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Creative Brief

Who are you?

Chicago Detours offers walking tours that are smart, engaging and different. Tourism doesn't have to be hokeywe arent into sensationalist stories, rose-tinted glasses, or inventing answers when weve been stumped. We explore the real Chicagoits architecture, arts, industry, politics, urban design, and local culture from the past into the present day. Whether we navigate the lesser known history of the Mag Mile or venture by train to a vestige of the railroad era, our comprehensive tours explore more than the typical highlights and give guests new ways to relate to the city. When our company launches in July 2010, we will bring enthusiasm, creativity, and 7 years of professional guiding experience to a market desperately in need of fresh and memorable ambassadors to our city.

What do you need?

We need a simple, eye-catching logo that expresses that we are

-different (think "off the beaten path")
-fun and casual
-intelligent and informed
-competent and dependable
-contemporary

Who Is Your Audience?

-International and domestic visitors
-Men and women with a college education (or higher)
-Primarily young professionals (25-35) and the recently retired (60+)

Requirements

We Like These Examples

We like the simplicity of this logo: a basic image with the tag line and company name. My logo should not look "old-timey" though. http://www.staugustinepubcrawl.com/image...

While we're imagining just the letters presented in a visually appealing way, we are open to seeing how some sort of human image to make the company look more personal, like in this logo http://www.zerve.com/uploads/1/125418/t_...

Please play with the colors of the lettering to differentiate the word "tour." While the name for the following company is a little confusing, this logo exemplifies how different colors can bring out a specific part of one word. http://www.witur.com/resources/WiturLogo...

We Absolutely Must Have

No red, please. It's over-used in tour materials.
We'd like the logo to determine the company color scheme--please experiment!

Materials

Contract
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