Dear Designers,

Thanks a lot to all of you who have already submitted their proposals - I very much appreciate your work on that!

After reviewing the initial list of suggestions I decided that it would be good to provide some general feedback and reiterate some key requirements from the brief.

My current observations are that a big part of the suggested logos focus on a "house" as a key or only graphical element in the logo. While we stray to stay away from that, it is also not enough for the messages I want to logo to convey. Furthermore, it suggests that the company behind is a company focused on houses/buildings (be it a construction company, a vacation real estate company or else) - while we are a Technology / IT / Software company and our product is a software platform for automating and managing the home.
Another big portion of the logos just include a good representation of the letters LH without any hint or message being passed - this at this point is not enough for choosing a working logo.

All that said, please find below again the key goals we have and the key requirements as stated in the Brief.
I hope this will help designers who already sent a proposal and those that are yet to send one, to better understand and take into consideration our needs.

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1) ABOUT OUR COMPANY:
*** our core focus is creating an Intelligent/Smart Home Platform - which is a software product used for automating and managing your home in an intelligent way... but at the end - it's a software product
*** respectively - we are an IT company... and we position us as an Applied Research & Development Lab for creating a Smart Home platform - i.e. we are combining things like Artificial Intelligence, Internet of Things technologies, Robotics etc. - to build this Smart Home platform
*** So as mentioned in the brief - the main messages we'd like to convey with our logo are 1) We are a technology/IT company 2) We heavily use Artificial Intelligence for building our platform 3) We innovate a lot and use emerging technologies 4) Our platform is a high-end/upscale product
...and while I understand it's hard to combine all of these in one logo - I'm looking for a proposal that will combine at least some of these - and not focus on the "HOME" itself as a message... including because it is part of the name anyway
*** we definitely DON'T want the logo to look like a logo of a construction company or vacation homes company
*** and we also DON'T want the logo to not pass any message of what we do - if we can't find a good logo that passes the right message, going for a general/unrelated/abstract logo is our Plan B, but this is not the goal of the current project and is not an acceptable option
*** the graphical symbol(s) used should pass the message of High-tech / Innovation / Robotics / AI / Automation

2) GENERAL FEEL (high-end) & COLORS (the less - the better)
We definitely need a logo that is elegant and more or less in a "serious business"-style - because of our B2B/Business-to-Business focus (i.e. we are not targeting directly end users with our product, but home building companies and other enterprises in the real estate business domain).
COLORS - So too many different colors in it would not work well. Maybe up to 2 or maximum 3 colors used would be best.
HIGH-END/UPSCALE/PREMIUM product and company - as mentioned in the brief, we position our company and product like this, so we want the logo to feel like this too. This refers to the general design, incl. font selection, image style, etc.

3) SMALL/DETAILED GRAPHIC ELEMENTS (avoid)
We want the logo to be a good fit for usage as a small image too - for example on a business card.
This leads to the need for not having too small / to detailed graphical elements in it... as these will not be recognizable in small formats.

4) SLOGAN - Home of the Future (exclude)
The slogan was provided just as information that can help you grasp the gist of our company - and it was not meant to be included in the logo.
So please avoid using it in the logo.

5) DOMINANT WORD IN COMPANY NAME (avoid)
Both words of the company name "Living Homes" should be with equal "weight/strength" in the logo. It will not be good if one is bigger than the other for example.

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I very much hope this is useful and I would be very glad to receive your next proposals!

And once again - please don't hesitate to reach out to me directly with any clarification questions or notes you might have.

Thanks and best regards,
Martina