Our target demographic is relatively young (21-38 age group), higher-end shoppers that are looking for a brand connected to rock & roll music. This group of customers will likely consist of both students and working professionals that would buy a luxury brand alternative to say Ralph Lauren, Lacoste, Vineyard Vines, etc.
Our brand is to be pitched as a bit more counter-culture and differentiated from the standard luxury offerings. The target demographic will include both males & females who are dedicated music fans, well-educated and have a reasonable amount of disposal income. We envision a logo that not only captures a rock & roll vibe, but is versatile enough to be appropriate at a restaurant, concert, on the golf course or in the office. So we're hoping the logo is more subtle & classic rather than trendy and gimmicky, a mark that will have appeal to a relatively wide demographic (and can be worn in a variety of different situations).
The design is going to be used primarily on polo shirts and other high quality clothing in a similar manner to the commercial logo examples listed above (Polo, Penguin, Lacoste, Vineyard Vines, Paul Stewart)...i.e. small stitching on the front of the shirt.
Embodying the idea of an 'Encore' performance the design should represent the energy and excitement surrounding a band’s closing set – i.e. The Encore. Our original thinking had been that the mark should depict some representation of a hand, lighter and flame. The brand idea originated from envisioning fans at a concert holding up a lighter and calling for an encore performance.
We since have modified our thinking on this idea after getting feedback from a variety of sources that no matter how abstract such a mark is it still tends to remind people of smoking.
IMPORTANT: Our NEW focus for the remainder of the design contest is to develop a mark that depicts a performer on stage with a guitar slung over his back. We're thinking that the guitar should have a clear distinction as the performer is pictured looking away (out at the crowd). We've attached a few pictures that capture this idea. The guitar logo that is shown below is part of another logo we will be using for the company in other situations (possible idea to incorporate or not).....
IMPORTANT: Please keep in mind the overall design should be small and simple enough to be used on the front of a shirt in a similar fashion to what you'd see on commercial polo shirts (think Polo Ralph Lauren & Paul Stewart above). Even though the logo should be simple, some subtle detail that gives extra character to the mark is definitely encouraged.
In terms of color scheme, most of the commercial examples above are pretty static (only one color) that can be modified based on the color of the shirt. The Lacoste logo is the one exception being green and white with a hint of red. We were thinking that this slight, multiple color scheme would be preferred (color could be used to seperate the guitar from the silhouette), but if the designer feels that one static color is better suited please go with that. Again, go with what you feel looks best and embodies a subtle, classic feel.
We understand we've painted a relatively broad picture here, but hopefully referencing the commercial brand marks above will help convey the logo style we're shooting for. Please don't hesitate to ask if any other information is needed. Thanks and good luck.
Casey & Mike