LET ME TELL YOU ABOUT US:
Fresh Tracks is an online travel company based in Vancouver, specialising in selling vacations in Canada & (to a lesser extent) Alaska.
Our brand is about 'amazing Canadian (& Alaskan) experiences' and the tagline we have often used is 'trusted experts at creating memorable experiences in Canada & Alaska, since 1992'.
We have a main website www.FreshTracks.ca - but also a number of different niche websites - e.g. www.CanadianTrainVacations.com www.CanadaVacations.com www.CanadaPolarBears.com and www.VacationsAlaska.com .
People tend to find us in the search engines through these sub-sites, then once they have bought, we introduced them them to our main company site www.FreshTracks.ca for repeat and referral purposes.
You might think of our strategy as a 'Kellogg's' strategy. The names of our sub-sites are really product names - e.g. instead of 'cornflakes' the product is 'canadian train vacations'. The brand name 'Kellogg's or 'Fresh Tracks' is what gives the product a unique flavor and unifies a range of products.
HERE IS WHAT WE NEED:
We are looking for a logo that can unify the specialised sites e.g. Fresh Tracks | Canadian Train Vacations.
It also needs to work on its own on the main company site, but for now we suggest you work on designing the logo as if you were designing it for the masthead of www.CanadianTrainVacations.com .
Currently we say 'A division of Fresh Tracks' off to the side, but we want to bring the company name closer to the site name as in Fresh Tracks | Canadian Train Vacations, or alternatively 'Canadian Train Vacations, by Fresh Tracks'
Key aspects of our brand are 'Canada' & 'a friendly local expert to talk to'. We are also creative and exciting - but we have to inspire trust. This is very important.
Our ultimate goal is to dominate vacation travel in Canada - and also to 'crack the code' of translating website traffic into telephone calls.
OUR TARGET AUDIENCE IS:
Baby boomers and seniors 45-75.
70% American, 10% Australia, 10% UK, 10% others
Middle to upper income.
Our biggest sellers are train vacations and many of our customers for that are older and just want a relaxing, rather sedentary trip. However, we want to broaden our appeal to a more adventurous or 'free-spirited' kind of traveler - without putting off our existing older people.
WE LIKE THESE EXAMPLES:
Travel sites I like (in no particular order): www.geoex.com (nice simple logo & clean design) ; www.butterfields.com (nice quirky, unique style); www.entreecanada.com (i like the symbol for the 'e' that unifies the various sub-sites); www.gapadventures.com (clever the way they have incorporated the internet into their logo); www.exodus.co.uk (again nice use of a symbol); www.audleytravel.com (nice and clean).
I also really like the Amazon logo with the smile and I love the way www.Schwabb.com has made the idea of talking to people part of the logo. If we could do something like that and also make it 'Canadian' that would be great, but may be too much.
WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:
Fresh Tracks | Canadian Train Vacations (possibly with .com)
Colors are up to you. For the sites about Canada we really want something Canadian - a maple leaf, a canoe, plaid, or an old Canadian guide etc
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