PureLiving: Indoor Environmental Solutions
PureLiving (http://www.purelivingchina.com) will be an an indoor environmental testing and remediation (correcting the problem) consulting company in China. We started this company after suffering through problems with our own house and realizing that there was no one in the market who both was reputable and more importantly, had been in the shoes of foreign expatriates (expats) themselves and was able to offer trusted and unbiased guidance.
We will be testing for air and water quality, and the other indoor toxins such as lead and mold. Our positioning is to be the #1 trusted complete solutions partner to educate customers on the various health hazards common to China urban life, recommend appropriate testing, identify root causes, and then provide recommendations and solutions to fixing the problem using international standards and best practices.
Over time, we may expand from just homes to businesses.
Initially, English-speaking expat families in Shanghai, helping them make their home a healthy place to live. This group splits into two segments. One is the organic-food buying group who already are very aware of health hazards and just needs to find us and trust us. The second and larger group is made of expats who are vaguely aware of the dangers of China (low or non-existent standards, high pollution, and little government protection or enforcement), but require education and hard-hitting facts to create a sense of urgent need.
Over time, we will expand to expats from other countries living in China (Japanese, Korean, Taiwan). Their needs will be similar, but have different recognition of cultural references and obviously language.
Attributes to convey:
Trust and accountability-- Solutions, advisors, specialists, sciences
Sense of green -- Clean, green, smart, pure, fresh, safe, guardian, oasis
Describes the indoor environment -- Air, home, urban, environment, living, indoor, health
International, authoritative -- International, Global
We envision a logo that might consist of or combine elements of nature (tree, leaf, bamboo, wind, water, etc), a home or building structure, and the words: "PureLiving" "Indoor Environmental Solutions" possibly with space for a short tagline (ie. "Making healthy homes," "Because China's really dirty," etc). We encourage creativity in helping us come up with a better tagline!
1. There is no need to incorporate any eastern or Asian elements, since we are appealing to the need for a company that brings expertise and standards from outside China.
2. No cartoons - need this to look professional and convey trust without being stuffy
3. Avoid country-specific cultural references (ie. maple leaf, bald eagles)
We need to go live at a large expat fair in September and will have additional poster and banner work.
Print file format - .ai (CMYK)
Web file format - .jpg and layered .psd (RGB)
Please do not use any stock images or clip art in the logo