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Technical assignment for creating a logo for the furniture salon «Furniture Traditions DVC».


Company name: Furniture Traditions DVC


Company activity: production of case furniture to individual orders.


Product/service description: Manufacture of high-quality and complex case furniture. Special attention is paid to details and decorations. Emphasis on classic style furniture. However, at the customer's request, they can also produce in any other modern direction (minimalism, Scandinavian, loft, etc.)


Distribution channels and geography of services: local, regional level.


Target audience portrait:

Income level – High, stable. There are savings.

Social status: businessmen, entrepreneurs, heads of enterprises, government institutions (officials).

Motivation for choosing furniture: to emphasize status, ensure excellent functionality, and create comfort at home. The choice of furniture in the future should be approved by friends who come to visit. To admire and recognize the high level and good taste of the furniture owner.

Age: 40+ and older. However, there are also young families who order classic furniture.

Family status: families with children (possibly 2-3 children), have pets.

Both husband and wife have cars. They travel and observe interior trends in the design of 4-5 star hotel rooms. They are not doing renovations for the first time. They own an apartment and a country house. Older children have separate housing.

Renovation object: a building house, apartments with improved layouts in new residential complexes.


Closest competitors:

What elements should the logo consist of?

  • only original brand writing
  • only a graphic element
  • from brand writing and a graphic element


Should it be trilingual:

  • Ukrainian - yes
  • Russian - yes
  • English - probably


If the company has a slogan or status line that needs to be added to the logo? Slogan: Craft as Art


What should be depicted in the logo? It all depends on your imagination. Perhaps a graphic representation of the company's mission, perhaps DVC in graphics, or something else. At your discretion.


The logo has existed before and is currently being recreated (rebranding). Do not look at the old one!


Preferred color scheme: ready to consider various color solutions.


The logo should be:

  • prestigious
  • harmonious, tasteful
  • understandable
  • refined
  • expensive


The logo should convey the following image of the company:

In the name of the brand, the word «traditions» is central. The concept of tradition is the foundation of the brand concept. We decode the word «traditions» in the name:

1.    Tradition – is continuity.

The tradition of continuity in the DVC brand lies in the transmission from father to son of respect for the carpentry craft. The transmission of respectful attitude towards nature and wood as a living noble material.

2.    The tradition of passing knowledge and skills of craftsmanship from generation to generation, allowing the continuation of the art of creating exquisite and harmonious furniture. Any interior style, classic or modern, will be realized in furniture of the highest level, meeting the canons of that or another style.

3.    The tradition of making furniture of the highest quality, «as for oneself». For any style of furniture, it is fair to say that the highest quality remains a priority.

 Association, image: «Parmesan cheese matures for a year»

We cannot do it faster than the processes of drying, painting, and others require. We cannot do it cheaper, because quality varnishes, paints, and fittings are expensive. We will not risk the reputation of our family name, the reputation of our brand. Therefore, when ordering furniture from DVC, you can always be sure that it will be made «as for oneself».

4.    The tradition of improvement and development. Each generation of the DVC furniture dynasty, inheriting craftsmanship from the older generation, strengthens the acquired experience and knowledge. They improve them with modern, relevant technologies and equipment for today's tasks.


Undesirable elements for use in the logo: none.


We want to receive the source material in the following formats: psd and vector.
Updates
Update #1

The competition has been extended for 24 hours. 

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6 June 2019, 9:43