• A$300

• 260 designs

• 64 designers

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Logo Design Brief

Our Tango club, 'Tango Sierra' , is launching "Encuentro Sierra", an exclusive, new Tango weekend event created to attract the very best dancers from around Australia and beyond. We need an event logo to start, then an event poster/invitation will be created which we will brief this as a graphic design project as soon as we have the logo designed. The event will take place in a historically significant Art Deco ballroom in Katoomba, in the Blue Mountains near Sydney with Art Moderne style features. (see photos and diagram of the lighting decor). We would like our branding to project a sophisticated, vintage elegance that ideally builds on this heritage and leads to expectations of a high class gathering of dancers. We are likely to prefer the simpler forms of later Art Deco over the highly angular and densely elaborate early Art Deco, but could be pleasantly surprised by a design that is more complex yet elegant. To create the logo, we want to surround the brand name "Encuentro Sierra" with a vintage Art Deco style frame that features a "sierra"/mountain design element into the frame (see concept sketches below).
''''''''''''''''''''''''///??????????????????????????????????????????????????????///The key is to convey the sense of a grand yet intimate event in the framing design. We prefer figurative to literal imagery in the mountain design element. An "Encuentro" is originally, a more formal and lavish Argentine gathering of tango dancers. Now becoming popular in Europe, 'Tango Sierra' seeks to launch the first true Encuentro events in Australia. An "Encuentro" means a "coming together" of dancers, both socially and physically. Our event seeks to create an intimate coming together of like minded spirits and is more restrained than the flashy over-exaggerated movements of "Show Tango". The Tango dancers we are targeting will most likely be drawn to classy, sensual and slightly off beat imagery. We are particularly targeting male dancers (ages 30-55) and want them to book early. These events are gender balanced, so high male attendance drives the success of the event. The look and feel of our branding should therefore be biased towards appealing to this male group (or at least not alienate them with overly feminine imagery.) We have the font Marcheil in mind for the brand because it has an elegant look and conveys a sense of the entwined intimacy of tango dancing in the way it wraps around itself in certain configurations. (see execution below). It is elegant yet dynamic and slightly offbeat (although the capital 'A' looks too "wonky" for the precision and elegance of Tango. We are open to other suggestions, however, as long as the font is neither too thin or overly bold and chunky as some classic art deco fonts. We like the classic tango colours of black and white with flashes of red for our event logo and happy to use pastel blue to link with the Blue Mountains location. We are open to white/red/silver/gold against a black background. We would also consider the selective use of red within the logo font/letters as an off beat "hook". The most frequent viewing of the logo is likely to be on the event's FB page, so the 820x312 format of the Cover Photo should inform the logo format. FB will link to our web site (to be launched in early November) where tickets can be purchased. The poster (to be briefed/designed later) will act as an invitation and be central as a call to action to our launch campaign in digital media. The vintage style poster will feature an elegant Art Deco moderne style of frame and design features to evoke the venue's mid 1930s Art Deco architectural features, while relating to the Golden era of Tango (1935-1952), when the Tango Encuentro was in its hey day.

Target Market(s)

Advanced level Argentine styleTango dancers NOT "Show Tango" which is over the top style and exaggerated movement. Argentine Tango is more subtle and intimate
Male bias

Industry/Entity Type

Entertainment Industry

Logo Text

ENCUENTRO SIERRA

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Logo styles of interest

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Font styles to use

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Colors

Designer to choose colors to be used in the design.

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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

• Elements:
• Stylish Art Deco font ...sans serif not too chunky or too skinny
• Classic Art Deco frame that references mountains
• Style:
• Elegant, high class

Nice to have

• Sense of an intimate gathering
• Sense of containment in a grand space
• One of the fonts suggested in the zip file
• Black background
• Silver framing elements
• Red (discreet) to amplify intimacy
• Blue mountains
• Classy balance of elegance and substance
• Artful balance of simplicity and sophistication
• See brief

Should not have

• Corporate look and feel: this is a party!
• Non art deco designs
• Images of dancers
• see brief

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Files

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