I need a logo designed.
Clean Earth Pantry
Design brief: Visual identity basics
17 August 2018
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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.
To provide our local area with an alternative way to shop: plastic-free and without
any unnecessary packaging.
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
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.
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.
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.
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.