What do you do?
This is a rebranding of an existing product line. The line includes healthy, quick, convenient meal mixes - think something along the lines of organic, delicious Hamburger Helper!
What is the exact name you would like in your logo?
Firefly or Firefly Foods
What is your industry?
Commercial Food Mixes
Describe the target audience for your logo
Our target audience is the home cook, someone who makes dinner for the family 5-6 nights a week. The people preparing the food have very busy lives; many work outside the home as well as being involved in child or elder care and having active social lives. This consumer is also savvy, being somewhat familiar with current food trends, and particularly having an increasing awareness of wanting to eat in a more healthful, organic, natural way. The economic demographic is largely lower-middle to middle class, and largely suburban.
What are the top 3 things you would like to communicate through your logo?
1. This product is easy and convenient.
2. This product is delicious and fun to eat.
3. This product is healthy and natural.
Style and Concept
What logo styles do you like (text only, image only, text and image, etc.)?
The logo itself could be text only or image + text, but if it's text only, there should be an accompanying image/mark that can be used within the branding in other ways.
What colors do you want to see in your logo?
We're interested in exploring "natural" kinds of colors - browns, tans, greens - to see how they fit with the healthfulness of the product line, but we're open to other warm, fun colors as well. The company owner would also like to see some variations using purple, probably in a plum sort of color but could be something different.
What colors do you NOT want to see in your logo?
We would recommend careful, considered usage of colors that are conventionally seen as "unappetizing" in food/menu/restaurant design - blues, cool pinks, etc.
It would be okay to design the main logo reversed out on a dark background, but if going that route, please make sure that the logo will also translate into dark colors/light background for print advertising, sponsorships, etc.
Please use any gradient "glow" effects sparingly, owing to their difficulty in printing consistently across assorted media, color systems and file formats.
Where will your logo be used (print, website, etc.)?
This logo will be used everywhere - in print advertising, on the company website, etc. - but the place that it needs to look best is in print on the product boxes on the supermarket shelf. Legibility and recognizability at a distance are key.
Do you have other info or links you want to share?
We have a lightbox on iStock where we began doing some research to explore the firefly theme. The lightbox can be seen here:
Please use this ONLY as guidance and not as direct reference. Nothing in there was exactly what we wanted, and we would like the finished logo to use original illustration, not licensed stock.
The company is based in the northern midwest and the company founder has a strong association with the outdoors, camping, nature, etc., so nature-related themes could work well, while keeping in mind that the product line is catering to a mainstream American audience.
We're had many discussions internally on how heavily to focus specifically on moms, moms and kids, kids, etc. These discussions have yet to be resolved, but themes that are fun, kid-friendly and light-hearted could also be of particular interest.
"Firefly" could be interpreted in multiple ways. If referring, visually, to the insect, care should be taken to ensure that it is easily recognizable as a firefly and not a less-food-friendly insect like a housefly or hornet. Breaking the word apart into "fire" and "fly" to reference the speediness of the cooking preparation could be an additional interpretation.
Captitalization of the name has not yet been determined, so it could be "Firefly", "FIREFLY", "firefly", "FireFly", or an additional variation.
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