| General guidelines
Simmerberry's is the name of our company and of our mineral water brand. The logo must not be a direct reference to water. This is because we have plans to launch other beverages as well. Simmerberry's specialises in bottled, exotic hot drinks that can be heated at your convenience in your home. Everything we do is related to hot drinks. The logo should symbolise this, but it is important not to make the symbol look like a coffee or teapot (we offer more hot drinks, like Canelazo, Glögg and Zulu Beer), but something much more abstract.
We're following the same naming conventions of brands such as San Pelligrino, Spa or Chaud Fontaine. These brands all have the same name for their mineral water (product) and for their company. Their secondary products have a product suffix like "Spa 'Citron'". The equivalent for our brand would be Simmerberry's Canelazo.
The logo shapes our brand identity and it must look good on colourful, saturated packaging designs and minimalist, desaturated bottle labels (mineral water). It should look good in colour and in black & white (for letters or mugs).
The logo will also be used on our stationary, website, merchandise such as mugs, etc. The primary use of the logo will be on the bottle labels and their six-pack shrink wraps. We may want to emboss bottles with the logo in the future, if we can get custom bottles. The logo must really stand out because the mineral water market is very competitive and saturated, and this is the first product we will be launching.
→ No direct references to water, core market is hot drinks
→ Clean design
→ Adhere to Dieter Rams' 10 principles of good design
→ Sans Serif
→ Logo must be an emblem (Starbucks, Spa Reine) or a symbol that such as Nespresso or Dualsociety
→ Strong, but abstract visual language
→ Typeface must be round, proportional and proper for print and web
→ Proper proportions and use of golden ratio within the symbol design
→ Proper use of colour balance, values, colour compatibility
| Emotional appeals:
→ Good taste, good aesthetic
→ Desirable, like unboxing a present