We are literally a mom and pop operation, though it may be more accurate to describe us as a mommy and daddy operation. (Our daughter is not quite three.) We live in Memphis, Tennessee where we are part of the local arts scene. This is our first venture into this sort of business. Apologies if the following thoughts are scattered or contradictory...
Want to position Filterrific as a brand that makes it EASY for the average mom or dad to replace on their own vacuum cleaner filter.
We feel that the Filterrific logo should be FUN and FRIENDLY (part of the reason we chose the brand name was that it made us smile), but we are open to suggestions.
Designers are encouraged to think OUTSIDE-THE-BOX and explore concepts you might not pitch to corporate clients.
The Filterrific logo will primarily be used for RETAIL PRODUCT PACKAGING (as well as on our website), and the brand logo will be one of the primary ways we distinguish our products from the competition. Our customers aren't going to know the technical intricacies of vacuum cleaner filtration (they're moms and dads, not handymen or purchasing agents for cleaning service companies). They're likely to choose our product over the competition's the same way they choose one bottle of wine over another at the grocery store. To them, grapes are grapes, and vacuum cleaner filters are vacuum cleaner filters; it's the branding that speaks to them in some way...
The logo must be an ORIGINAL design created specifically for Filterrific and not incorporate existing material (i.e. no clipart, stock, or elements designed for another contest or client, etc).
The logo can be on any SOLID COLOR BACKGROUND — but we need it to work over solid WHITE as well.
NO SPIRALS, please. One of our competitors feature a spiral design in their logo, and we're trying to differentiate from them.
While our target audience is likely eco-friendly and "green," several major competitors use green as the dominant color in their branding, packaging, and even name. We're not against using green, but would need to be able to differentiate from these competitors somehow -- perhaps with a complementary color that can be used for packaging, etc.
Thank you and good luck!