We are a start up business in Kenya offering boutique marketing and brand identity solutions for companies in various industries primarily in Africa. This includes websites, social media strategies, upgrading brand identity through collateral. We hope to grow into a larger brand that has a digital agency division, a market research section and an experiential marketing division.
The target audience is well-educated, wordly Africans. The logo needs to communicate that we are a young company with fantastic ideas, we're creative but we're also professional. We're African but we have a global perspective. It also needs to appeal to the expat community in Africa - basically all our target market is worldly. Lifestyle of target audience is very up to date, quite big consumers, use social media and the web all the time. Most own smartphones and are very in touch with trending apps, topics etc. Many have been in business for a while and may be quite conservative. I like simplicity. The logo should be able to be used on a number of different background colours, not just white. I also like the idea of an icon that can be removed from the word (i.e. Juju) itself and used alone to create a brand image. Even if it's a line and two dots. Just something that is symbolic.