Design project -- 2

I need a logo designed.

Clean Earth Pantry

Design brief: Visual identity basics

17 August 2018

Prepared by:

Contact details for responses - [Removed by Admin - please see Section 13 of our Terms and Conditions]


Clean Earth Pantry is a new business set up by Abi Andrews and Amelia Dowty.

Based in Berkhamsted, Hertfordshire, the Pantry will offer a zero-waste shopping

solution by offering packaging-free store cupboard staples, health and beauty and

household products. The Pantry will launch as a monthly stall at Berkhamsted’s

thriving Saturday market, with the aim of developing into a permanent concern in the


The Pantry will launch on Saturday 6 October 2018, and will require promotion

before this date to raise awareness and interest. As such, we are seeking to develop

and finalise our nascent visual identity and obtain a suite of design assets with which

we can brand our on- and offline presence, including our website, social media

accounts, market stall and merchandise.

Our brand

 Mission statement

To provide our local area with an alternative way to shop: plastic-free and without

any unnecessary packaging.

 Vision

We want to help put an end to the masses of single-use plastic that we encounter in

our daily lives. We want to empower people to challenge consumerism, and help

them make small changes locally, which will have a big impact globally.

Design asset requirements

 Logo

We need a bold and simple logo that can work across a variety of on- and offline

applications. We have given this a lot of thought ourselves and developed some

concepts (see below) but would appreciate further development support. We would

like the design to fit these criteria:

- A circular outline. Text should either sit within the circle (logo 2 and 3) or

crossing through the middle of the circle, leaving a gap (logo 1)

- One colour only. Ideally an ‘earthy’ green

- A "handwritten” font, like Amatic, available on logo maker and canva (logo 2)

or Architect’s Daughter, available on canva (logo 3)

- The text should be written fully in either uppercase (logo 2) or lowercase

(logos 1 and 3), and must remain easily legible

- We would like a pictorial element above the text in the circle which reflects our

company name, either ‘clean earth’ or ‘pantry, or both, e.g a jar (logo 2 and 3),

a tree (logo 1)…or something else; we’re open to ideas on this!

Logo 1: Logo 2: Logo 3:

Once the design is approved, we will require it to be rendered in multiple formats, to

allow us to apply the logo to a variety of platforms. We will need:

- A full colour logo

- Black only and reversed (white) versions.

We expect the file suite to include these format types:

- Vector logo file(s)

- Raster/Bitmap logo file(s)


Please note, depending on the final logo design, we may need different logo lock-

ups (to ensure the logo works in different spaces). It would certainly be helpful to

have the pictorial element as a standalone icon.

Finally, we expect ownership of the logo’s copyright to be transferred to the Pantry

once the logo is delivered and payment settled.

 Font

Assuming the font chosen for the logo is non-standard, we understand you may not

be able to provide the font files to us directly, in case this breaches copyright. We

would therefore like full details on where and how to purchase the font, so we can

use it elsewhere.

 Colour palette

As well as the ‘earthy green’ of the logo, we’d like to have a palette with a few

complementary hues that we can employ across other branded materials. For each

colour, we will need:

- Pantone name and number

- CMYK format

- RGB and HEX values.


We require all assets to be delivered by Friday 24 August 2018.

Next steps

If this project is of interest, please get in touch with details of your lead times and a

full cost breakdown. Please note, this brief is deliberately restricted to the ‘basics’ of

a full visual identity due to budget and time restraints, but we would be interested to

hear of any additional assets/services you would consider providing in the future.

Skills: Graphic Design, Logo Design

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About the Employer:
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Project ID: #17603813

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