* Please note: I have updated this brief (Jun 29th) to be more in line with my preferences now that I have had a few entries.
The design should:
1. be original - no clip art or stock imagery please!
2. be clear and easily read at sizes compatible with business card/product packaging. The text should not be larger than the image so as to diminish the impact of the image itself. The attached example illustrates this. I am very drawn to the 'seed to plate' design as far as having a separate image adjacent to text, with the image looking hand-drawn. (Also attached are some examples of what I DO NOT want).
3. the logo should integrate equally well into a variety of food categories (eg. syrups, fruit pastes, protein sources etc) without imparting a biased feel toward any particular food group. It should reflect both healthy food ingredients and a healthy lifestyle.
4. the logo should equally convey the message with or without the accompanying text, ie. it should be able to be used in isolation and still impart the same message.
5. as we are trying to identify with people wanting to make their own health foods, the logo should also impart a strong sense of bespoke/individualism - for example, a stylized image of a healthy person, or with partial features that would imply the same.
6. Further to point 5, I like the idea of a word mark that looks somewhat handwritten/scribbled/chalk drawn (as
if on a blackboard hanging in the kitchen) as it would reinforce the
individualistic/bespoke nature. Some sense of rustic/warmth/raw/earthy might be useful???
7. no basic knife/fork/spoon combinations as this is quite common.
8. no leaves in the design (see attached pdf "logos I don't like").
9. no basic fruit and veg in the design as it suggests 'fresh produce' as opposed to general ingredients.
The suggested colours are derived from an example website I found (also shown in the attached examples). This color scheme seems to work well with the healthy foods found therein. Note: I am not 100% attached to this - just what I have found to date.