Blue Joy Brand Identity

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This customer received 101 logo designs from 41 designers. They chose this logo design from Slant Line Media as the winning design.
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Logo Design Brief
We need a new brand identity for an Estate Liquidator company. This brand must speak to 2 audiences. Audience one is elderly and needing a safe secure experience. The other is a an online auction buyer that is always looking for a great deal on the next treasure. Please review the attached materials to have the best understanding of who and what this client is. I will be looking for a design that can be tied to the most important aspects of the brand. Please see the attribute matrix and notice the top 3 to 4 words. Use those words as the core inspiration for your design. What I am looking for is a new logo, and a designed guide for the brand guide document I am attaching. If you win, there could be more work for this client.
Logo Text
Joy Blue Estate Liquidators
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.