New logo for doormét :: More than a logo, this is the unique opportunity to forge a brand's identity

食品・飲料品

The full name of our restaurant is "Doormét: The Gourmet Café That Delivers!" We are a fast casual café with a focus on preparing gourmet meals with fresh, high quality ingredients, and serving them alongside an assortment of premium beverages, from freshly squeezed juices, to locally roasted organic coffee, to craft beer and boutique wine—all with the wonderful convenience of delivery! In addition to quick dine-in and take-out service, our goal is to bring the fresh, local café experience to you, giving you more time to stay productive at work or enjoy time with family and friends. Nearly every ingredient we use is prepared in house, and every menu item is made fresh to order. We are proud to use environmentally friendly to-go products, and to serve local, seasonal, sustainable and organic foods when possible. Our goal is to open multiple locations and eventually franchise. We opened our inaugural location in 2009 in Tampa, Florida. This location has been very successful with an ever-expanding customer base and strong annual sales growth. We plan to open more locations in the surrounding communities next year. We hope to eventually have locations throughout Florida and across the United States. In the three and a half years we have been open, we have noticed that the majority of our customers are women, and the majority of our dine-in customers are professionals and housewives. Our customers tend to be middle or upper class. All of our customers love the fresh, high quality food we provide, which is why many of them enjoy describing themselves as “foodies.”

Introduction We envision our new logo to have two elements: artwork (i.e. some sort of picture that conveys some aspect of who we are or what we do) and the text of our name. The logo should be crisp, clean, colorful, sophisticated and elegant. Also, and this is very important, it must look commercial. What we mean by this is that it must convey the brand power of a chain/franchise with multiple locations, as opposed to a “mom and pop” restaurant with only one location. Our ideal logo, through its combination of crisp, colorful artwork together with the text of our name in just the right font, will be at once both beautiful simplicity but also sophisticated and elegant from the crisp, clean, aesthetically pleasing design. We expect that the winning design will be a “pictorial mark” logo or an “emblem” logo (if you decide to go the “emblem” logo route, kindly note that we prefer squares or squares with rounded edges to circles or ovals), but please don’t let that narrow your vision. The whole point of us providing so much information is so that you can get a good feel for what we are after, put all of that data into your creative consciousness, and see where your imagination goes with it. Artwork Some ideas for the artwork in alphabetical order by category are… ARTWORK COLORS: red, orange, yellow, blue, green, or any of their combinations or variations, all bright hues BACKGROUND COLORS: black, white, earth tones FOOD: aromas/steam, artisanal, chef, cloche, fresh from scratch, fruits, fruit juice, gourmet, high quality, kitchen, kitchen implements (e.g. bowl, etc.), salad, sandwich, soup DELIVERY: a happy person receiving a delivery, a satisfied person eating, house, kraft brown shopping bag with handles (what we deliver orders in) ENVIRONMENT/LANDSCAPE: flower, flowing river, green hills, sunshine, tree with green leaves Based on these words and also the many sample logos we have uploaded, each of which has some element that we feel could hold some inspiration for the end product, you hopefully have a pretty good idea of what we are going for. Stylistically, we like illustrations where the objects have outlines. The outlines could be black, white or both. Our hope is that the artwork will be so beautiful and so powerful that it could eventually stand on its own with the text of our name accompanying it, and yet everyone would know it was us because of the power of the image and the association. Text Our name should appear in lower case. The font of the text will be just as critical to the overall impression that the logo makes as the artwork. They should be in perfect harmony with one another, seemingly made for each other. So please feel free to use whatever fonts you feel are in harmony with the artwork you’ve created. Some fonts we found that we like—but by no means are to be considered as requisites or guidelines—are Caveman Rustic and Emily Austen. In this vein, note also the font of the Palermo logo, which is among the logos we like that were uploaded. (Note that we like the background color of this logo as well.) These are some fonts we have envisioned as stylistic possibilities, but again, we do not want to stifle or narrow the scope of your creative prowess in any way. Feel free to totally depart from these example fonts. Many More Opportunities For The Winner: New Website, Menu, etc. FYI, we have a host of other design needs, including a new website, font selection and layout for our new menu, print ads, etc. So if the winner of our logo contest is also skilled in these areas, he or she can get a lot more work from us if he or she so desires! Lastly, we are currently closed for renovations but plan to reopen on Monday the 24th and would really like to be able to do so with our new logo. This is obviously a tight time frame, giving us less than a 24 hour window after the contest is over to put the new logo on our menu, website, etc. So kindly note that we will need the logo in all of the various formats as soon as possible after the conclusion of the contest. We know that good communication is key, so we will endeavor to get back to you promptly, and with as much detail as possible. Thanks sincerely for your efforts on our behalf!

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