• US$160

• 107 designs

• 45 designers

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Logo Design Brief

Our company is called "TOUGHER." We need a logo design for a new brand of workwear designed for women who work in the field, backyard, and shop. These are women who are farmers, ranchers, wild land firefighters, field researchers, construction workers, etc. They are our Makers, Doers, Growers, and Builders. Our apparel is designed to provide functionality for hard labor activities, safety, and an updated fit that makes the apparel fit and look better for women. Our initial product is a work pant for women. We would like to see designs in warm color palettes and absolutely no pink or pastel colors. The final design should communicate inner and outer strength and represent the badass women who work hard and have both a hardness and softness about them. Lastly, the design should communicate that this is not a heritage brand or a midwestern brand like Carhartt. This is a Pacific Northwest, Oregon, brand that is refreshing a mature, male-dominated market. Attached are words that women users associated with women who use workwear.

Target Market(s)

Our target market is comprised of two segments: (1) women in professional hard labor occupations, such as farmers, ranchers, wild land firefighters, field researchers, construction workers, professional brewers, etc., and (2) DIY- women who enjoy home improvement projects, community gardeners, and backyard farmers.

Industry/Entity Type

Womens Clothing

Logo Text

TOUGHER

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Logo styles of interest

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Font styles to use

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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

• A visual object that could stand alone and represent the brand on small areas of the garment like pant buttons or clothing tags. An example is the sanscript yogi symbol prAna uses for its apparel.
• Women view workwear as an extension of their tools to get the job done. It's not about fast fashion. The logo should properly put the brand in the realm of that consumer insight.
• Women still want to look like women when wearing work clothes and be seen as attractive or cute. Given the name and rugged appearance of the clothes, the logo should counterbalance the masculinity affiliated with look of workwear and name.
• Like the brand name "TOUGHER", it should exude strength, power, badass women
• Warm color palette.

Nice to have

• Some design options where the "HER" in "TOUGHER" is emphasized in some way to denote that this is a brand for women.

Should not have

• Pink or pastel colors (i.e. traditional "feminine colors)
• Tools shown in the logo.
• Italics stylizing the "HER" options or having "HER" physically separated from the word "TOUGHER". These two stylistic options did not test well with product users.

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Files

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