The Founders Den is a group of four experienced Internet Entrepeneurs who are creating a shared office space for early-stage startups. The Den will be located in the South of Market (SoMA) area of San Francisco, a neighborhood dense with lofts and new internet enterprises. Twitter, Techcrunch, Bebo and hundreds of other well known startups started in SoMA or call it home today.
The Founders Den will be a gathering place for experienced entrepreneurs, mentors, and advisors. There will be space available for meetings, industry events, and invite-only parties.
The Founders Den is targeting an experienced entrepeneurial audience - be it founders or mentors and advisors to those founders. The audience will be diverse functionally including sales, marketing, product, and engineering disciplines.
The logo needs to have a balance between fun and mature while staying cool and simple. It needs to fit in with the space so the Den feels like a place that would be fun to spend time in yet you would expect there to be a room full of smart entrepreneurs (not just a giant frat party).
The logo should be easy to read and has strong lettering while still having a little fun (i.e, magazine Fast Company). In terms of the actual design, it is fairly open including colors & design but here are 3 concepts (not required):
1) A strong set of basic colors to form a scene, much like a Michael Schwab design (examples attached). Consider using some buildings from SoMA such as AT&T Park, the bay bridge, or other general large loft style high ceiling spaces. Consider pulling in a cityscape as in the building example attached. Alternatively you could use silhouettes of people on computers
2) A den is another word for a living room, popular in the 70’s and 80’s. Consider a retro style logo that plays off this old definition. It could be a shag carpet from a den under the lettering, wood paneling (from a Den's walls) under the lettering or some other fun retro style. Some examples are shown with the 7up logo (love the spotted background), the red retro logo, and the green lettering (this is a bit hard to read)
3) A den is also a cave like place where animals go to live so the design could be some kind of a play on a cave. It would be difficult to pull this off and still have it feel like a professional place. The cave concept may fit with concept 1).
Max of 5 colors. Keep it simple/ easy to read with people & open office space with high ceilings