Edit to the Brief!!: Now opening the brief up to designers to just try some new designs that don't necessarily tie in with the old logo. I am feeling that this may be limiting you all to much and stifling your creativity. All other aspects of the brief remain except now you are free to try a complete redesign of the hargraves logo but still TIGHTLY WITHIN MY NOMINATED PREFERRED LOGO TYPES. I will present the best of those from the original brief and the best of those from this new brief for the business owners to look at. Please keep submitting designs from both variations of the brief.
Important Notes Regarding Design:
1. There is a name change for business to "Hargraves Nursery"... the "land" at the end is gone.
2. No longer is the slogan "You know it'll grow" but something more like what is described in the company description.
3. Important - The attached original logo will remain for now on nursery signs, t-shirts and print, so what this new logo you will create is almost significant bridge into a new visual identity for the nursery. While it won't replace the logo straight away it will be the main header for the new website and will be a water mark for videos we will be doing to bring plant information to our customers and it will hopefully pave the way for the replacement of the old logo in a year or two.
4. Important background to this design - The reason that this will not replace the old logo straight away is because the owners who created the business 42 years ago are struggling to let go of it to allow a new modern identity for the nursery to come forward. I am the son of the owner of this business who has the difficult task of mediating this transition. What I desperately need from you designers is a new design as explained above that could in some way complement the old logo or at least not be in conflict with it. It needs to be new and excellent but my parents will have the final say so if it is a logo that departs too significantly from the original, it may not get picked for final round of designs. This must be balanced though with the fact that I want it to be significantly different to engage with a younger online audience and for the fact that the design is not a new emblem but a new abbreviated form of it displayed in a pictorial mark, Abstract mark, or letter form, with or without the name "Hargraves Nursery" for each of these 3 variations.
Good luck and feel free to ask me as many calcification questions as you need for I will be very involved in this process and when we get to that point will guarantee payment.