• US$160

• 54 designs

• 19 designers

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Logo Design Brief

We need a logo design for an established chain of card and gift stores in Columbus Ohio. We are currently Hallmark Gold Crown stores, and operate under the name Lair's Hallmark. Historically, our business model involved carrying dominant Hallmark product departments, so it made sense to have Hallmark in our name.

Today, the Hallmark brand isn't as important to our stores, becoming more of a department than a major vendor. In our industry, there is a growing need to improve our customers' perceptions of our stores, by either dropping (or at least reducing the prominence of) the Hallmark name and brand from our logo.

As we approach our forty-fifth year of continuous operation, we are well known and regarded in our communities, both for the quality brands we carry (Vera Bradley, Nora Fleming, Spartina 449, Willow Tree, etc) and for our commitment to giving our customers extraordinary shopping experiences.

We are traditional but forward-thinking in our approach to retail. Our customer base is mostly female, aged 40-75, well-educated and informed.

Our Logo should convey a modern but feminine impression, instantly communicating the confidence that the customer will find the perfect card and gift for any occasion or recipient.

The Rachael's Gifts logo shown below incorporates the look and feel of what we're after, although we don't want to copy their font or colors. The Paper Store logo is another well respected retailer in our industry. The Woolworth logo shows some dimension, which we like. Finally, the Hallmark Gold Crown logo at the bottom appears as it is required by Hallmark.

Target Market(s)

Mostly female, caucasian, age 40-75 years. Upper-middle to upper income, educated and informed, involved with celebrating and observing social expression life events like birthdays and holidays by interacting with friends and family.

Industry/Entity Type

Store

Logo Text

Lair's + Hallmark Gold Crown logo + tag line

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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

• Our logo must include our store name, which is Lair's. It must convey a sense of confidence and style in a modern but traditional way. The successful logo must be translatable to several applications, including marketing pieces, in-store signs and exterior branding on the front of our stores.

Nice to have

• It would be nice if the Hallmark Gold Crown logo could be incorporated in a way that doesn't overpower the rest of the logo, and in such a way that it could be removed in the future with a minimum of revision to the logo.

Should not have

• Overly busy or complicated font styles or graphics.

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Files

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