstract, not cartoonish. Complicated or Overdetailed Designs Avoid tiny lines, textures, or effects that won’t scale well on embroidery, small print, or digital icons. No gradients that make stitching or printing difficult. Trendy but Short-Lived Styles Avoid overly futuristic, gimmicky, or “techy” looks that may feel outdated in a few years. Must be timeless, not chasing trends. Script or Decorative Fonts No cursive, handwritten, or overly decorative typefaces. Typography must stay clean, modern, and professional. Unprofessional Color Choices Avoid neon, overly bright, or childish color schemes (e.g., hot pink, lime green, or rainbow gradients). Must work in corporate and residential contexts. Complex Lettering That Loses “A + Q” Don’t distort the letters so much that the A or Q becomes unrecognizable. The integrated letter mark should stay clear and legible. Overuse of 3D or Shadows No heavy bevels, drop shadows, or 3D effects that reduce clarity. Flat or minimal dimensional hints only. Copycat or Generic Logos Avoid designs that resemble stock icons, generic real estate logos, or too-close imitations of the provided sample. We want originality and uniqueness.

Files