• US$150

• 90 designs

• 26 designers

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Logo Design Brief

Dear Designer,

Thank you for considering our logo design project. We truly appreciate the time you will put in to create a world-class logo for us. Please read the below design brief carefully and try to follow the instructions as closely as your creativity allows you.

Background

Past Forward Cosmetics is a soon-to-be-launched startup brand based in Budapest, Hungary focusing on finding cosmetics and other products from the past with superior effectiveness.
We believe that great products existed in the past, which were sometimes more effective / efficient compared to those of today as a result of the introduction of planned obsolescence, rampant consumerism and a fetish of utter convenience without thinking about the downsides.

Frequently, convenience comes at a steep price of adding a lot of extra chemicals to a particular product. In fact, every product is a bundle of effectiveness and convenience and we feel that today’s products go way overboard on the convenience side.

Past Forward Cosmetics has a markedly different philosophy, we strive to deliver superior effectiveness with the minimum amount of ingredients at an acceptable convenience level. (For example: your regular roll-on antiperspirant has several ingredients with no other purpose just to make it evaporate super fast once applied, to spare you from feeling a little wetness in your armpits for 30 seconds)

This is NOT the typical “organic/bio/fully-natural” approach, we don’t mind if some of the ingredients are not fully organic, as long as they are super effective, safe and have been in use for decades so that any long-term effects could have surfaced.
The first two products are a deodorant and a foot deodorant the founder have been using for 30 years and counting. The deodorant is extremely long lasting (up to 5-10 days) and has only three ingredients. This gave rise to the idea that there might be other cosmetic or other products, which were used in the past but have been forgotten due to mainstream society’s lack of concern with added chemicals.

Design Brief

Past Forward would like to build a brand, which represents the following ethos: superior effectiveness with acceptable convenience using the minimum number of time-tested ingredients. In short, Past Forward stands for simplicity, effectiveness, and no compromise for the sake of convenience.

The logo should also represent that there are valuable products/things from the past which can be used in the present and future without altering the product itself.

The brand name to design a logo for is Past Forward Cosmetics but the Cosmetics part should be designed in a way that it can be substituted for other business lines such as Past Forward Foods, Past Forward Clothing, etc. Just like in the case of Virgin Group (virgin.com), or Easy Group (easy.com).

There are two possible slogans which could be incorporated into the logo:

1. Rethinking “progress”… (including the quotation marks and periods)
2. Revolutionarily Old!

Please create logo versions with both to find which works better visually.

As noted above, the logo should work for any kind of products not just for cosmetics and certainly not only for deodorants.
We don’t have a clear preference for the type of logo, but the deliverable must include the typeface for the company name even if the logo is only a symbol.

The packaging will be modern, so please steer clear from purely “retro” and “vintage” looks. The emphasis is on purely, because you might come up with a solution that would creatively incorporate these retro/vintage elements while conveying the message what the brand stands for.

Also, please use the hackneyed “fast forward” button icon only if you have a very creative idea with it, which helps to communicate the above mission of the brand.

Some further information

Past Forward Cosmetics products will be distributed mainly online for quite some time.

Our current target markets are in the European Union.

The products will be relatively highly priced in their niches so a “premium” image should be projected.

The products will be hand made for the foreseeable future.
For now we don’t have any conclusive demographic data on our potential consumers yet. Based on very limited trials, young and older generations are similarly open to the idea. In the case of the deodorant, those people were most interested who had problems with their current deodorants.

Target Market(s)

European Union

Industry/Entity Type

Group

Logo Text

Past Forward Cosmetics

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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

• The logo must convey the message that although the product ideas come from the past, they can be used in the present and future.
• The main logo should fit any business line as described in the detailed brief with a slot to add the particular business line. (like the Virgin Group)
• Simplicity and elegance.

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