1. THE LOGO
a) WORDS TO BE INCLUDED IN LOGO: Duncan Makoni.
b) TAGLINE: No tagline.
c) FIVE ADJECTIVES TO DESCRIBE LOGO: Luxury, Masculine, Mature, Classic, Serious.
d) ABOUT MY COMPANY: Luxury jewellery company.
e) WHAT MY COMPANY IS AND DOES: Designs, manufactures and sells luxury jewellery.
f) HOW I AM DIFFERENT THAN MY COMPETITION: I use traditional methods and focus on an affluent clientele.
g) BENEFITS OF MY PRODUCTS: Quality, traditionally made jewellery.
h) ATTRIBUTES OF MY BUSINESS THAT I WOULD LIKE MY LOGO TO REFLECT: Integrity and affluence.
i) HOW I INTEND TO MARKET MY COMPANY: Physical store, magazines, newspapers, online.
2. GOALS AND OBJECTIVES
a) WHAT I WANT TO HAPPEN AS A RESULT OF THIS PROJECT: To use the logo on packaging, marketing materials.
b) SHORT-TERM OBJECTIVES: To establish name brand in the luxury jewellery market.
c) LONG-TERM OBJECTIVES: To set a high standard in the luxury jewellery sector.
3. DESCRIPTION OF WHAT I WANT DESIGNED
a) MY AIMS AND REQUIREMENTS: To achieve a timeless brand image that will not only establish the name brand but also sustain it.
4. MY TARGET AUDIENCE
a) WHO I AM TRYING TO ATTRACT WITH MY MARKETING MESSAGE: Wealthy clients with a lot of disposable income.
b) THE OVERALL MESSAGE I WANT TO CONVEY TO MY TARGET AUDIENCE: My jewellery is elegant and of good value. My jewellery reflects success, achievement and victory. My brand implies affluence, material wealth and extravagance. My brand is associated with sophistication, elegance, value, quality and status.
5. TONE & IMAGE:
a) TONE AND IMAGERY WILL BE MOST EFFECTIVE, SPECIFIC VISUAL GOALS: Formal, affluent and exclusive.
b) HOW SUCCESS WILL BE MEASURED: By the number of sales that the brand attracts.
a) COLOURS WHICH I WOULD LIKE TO SEE IN MY LOGO: Green (Wealth, Success, Growth) and Gold (Status, Wealth, Power).