• Award$250
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  • Creatives39



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Creative Brief

Who are you?

60 year old (3rd generation) brick and mortar retailer/distributor of industrial tools, hardware, and machinery

What do you need?

Zenger's needs a new logo and a mark. This logo will represent our Company's Brand. Under this brand we will sell cutting tools, power tools, abrasives, band saw blades, fasteners, machinery, precision tools, etc.

This logo will be used on our website, marketing materials, private labeled products, letterhead, business cards, embroidered clothing for our sales people, and outside signage.

Who Is Your Audience?

Our primary audience is our customers and the suppliers of branded products that we represent. Our customers are primarily involved in the metalworking industry (making parts, machinery, molds for machinery, automotive, aerospace, etc), miscellaneous manufacturing companies, local municipalities, and government institutions.

The audience is 80% male between the ages of 35 and 65. Their role is usually a business owner, engineer, production/manufacturing manager, facilities maintenance manager, or purchasing manager. Our industry is blue collar Middle America, strong family values. Outside of work, our customers are more likely to spend time with their family or watch sporting events than be consumed with technology.

Our team assists customers to increase their manufacturing productivity, decrease their costs of doing business, or solve their problems by recommending the right tool for the job and educating our customers on the latest industrial applications. We have a large warehouse and showroom with our product on display.

We sell high end products with highly visible brand names, such as Lenox, Iscar, Norton, 3M, Milwaukee Electric, Loctite, Armstrong, Craftsman, etc. We also sell a lot of lesser known brands (500 brands in total). Our intention is always to sell USA manufactured products/brands.

The logo needs to look strong, bold, and have an industrial feel; more along the lines of classic logos that have evolved and modernized over 50-100 years.


We Like These Examples

John Deere, Mack, CAT/Caterpillar, 3M, Craftsman, Chase, UPS, PBS, Yamazen

All of these logos are strong, bold, simple, and have strong marks or strong logo types. They are also companies that have been around for a long time and have refined their logos over the years to carry the same classic brand with a more modernized finish.

We Absolutely Must Have

A logo or mark that works well with a full color web site to B&W marketing materials to outdoor signage. Our primary color is blue (same color as USA flag).



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