• US$160

• 24 Designs

• 7 Designer

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Logo-Design Kurzbeschreibung

Creative Brief for Will and Pop’s Logo Redesign

Overview: Will and Pop's is a food truck selling burgers and grilled cheese sandwiches based in Durham, N.C. We need a logo re-design that incorporates the existing graffiti-style type face but makes it more legible. In addition, we want to add an image of a burger, so that customers can identify the type of food we sell. Finally, we're interested in potentially having an image of Will, or Will and his dad, in the logo too.

Logo text: “Will & Pop’s”

Tag line: “So good make ya smack yo pops” – this should not be incorporated into the basic logo, but may be added to other logo iterations.

Text: We wish to maintain the current logo’s general graffiti-style type face and yellow/orange colors. However, we would like for it to be more legible, so that people unfamiliar with graffiti would still be able to read it. As a general guideline for consistency: customers familiar with W&P’s current logo should be able to easily identify the new logo as belonging to the same company.

Burger image: The primary addition to the logo that we seek is the image of a burger. This is a requirement for our new logo. The major goal is to communicate more effectively to customers what type of food our truck sells (given that we are committed to keeping the name “Will & Pop’s”). We are open to different angles/styles of burger images.

In terms of the burger image, we are open to it simply being a burger, or taking the form of a burger ‘cartoon character’ (see image below). This character should be imbued with the personality and attitude of the brand (see below).

Character: We are also interested in the logo containing the image of either i) Will alone or ii) Will with his father (“Pop”). This is not necessary, but an idea we are interested in exploring. The image could be based on pictures of Will and Pop, as seen on the current website (willandpops.com). It could be in silhouette or other forms. The images could, but do not necessarily need to be personally identifiable as Will/and, but simply as a young man/and his father. Will could potentially be characterized by his baseball cap (which he often wears in real life!).

About Will and Pop’s: Founded in 2008, Will and Pop’s now has two trucks serving customers in different daily locations throughout the Research Triangle Park region of North Carolina, as well as a catering service. It was born out of Will’s entrepreneurial ambition, in partnership with his dad. The full bio is at: http://www.willandpops.com/#!about/c1pyv

Will and Pop’s brand personality:

· Local – proudly Durham-based

· Down to earth

· Creative – W&P pushes boundaries with its seasonal special burgers, which incorporate unusual ingredients. If customers like a particular creation, W&P may keep it in their rotation. If not, then W&P will try something else the next time.

· Cool

· Chill

· Fun

· Energetic

· Friendly – many of our regular customers know us by name

· Funky – we like to play tunes out of the truck; think bands like 311 or Sublime

· Alternative

· Irreverent



Style guidelines:

- Colors: The text should stay similar to the current yellow and orange. Overall, the logo should not use more than two colors. Note that the logo will work against the bright green color of the trucks. Ideally, the logo would be easily photocopied and could work as one single color.

- Format & placement: The logo will be utilized in the following locations, and so needs to be adaptable and optimized for all of them:

- On the trucks

- On print media: flyers, brochures, letterhead, business cards, various advertising collateral

- Online: Website/Facebook/Twitter, etc.

- Simple: We generally believe that ‘less is more.’ We want a logo that works in all the formats we might wish to use it, and that can be photocopied and used as one single color.

Random ideas we thought worth exploring: (feel free to use and adapt)

- Turning the “&” into a burger

- A silhouette of Will and Pop, back-to-back, each one holding a burger that he is about to bite into

Logo Text

Will & Pops