We are an online hobby store. Majority of our products are scale model kits, accessories and related tools, paints, references.
Models are toys, for grownups. Main difference from kids' toys is that the focus is on construction and painting, not "playing" with it, and once built, they are more like displays than playable toys.
Our customers are mostly male, 30+, financially stable. They are more often than not mechanically inclined, but generally with good tastes in arts. In a sense, Leonardo Da Vinci was one of the more prominent modeler figures in history, although he was more often viewed as an artist by non-modelers.
“scale” separates models from arts. In this sense, models are usually accurate representation of the subject. Arts (sculpture and such) on other hand emphasis on the overall expression instead of accuracy.
There are different disciplines in modeling, ranging from military subjects to civilian. Military subjects breaks down into land, sea and air, civilians includes ships, cars and locomotives. There are other disciplines in each category but they are minorities.
Another big field of modeling is figures. Historical, scifi, monsters, in different scales and sizes.
Lastly, it’s important to note that modelers are hoarders. They are well funded but always looking for good deals and discounts. Hoarding means there’s never enough money to go around, it’s either finding good deals or make selections, hoarders generally prefer the former.
We have 2 webstores.
http://www.lots-of-models.com this is the one for current logo design.
http://www.am-works.com this is our own brand of products. Our own products are more focused into several disciplines. Lots of models on other hand is a general store. We currently carry over 20 ,000 SKU and this number is growing.
Note: we're doing logo for lots of models, it's a retail business, not production.
The logo needs to accomplish the following:
1. when ppl see the logo they need to know it's a model shop, not another kind of hobby store (comic book store or trading card / board game store, etc)
2. the logo need to present us as a reliable and credible source of products, sophisticated, a legit and sizable operation. There are a lot of small businesses in this field ran from people's garages, we want to make it clear that we're not one of those.
3. modelers (our target audiences) are both mechanically inclined and have refined tastes in arts. The logo needs to be identifiable in this sense.
do not use element of our current logo. We will also reject anything that remotely resembles it. The reason we are using crowd design is because we could not come up with a satisfying logo.