Who we are:
We are a new startup in surf and watersports. We are passionate surfers aiming to improve safety during our water sports practice. Therefore - as our first product - we are developing an SOS transmitter that enables surfers around the globe to call for professional help on the water, at any time.
Surfers, Kitesurfers, Windsurfers, Stand Up Paddlers: 80-90% male, between 15 and 60 years old (mainly 25-45). Most of them are medium advanced surfers but admire the pros and love our surfers lifestyle.
Values we want to communicate:
We want to communicate coolness (surfers lifestyle), certainty (to call for help if necessary) and reliability. As our product name is HORST we also want to communicate that our product is "made in Germany" (Horst is a German given name).
We are straightforward and on point, so we prefer clean but interesting designs maybe with a twist. The products name is HORST which could either be a very old school german given name or be a abbreviation for Human Ocean Rescue Saftey Technologie => HORST :)... so that's also a product name with a twist.
We did not decide on company colors yet but we would love to have two accent colors (primary, secondary accent) that have a nice contrast and work together like ying and yang. As we are in watersports: ocean, maritim, beach and sunset colors could be first guess. Furthermore at least one of the accent colors should be an "emergency color" to symoblize that we can call for help and we are in the rescue business.
DOs and DONTs
+ creativity with a "twist",
+ clearly readable name in the logo... not somehow hidden that makes first time readers struggle (like some graffities for example).
- Hawaiing Style Flowers
- too surf stereotype... as we have a unique product we should not look like another surf board shaper or manufacturer...so to say: we flirt with the surfer's lifestyle but we are a tech company and not another board, wetsuit or boardshorts manufacturer.