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LET ME TELL YOU ABOUT US:

Property Forge Pty Ltd is a new organisation and whilst significant work has been undertaken we are only now moving to a more public stage which a brand treatment in terms of graphic design. The organisation has stretch goals that will result in both local, state and national coverage in Australia.

The mission of Property Forge is straight forward (at least we think so). Provide the platform, process and services that allow groups of residential real-estate property buyers to coalesce and collaborate together to imagine, build and integrate a network of liveable places that will sustain Australias enviable reputation for liveability far into the future.

Along the way, we intend to build a profitable business that continuously invests in moving forward both the state of art, making the groups easier to form, more effective and efficient. Our key values include promoting industry transparency, environmental sustainability and enlivening the human spirit through genuine opportunities for participating in a results-oriented community.

HERE IS WHAT WE NEED:

The name of the organisation is made up of two words - Property & Forge.

Property in our context means residential real-estate property. Since our focus is on property developments that involve larger groups of individuals - we mean property in a duality of both an individual (or family) and the immediate community in which they live, be it a low density urban housing estate or an inner suburb apartment building.

Forge does NOT mean - fake. It means Forge in the sense of forging a consensus. It means Forge in terms of shaping molten steel - as in forging a sword. It is fundamentally an act of creating something solid and useful. That is what we mean by Forge.

The logo is not intended to be the basis of distinction - but it must reinforce some key desired brand attributes that are discussed below.

We expect that the logo may evolve over time, but the first logo but be serviceable through the early growth stages of the organisation.

OUR TARGET AUDIENCE IS:

Logo must be flexible for use across people aged 30+. In general the two focus segments are Professional Individuals / Married Couples with children and 60+ planning their next home purchase after the family home. The logo must also provide confidence for financial investors, banks and government institutions (if a logo can do such a thing)

WE LIKE THESE DESIGNS:

http://www.urbanreforestation.com/

http://bangthetable.com

WE ABSOLUTELY MUST HAVE THIS IN OUR DESIGN:

The words Property Forge are prominent in the Logo Required

The typeface for the company name is striking, easy to read and appears to have substance (weight) High

The design clarifies the preferred meanings of Property and Forge High

It is human and approachable Medium

It cannot be too corporate, plain or embossed. Medium

The logo works in the context of a business card, website (with a predominately white or light background) and physical marketing media High

It should not contain the colours Red, Purple or Orange. Everything else is up for grabs. Low

It should reinforce the ideas embodies in the mission statement and not be arrogant Medium

Playful is OK. Boring is Not. Medium

The design can evolve over time with adaption to specific segments of the market (i.e. retiring couples, young families, ec) without losing its core essence Low

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