New Logo - Womens Fashion Label

Tate & Lawson

Tate & Lawson are a start-up business that design and sell female business shirts with the goal to expand into accessories and business suits

Purpose/ Aim/ message:
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Shirts by women for women, Variety of fabrics and styles. Appeal to females that dress for success. Much like target audience logo needs to stand out and have an established presence.

Competitors:
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RhodesAndBeckett.com.au : too muscular, not enough colour, too plain, want more classic and flowing, without being cruise ship flowing.

HawesAndCurtis.com.au : want to appear more exclusive, logo is strong, inspirational story, history.

collettedinnigan.com.au : like flowing font, just not uniform enough, too curvy, different audience.

alannahhill.com.au : like depth of logo and flow, however too over the top.

Align with: Rhodes & Beckett and Herringbone, with regards to the customer base. If the company were to wholesale, the garments would be pitched to the likes of Myer, David Jones

Disliked Logos:
NinaKay.com.au
Mcmstudio.com.au
Shirtstudio.com.au

B2C, 20-45 year old strong & professional females that work in the corporate environment. Finance, Law etc. Go out for drinks after work. Dress smart and want to be noticed.
Sell online within Australia initially and will have a retail front within 6 months of operation. Cater to international markets.

Industry: Female fashion

Differentiating factors:
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Not a unisex product. Professional yet subtle feminine feel

Competitors strengths/ weaknesses:
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Established logos, however not feminine

Concerns to overcome:
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Not too feminine

Sales/ Channels:
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Online, retail front

Format required/ end use of product:
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Print, white stitched fabric labels & Web
Labels will be 5.5 cm wide x 1.5 cm in height

Graphic design/ Logo layout:
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Would prefer logo not to be only B&W or with blocky fonts.
Would like the words to flow and work together. Perhaps the T & L can have a flowing style that achieves this. Open to options.

Like Colours:
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Warm choc brown, pinks, aqua blue towards green (refer to au.tiffany.com), Grey, maybe subtle blue / purple shades
Professional with a touch of soft
Final logo will need to work well as a single colour

Avoid Colours:
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No orange or overpowering pink.

Design preferences:
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Like curved fonts. Logo will be font centric, no emblems, icons, illustrations or images to be included in logo.
Clean, minimal, avoid too feminine. Needs to look professional and reflect audience.
Potentially use condensed clean font.
Needs to stand out in the retail space

Brand highlights:
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Different styles & fabrics to suit different body types.
Professional, established yet friendly and touch of femininity
Quality fabrics