• US$400

• 100 designs

• 41 designers

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Logo Design Brief

Project:
New Logo/Brand Identity, with a focus on mobile usage

Assets to include:
Logo design concept with a variety of layouts for multi-purpose use.

Background / Overview:
Red Tricycle is a digital media platform to help parents find things to see, eat and do with their kids.

The original logo (www.redtri.com) was designed for a book cover (the original business concept), and has served the company well for over six years as we’ve launched and built a digital business comprised of a variety of assets including email newsletters, website and social media following.

Historically Red Tricycle has been has been a media company focused on discovery: Helping parents uncover the best family adventures, from hidden waterfall trails, kid-friendly concerts, new food trucks and outdoor movie screenings, all in their own backyard.

Today, Red Tricycle serves over 1 million parents in 9 US cities, with ongoing global expansion plans as well as a continued evolution of our business model. Most users are accessing Red Tricycle on-the-go from their mobile device (over 60% and growing), and we are focused building a mobile app to takie parents beyond discovery to activation, to not only help them to find cool things to do, but:
• See what their friends are doing and what their friends recommend
• Get updates on things that are important to them (from recipes, to science exhibits and neighborhood block parties)
• Ask parenting questions and get answers from to the local Red Tricycle community
• Plan activities and doing things with their friends
Additionally, the company is also evolving from a one-way content channel, to being a social network and community, where everyone is welcome to share, contribute and exchange information.

What is the objective, purpose of redesign?

• Simpler design for mobile usage that translates across all platforms and is ubiquitous/identifiable across all demographics.
• Better reflection of what the company does today (a social network and community that helps families have fun in their neighborhood and city)
• Better reflection of our brand: Playful, Active (clearer demonstration of the movement/activation we are a catalyst for), and Strong (strength because parents go through a lot raising kids, but they rely on Red Tricycle as a rock they can lean on the whole way through).

Target audience: who are we talking to?

92% are women (though we want the brand to be gender-neutral)
Nearly 70% are 26 – 45 years old
85% have one or two children
65% have an HHI over $100K
80% have college/post graduate degrees
72% have bought a product or attended an event featured in Red Tricycle in the past 12 months

The adjectives Red Tricycle users most often use to describe themselves are (in order): Practical, Resourceful, Hardworking, Busy, Organized. Followed by, Fun, Smart, Generous and Funny.

How Red Tricycle makes them feel:

We make them feel happy and fulfilled, in the know – and part of a larger local community of moms just like them.

We make them feel like Adventurers, that exploring the world with their children is an adventure – full of serendipity, delight, discovery. We help them believe that’s the best way to prepare their children for life’s adventure, and they actively seek opportunities for their kids to experience what the world has to offer – starting in their own neighborhood!

What else will assist creative development?

Red Tricycle most closely aligns with the Explorer Brand archetype, which we use in communications to create a compelling brand personality:

Explorer brands understand that there are no limits to becoming and no end to learning. They cultivate experiences to stretch and grow, opportunities to step out of life and into living. Independent and self-directed, explorers enjoy individualist pursuits. Inherently non-conformist, they value freedom and innovation. They seek out a better world and the ability to align inner needs with outer realities. Explorers are ahead of their time and often appeal to youthfulness.

Starbucks lets you experience coffees of the world right at your corner store and will customize your drink according to your preference. Or think of the United States of America and the rallying cry of “Go west young man!”

Explorer language is active; these brands are on the go, learning through experience. Their look is rugged and individual.

Other explorer brands: Starbucks, Virgin, Jeep, REI, Northface

Target Market(s)

We reach over 1 million parents with kids 0-10.
92% are women (though we want the brand/logo to be gender-neutral)
Nearly 70% are 26 – 45 years old
85% have one or two children
65% have an HHI over $100K
80% have college/post graduate degrees

The adjectives Red Tricycle users most often use to describe themselves are (in order): Practical, Resourceful, Hardworking, Busy, Organized. Followed by, Fun, Smart, Generous and Funny.

Industry/Entity Type

Communications

Logo Text

Red Tricycle

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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

Should not have

• too much detail (as current logo does). simple clean design, one or two colors that will work well on a small screen.

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Files

Download all files - 0.3 MB