• A$400

• 350 designs

• 143 designers

Logo Design Brief

Shoe Story will be an Australian on-line women's dress shoe store.

Shoes will be quirky and inexpensive, yet stylish and fashion forward. There will be color, bling, and a sense of fun in everything we do.

These will be shoes that any woman will want to wear.

We need a logo that captures a sense of fun, that says "quality" and "fashion", yet also says "affordable".

Our price point target is between $35 and $60 a pair, pricing that's 50% to 75% less than our customers could buy a similarly styled shoe at a retail store.

The logo will be used for general branding, and on an in-shoe label.

We have no design preconceptions, and we're looking for something quirky... just like our shoes.

Updates

Go to www.shoestory.com.au/samples where we've put just a few shoes to give you an idea of what we mean by "fun" and "quirky".
Added Thursday, February 21, 2013

Hello Designers,

It seems most of you have completely missed the brief on this design task, so rather than provide feedback on individual designs, I'd rather step in now and maybe guide you all a little further.

We thought the brief was clear, but what's missing from most of your designs is that sassy, funky, creative edge.  We want our logo to pop.  

Play with the meaning... "shoe story".  Some of you have done that and featured books in your designs.  Great.  Keep that coming.  Or maybe film.  (One idea we had was to have an (animated?) open book.  On the pages, photos of shoes.  Perhaps when you click the logo, the page turns revealing more shoes.  Implement that if you like.  You'll get our attention, but remember, our shoes change all the time so we'd need to add the photos in Photoshop or whatever.)

Or perhaps you want to lead us down a different path.  Think about what appeals to women... shoes, to women, are the ultimate statement.  You can never have too many shoes.  They're an expression of the female personality.  Women LOVE shoes.  (Ok... most women.)  They don't count sheep to fall asleep, they count shoes.  They don't dream about fast cars or candy or flowers or men, they dream about shoes.  

Think Imelda Marcos.  Think Carrie Bradshaw.  Shoes!

Some of your designs are downright boring, and I don't want to tell you individually... if you don't already know, then you probably can't help us.  We don't want boring.  We can do boring ourselves.  We want something great and we're confident that because you're here, you can do better than boring.

Some of your designs might be ok if we were selling sports shoes, or perhaps selling shoes at Walmart, but we're not.  We're selling creative, fun, funky, quirky, stylish shoes that will have a special place in a woman's wardrobe (and heart).  

Some of you have been far too literal.  We're quite capable ourselves of choosing one of the 4000+ fonts in our library and putting two words together with pretty colours.  We know you're better than that.  Think laterally.

Oh... and we'd prefer no stiletto heels.  They're just not our main line.

If you have questions, I'm happy to answer them.  Ask as many as you like.  

Thanks

Ian

Added Friday, February 22, 2013

Project Deadline Extended
Reason: We have been overwhelmed by the number of entries, which has meant we've been tardy in providing feedback. We are allowing some designers more time to makes changes we've suggested before we make a final decision. Also, while we have two or three designs we might be able to work with, we still haven't (with one or two exceptions) seen a design that jumps off the screen at us.
Added Saturday, March 02, 2013

Target Market(s)

Women of all ages... young and young at heart.

Industry/Entity Type

Fashion

Logo Text

Shoe Story

Logo styles of interest

Emblem Logo

Logo enclosed in a shape

Pictorial/Combination Logo

A real-world object (optional text)

Abstract Logo

Conceptual / symbolic (optional text)

Character Logo

Logo with illustration or character

Wordmark Logo

Word or name based logo (text only)

Lettermark Logo

Acronym or letter based logo (text only)