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Company Name: Fenimore


Company Activity: Production of men's shirts. In the future - suits and coats


Product/Service Description: 

Men's shirts. Focus on classic and smart casual.

The goal is to provide people with high-quality shirts at affordable prices. Even by cutting margins compared to other representatives.

Sales are expected in presentable packaging.


Distribution Channels and Sales Geography:

Social networks - sales across Ukraine. Prospects for entering the European market

Showroom in Kyiv and potentially in million-plus cities of Ukraine


Target Audience Profile:

Men aged 25-50. Entrepreneur or office worker. Values time and quality, counts money, dislikes shopping, prefers to find one place where he can find what suits and pleases him and buy the product there. Prefers classic or smart casual, but allows for bright elements: for him, there is nothing shameful in wearing colorful socks or a scarf.


Existing or Proposed Positioning:

Shirts in the mid+ price segment. Cost up to 2500-3000 max UAH. We will strive to keep the price within acceptable limits


Closest Competitors: Eterna, Roy Robson


Main Competitive Advantages:

Quality: only high-quality fabrics are used, mainly Italian, mother-of-pearl buttons, and other fittings. 

Neat and thin seams, pattern matching, individual structural elements, mainly characteristic of bespoke

Individuality: the ability to tailor to fit, change individual elements, or make custom orders

Cost: cheaper than it should be, because we do not mark up by x4


What elements should the logo consist of?

  • from a signature writing and a graphic element
  • your options are possible


The word will mainly be used: on the yoke of the shirt (in the collar area, where the name is usually sewn), on the box, on brochures. The graphic element - possibly on less noticeable parts, such as the gusset, label, etc. In any case, the graphics should be simple.

If the combination of text and graphics is successful, even better - we will use it more often, and only graphics on small elements where the word does not fit.


What word or phrase will be used in the logo? Fenimore

Sometimes - + slogan


Should the logo be bilingual or trilingual? Only English


If the company has a slogan or tagline that needs to be added to the logo? Coz you dare!

But it will not be used all the time. For example, on the box, brochures, possibly on something else, but not necessarily on the shirt itself. That is, there should be a possibility to add/remove from the logo (both text and graphic) without diminishing the logo itself.


What should be depicted in the logo?

Good question 🙂

If we are talking about graphics to the text, then something small, so as not to clutter it when both text and logo are used. Possibly stylization of letters or an abbreviation of several, possibly something like an underline or a frame, maybe a separate element that is fine on its own and together with the text, or at least does not spoil it. We are open to absolutely different options.


Is the logo being created for the first time or has it existed before and is currently being recreated (rebranding)? For the first time


Are there basic colors or a preferred color scheme?

What to start from: suppose there is a shirt in the window, it is folded, so you see a small part of the shirt, the collar and in its vicinity - a label with the logo (attached file). This label should be noticeable and recognizable. That is, it should at least not blend in with the fabric, whatever that fabric may be. It is clear that it is unlikely that some black fabric will be used in that part. But colorful - quite likely. Perhaps some kind of background can be used to separate the logo from the main part? But these are just ideas out loud.

I do not know if it is possible to achieve this, for example, with black. It may just get lost. White and blue - too, may blend with the main part. I thought about different shades of red. But again, there may be ideas on how to highlight it not through color, but through font, style, background, other elements. 


What should the logo be like?

  • first of all original - not borrowed from someone, not stylized. I do not want to offend professionals in their field, just had a couple of unpleasant cases.
  • simple, concise
  • minimalistic - preferable
  • bright - yes
  • dynamic - possibly, if there are ideas, but not necessary
  • modern - but so that it does not become outdated in 5 years
  • abstract - possibly


What brand do you consider successful in this category of goods or services, and why?

ISAIA - simple and recognizable

Roy Robson - sounds good and has a cool logo in the form of a twisted thread.


Are there any undesirable elements for use in the logo? Three-dimensional figures, complex details, many colors.


Provide any additional information you consider important.

Usually, logo visualizations are done on brochures, business cards. This is not quite relevant, because the main thing is how it will look on the product and packaging.

So if you can visualize it on a shirt + on a box (a regular solid white/black/red - choose, rectangular box, logo in the center)

An example is attached of what is meant by the placement of the label. Please do not take it as a guideline for style.
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