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LET ME TELL YOU ABOUT US:
Front Runner is a South African based company that manufacturers roof racks, roof top tents, auxiliary gas tanks, water tanks, tables, and other accessories for vehicle based overland expeditions. It has a high end product line that has a solid international reputation as the best in the industry. Its products are used by safari lodges, camping enthusiasts, the U.N., and vehicle based adventurers all over the world.
The awarded logo may become the springboard for rebranding the company as it expands into the American market.
HERE IS WHAT WE NEED:
Update the logo with new font(s) and create a simple pictogram/icon.
This logo will be used for marketing, on the website, on packaging, as well as on the products themselves.
The approach should be simple, classic and modern. The text and the icon must be able to be laser cut into steel (see example).
We'd like the simple icon/pictogram to be somehow tied to the font.
The new logo must project a lifestyle of adventure, class, comfort, strength.
The logo must contain the words "Front Runner Outfitters"
Front Runner is the company name - outfitting vehicles for overland exploration is what they do. So "outfitters" does not have to be as featured as the company name "Front Runner".
In addition to a white b.g., the color or colors must reflect outdoors and be masculine, ie. - tans, greens, orange, browns.
As for the icon -- maybe you can incorporate a hint of an African animal - something fast, light and strong, or an outdoorsy icon - ie. mountain range -- or something that hints at a 4x4 truck or vehicle - ie. tire, steering wheel?
OUR TARGET AUDIENCE IS:
Adventurers, outdoor enthusiasts, 4x4 truck fans, travellers...
Although the target audience is male, ages 20-65, it wouldn't hurt if the new logo appealed to their wives and girlfriends.
WE LIKE THESE DESIGNS:
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
We don't want a logo that is clunky, busy, cartoonish, or overly macho. Also, no drop shadows, embossing, etc. Keep it classy!
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