• US$801

• 767 designs

• 164 designers

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Logo Design Brief

We are seeking a logo design for a new luxury apartment community being developed in the Highlandtown area of downtown Baltimore at 3232-3244 Eastern Avenue. This project will be a 6 story building with 65 apartment homes as well as garage parking. There will be a mix of floor plans but the majority will be 1 bedrooms with some studio and 2 bedroom options available. High-end materials will be utilized in the interiors, such as granite counters/breakfast bars, brushed nickel fixtures, ceramic tile floors, quality wood cabinetry, etc. The property will have multiple amenity spaces including a state-of-the art fitness center and a rooftop clubhouse with outdoor greenspace. There will also be storage for bikes, a rooftop dog walk area and a pet-washing station. The property will also have 800 square feet of retail on Eastern Avenue.

The exterior of the building will be a combination of brick, stucco and metal panels. The storefront area will feature mosaic tile, that may include work by local artists; the site is within an Arts District. See the rendering on the following page.

Located in southeastern Baltimore City, the site is officially in Highlandtown, adjacent to Canton. Highlandtown has a lot of local Baltimore character. A bridal shop across the street from our site was featured in John Waters’ film “Hairspray.” The community is just blocks from Patterson Park, a 137 acre urban park with open fields of grass, large trees, paved walkways, historic battle sites, a lake, playgrounds, athletic fields, a swimming pool, and other signature attractions and buildings. Canton, the edge of which is across the street, is a waterfront area on Baltimore’s outer harbor with eclectic shops, retail, and vibrant nightlife. Here are links to descriptions of these two neighborhoods:

http://livebaltimore.com/neighborhoods/highlandtown/
http://livebaltimore.com/neighborhoods/canton/

The physical location of this community is on the site of what was formerly the nationally known Haussner's Restaurant. Opened in 1926, it became one of Baltimore's most famous landmarks over the past 73 years. In addition to 'old-world' style food, including Baltimore's finest crab cakes, the restaurant housed a large collection of fine art, which decorated the walls. In all, over 100 pieces of artwork, including highly important works by 19th-century European and American masters adorned the walls. The restaurant was closed in 1999, and the collection, which included pieces from the estates of J.P. Morgan, Cornelius Vanderbilt and Henry Walters, was auctioned by Sotheby's in New York City for $10 million. Haussners was recreated on a sound stage and featured in an episode of Mad Men.

The logo design should also take into consideration our target audience which is expected to be Millennials, young professionals ranging in age from 21-35. From a marketing/design perspective Millennials prefer products and services that offer a complete, human experience. Give them a glimpse of the good life, and create for them a path to adulthood which promises inspiration and adventure, not responsibilities. Millennials cherish creativity and innovation, and love hanging out with friends, creating connections, and celebrating life. They want to have adventure, experiences which are new, while being nostalgic. Millennials prefer unique and individual marketing messages, not ‘sales pitches’. They tend to think of themselves as exclusive entities with distinctive perceptions.

Overall, the project will have an urban-chic, modern appeal and will also complement the neighborhood’s funky mix. The logo should be representative of this new chapter for the site while at the same time acknowledge the rich history that exists there. The following link includes an article about the project that may be of interest:
https://www.baltimorebrew.com/2015/09/30/say-bye-bye-baltimore-to-the-haussners-building/

Target Market(s)

Millenials, young professionals ages 21-35

Industry/Entity Type

Real Estate Development

Logo Text

Highland Haus

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Logo styles of interest

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• Must have the name of the property in the logo design, with or without a graphic element.

Should not have

• We are open to any style fonts, however, prefer not to have an entirely script font logo.

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