At the moment we are an internet store focusing on selling merchandise for tame birds/parrots. We have recently bought a physical store and will continue to set up more such stores to become a pet store chain focusing on merchandise for all kinds of pets (not including live pets). Current store exists on http://poppis.no but will be completely redesigned, and logo is one of those issues.
Quality is the number one value for the customers, cheap merchandise and price competition comes quite far down our priority list. The store is focusing on Scandinavian markets.
The brand, poppis, is a short form/slang for "popular" in several of the Scandinavian countries. It has no connection with pets whatsoever, but was selected three years ago as it is a general term that could describe "anything", was associated with something positive and in such a way, the brand could evolve over time without limits.
Merchandise includes products for birds, dogs, cats, horses, rodents.
Does not include tropical fish.
Geography: Scandinavia (Norway, Sweden, Denmark)
Audience: Pet owners, and pet owner wannabees
Gender: 70%/30% women/men
Age: Main audience between 6-16 + 25-40
Income: Lower middle class citizens and above
We haven't decided whether to use capital letters or not (poppis, Poppis, POPPIS) for the brand, but will leave that to the creative process. The logo should work on both internet sites, store signs, letterheads, ads (online or printed).
The logo should radiate moods like "happiness", "fondness". "Cartoon like" could be a way to illustrate this.
We do not want a mix of many pets on the logo, but at the same time it should not exclude any. This means, a logo consisting of a dog and a cat is not general enough, and a logo with 10-15 animal heads is too messy. Simplicity is a virtue. A fantasy animal consisting of parts from 4-7 animals could be a solution, but not necessarily the solution. Other ideas are welcome. No paw prints, they're too widely used for pet brands (Eukanuba etc.)
Please use a limited number of colors. Again, simplicity is good and we want to avoid mess. That does not mean it has to be one color.