So we have the fish on the bottle which is a stock image. It's time to create our own logo so we have full rights to branding it. Our label is going to stay the yellow background color that wraps around to black holding the nutrition info and product details. The goal is to make this logo useful in three parts. The first is to brand the name "Fessler's" as this is the root word for our brand. Next would be for "Original Sauce" as this is where the different names of sauces potentially in the future would be swapped out. And the final piece is the "Fish".
Let's talk about the fish first. The current fish we have is a modified stock image. It was really there to supplement the "Fessler's" logo. We like the fish. But we know that copying is a no no. So we are looking for a play on the concept. Ideally the fish should be holding a tray with a variety of foods placed on it (fish and chips, burgers, potatoes, pork, chicken, etc.) while also having a bottle of the sauce on the tray. This fish is going to be an interchangeable part of the logo moving forward as it will change depending on the next flavors of sauce we develop. We like the fun, cartoony aspect of the fish but are not opposed to more modern or Web 2.0 variations. The fish should be contained in a circle or square the can be sized proportionally. If it wouldn't look good as a profile picture on Facebook or Twitter than it won't work. We want to use the fish as an "icon" for this version of sauce.
Now let's talk about "Fessler's". We're fairly happy with the concept we have but are open to change (font, color, etc). There's two ideas here though. The first is we could impose the fessler's over the fish and do that with subsequent variations. Or we could place it outside of the fish and use it as another piece of branding. Ideally it's probably outside the fish but we can keep an open mind if a designer loves their version in a different way. Regardless whether it's on the fish or not, the "Fessler's" should be able to stand on its own.
Then we have the "Original Sauce" part. This is the actual type of sauce and again should be interchangeable in future iterations along with the fish. Is it just a font and a color? Or is it something more? We'll leave that up to you. We feel like the fish character will define our sauces more than the name so this is almost like a necessary throw in.
We envision being able to treat our logo like Microsoft does with a lot of their products. You have an icon (in our case a character), the Microsoft brand name, and then a product name. Like what they do with Office, Forefront, Sharpoint, Silverlight, etc. So you can break out the 3 elements in their own right and use them in applications that call for them, or combine them.
So here are the "catches" (pardon the pun):
The design must stack both vertically and horizontally. So you could move the "Fessler's" and "Original Sauce" to the right or bottom of the fish and have it work, this helps for both labels and printed/web items.
The fish must be iconic in the sense that it should scale into a square box. It doesn't mean it has to be a perfect circle or perfect square but shouldn't be a super tall rectangle or super wide oval or something like that.
We want vector formats suitable for both printing labels/signage and web work. It doesn't mean you have to provide two versions (horizontal/vertical) just that we can modify it that way if we feel we need to.
Finally, we are proud to be made in Michigan, so if that can incorporated anywhere you can try it, but it is NOT a requirement.
We will be super active in this contest and provide feedback as quickly as possible. We promise the feedback will be straightforward and respectful We want to get this thing finalized as quickly as possible.