WHAT DO WE WANT THE LOGO DESIGN TO DO?
(Why are we redesigning? What problem needs to be solved? What opportunity can we exploit?)
Deliver a logo that is distinctive, clever and enduring. The logo will appear on the Festival website and collateral material, but will also appear on merchandise sold at the Festival.
WHAT INSIGHTS DO WE HAVE?
(Who is the audience for the logo? Who should it appeal to? What are their lifestyles, needs, hopes, fears or opinions? What is their product knowledge/experience?)
They have an interest in Celtic culture. Some might have a deep passion for the history, music and culture. However, many will have only a superficial interest. There’s a good chance that they will have some Scottish, Irish, Welsh, Cornish, Manx or Breton heritage, if only distant and small.
We hope that the Festival can play a role in igniting their interest in Celtic culture and that they will become regular repeat visitors and passionate brand ambassadors.
The Australian Celtic Festival is the only festival in Australia that celebrates all the Celtic Nations. The Festival emphasis is not only on music and/or dance, but also history and culture.
HOW DO WE WANT THEM TO DESCRIBE THE BRAND?
(How would they talk about the brand’s values and personality?)
One of the world’s best celebrations of Celtic culture. A warm, educational and entertaining experience.
WHAT’S THE BRAND STYLE THAT SHOULD BE PROJECTED BY THE LOGO?
(What personality and style guidelines should influence the new logo?)
The winning logo will:
1. Have a Celtic flavour to it.
2. Be representative in some way of the Celtic nations.
3. Work with the current Australian Celtic Festival font (Dumbledor 1), but also be an appealing design on its own.
4. Not have the Celtic national flags on it.
In tone it will be: (refer to Brand style chart)