Logo for a responsible tourism company
a logo project by authentica

Creative brief

The buyer added updates to the brief. Read them.

LET ME TELL YOU ABOUT US:

Authentica is a packaged tourism service provider. Our unique vacation packages combine rest and relaxation with destination-oriented activities that create an elevated customer experience by providing them with the opportunity to engage with local communities.

Authentica collaborates with many types of organizations to develop meaningful vacations. A meaningful vacation must be one where the customer is provided comfort, safety, entertainment, rest and relaxation, while the host community is benefited by the active engagement of these visitors. Authentica specializes in setting up such programs by consulting directly with non-profit/not-for-profit organizations as well as utilizing the services of locally-owned lodging and tour operators.

We believe that there is a natural affinity between making the vacation experience more memorable for travelers and making hosting of visitors more beneficial to local communities. Our products and services are the result of our unyielding passion to make the world a friendlier place - helping host communities to find better ways to welcome visitors, while encouraging travelers to discover local cultures through active participation.

To visitors, to hosts, and to social organizations, Authentica is Travel That Matters.

HERE IS WHAT WE NEED:

We need a logo that represents the three aspects of our organization, in order of importance:
• Meaningful Travel Experience – bring to mind authentic sense of connection to the community visited, locomotion, leisure, person, family, peace, contentment, happiness, etc.
• Social-environmental Responsibility – bring to mind contribution, aid, support, charity, environment, sacrifice, commitment, etc.
• Corporate Success – bring to mind big office buildings with plexi-glass windows, marble foyer, boardroom, etc. This is mostly relevant for the typography, if any, that’s used in the logo.

The logo should:
• contain an image and the text “authentica”. Our tagline is “Travel That Matters”. It would be nice to have the tagline as part of the logo, but is not mandatory.
• be usable on its own without the text (for e.g., as an icon)
• preferably have text in either all lower-case or all upper-case, but we are open to alternatives
• not have a modular image – that is, we are NOT looking for an image that has a hand + tiki bar + $ sign
• be a single form, and can be an entirely artificial construct (not representing a natural or man-made object)
• be accessible, i.e., not too abstract for the common man to understand
• The ratio of image size to text size is completely up to you, but since we expect to use the word “authentica” in many places, it will be great if the image can dominate the text

The logo will go on:
• business cards with a white background
• our website with neutral/earth/pastel backgrounds
• brochures with very busy color photos & fonts of varying sizes
• letterheads and envelopes
In other words, the background should be versatile, but the logo should be able to stand out in a crowd. A white background is perfectly acceptable, probably even preferable. The logo and text should not use more than 3-4 colors, and should be usable in monochrome.

Also, we really like bold, autumn colors (reds, yellows, greens, orange)!

OUR TARGET AUDIENCE IS:

On the supply side, our partners and vendors are non-profit/not-for-profit organizations that are actively engaged in addressing community needs, and family-owned lodging and tour operators

On the customer side, we target mainstream travelers who have little or limited prior community engagement. Thus, the logo should convey our seriousness about engaging charitable organizations AND should represent leisure, fun and relaxation to the average Joe

Our customers are typically in the 30-55 age group and travel either with a partner or as a family with middle/high school age children

Finally, the logo should express the gravitas of a profitable enterprise to potential investors

WE LIKE THESE DESIGNS:

Please refer to attached FaveLogos.doc

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

What to avoid: Buildings, birds, animals, stick figures, vehicles, plants/fruits/trees, excessive symmetry, excessive playfulness. We’ve tried these before and they really didn’t work for us