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Creative Brief

Who are you?

We are a newly-formed company called MarketplaceCentral, Inc. with strong financial backing and an experienced executive team. We work with experienced investors and entrepreneurs to pursue emerging opportunities in established industries. Our first effort is the creation of a new luxury brand that merges fashion with technology. We see an opportunity to disrupt the status quo of luxury brands at this particular moment in time through the introduction of a luxury brand that is focused on fashion (specifically, accessories) but built on technology. We intend to own the positioning of "fashion meets technology" in the minds of our target market.

What do you need?

We need a logo that can help to immediately establish our brand as being in the top echelon of luxury brands throughout the world. Our brand will compete with the top luxury brands such as Louis Vuitton, Ralph Lauren, Gucci, Channel, Versace, Dior, Burberry, Hermes, Prada, and Coach. Because we introduce elements of technology into the fashion world, we also need to the logo to reflect certain qualities of the automotive world (as seen in the logos of Mercedes and BMW) as well as the personal technology realm (as seen in the Apple logo).

Who Is Your Audience?

Our audience is primarily made up of affluent women between the ages of 35-65. They are well-educated and often well-traveled. They tend to live in major urban areas. They are well-informed, fashionable and sophisticated. They appreciate quality craftsmanship and elegant styling. They are attuned to the subtleties of the marketplace and are adept at finding value within the categories of goods they are seeking. They are women that have refined taste and exude class.

Requirements

We Like These Examples

1) We like the classic distinctiveness of the Apple and Mercedes logos -- though keep in mind, an iconic graphic symbol is not essential to our logo (though we are open to a symbol if an appropriately classic one can be created).
2) We like the style of the Chanel and Gucci logos.
3) We like the clean lines of Versace and Calvin Klein logos.
4) We like the elegance of well-executed text-based logos. Here's some examples of simple, classic text-based logos that we like: http://www.logodesignteam.com/blog/2008/...

We Absolutely Must Have

1) BRAND - The brand is: TREKA -- it can be spelled with all caps or with a capital "T" and lowercase "reka" ("Treka").
2) ELEGANCE - The logo must convey elegance, style and effortless simplicity. It should also convey intelligence, refinement as well as have sex appeal. The logo should be appear to be classic -- yet also give a sense that it is slightly ahead of its time.
3) CUSTOM FONT - It is important that the logo have a distinctive font. Classic. Refined. But distinctive and unique. The needs to be quality in the details of this logo. This is not a logo where you paint with broad strokes. This is an exercise in restraint and refinement. Doing more with less is the key to achieving success. Style with efficiency. Genius happens in between constraints -- and this logo needs the focus of a true master in order to come to life. [Refer to text-based logos in "examples we like" section above]
4) A DISTINCTIVE BACKGROUND COLOR - We prefer that the logo work in basic black and white. In its commercial setting, the logo will be positioned in black (or dark gray -- or even white) against one distinctive color (we are thinking a mint green -- or mint blue, if there's such a color -- open to other colors but basically want something pastel, soft, understated, subdued but stylish and fresh). We are considering creating classic packaging of whatever color we finally decide on with the logo printed tastefully on top (along the idea of the Tiffany box). Like Tiffany, we are interested in "owning" that color within the marketplace -- that's not to say we want our own PMS color -- but we would definitely like to make the color a distinctive part of our identity within the marketplace.

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