Scandinavian Modern Meets Sexy Accent: Logo Design

Simpulse

Narrative
Simpulse is a new form of payment by mobile phone. Using only their smartphones, consumers pay for goods inside of retail stores, manage their accounts, and find/earn other exclusive offers. The consumer has inside access to retail that is ultra-convenient and sophisticated, and the brand needs to represent this. Think of the American Express Black card going mobile. On the backend, merchants, retailers, and banks use this payment for to distinguish themselves as leading edge and as a new way to connect with the modern, savvy consumer.

The Target
The brand target is two-fold:

Consumers: The consumers tend to be young somewhat affluent adults. Imagine the target demographic to be 22 to 28 years old, 50/50 male and female, and affluent enough to afford a Smartphone (iPhone, Android, Blackberry, etc), technically savvy, and active in online social communities. They are more likely than not to be in white collar office jobs, and just beginning to be able to afford the fashions and lifestyles that come with a professional career, while being edgy and young in their interpretations. These consumers need a fun, simple, and trustworthy image as this product will relate to financial transactions. Strength, simplicity, edgy, modern, and fun (impulse).

Marketers/Merchants/Advertisers: The corporate consumer is a very large company/brand trying to reach and engage the above consumer. They need an image that is also strong and trustworthy as they depend on Simpulse for management of customer relationships and direct connections to payments for their goods. Fortune 500 brands are this target.

Update: Another design to check out that we like is http://bit.ly/9Mzo96, except make it an "s" instead of a "d" and other accent tweaks.

The winning design will deliver:
* 95% of the core design will be clean/simple/modern Scandinavian design
* 5% of the design as an accent: impulse/color/sexy/fractal/lacy
* an new icon and a font treatment of Simpulse

We're looking for a designer who "gets it" and will work with us through stationery, website, and corporate imaging assignments.

*Brand Image*
Simpulse is a mash-up of two words - Simple and Impulse. To build graphic treatments on these words, the brand image is 95% simple/clean/highly-modern/ and 5% impulse/sexy/bright/curvy/fractals.

The image/font treatment is crisp, clean, white, and simple modern. Sharp edges, lots of white space.

There is no tag line with this concept.

Inspirations
http://bit.ly/9FcDCy
(Notice the simple lines, white space as the design core and the light blue accent)
http://bit.ly/esx5l
http://bit.ly/dbrOmW
http://bit.ly/a5TnDV

Accents Concepts: (not limited to this, though!)
http://bit.ly/97vMxO
http://bit.ly/de3Ta9

Conceptual Words:
CORE: sophisticated, smart, ubiquitous, simple, tasteful, distinctive, very modern, highly exclusive
ACCENT: Impulse, fun, sexy, fractals, inspiration, idea
FLAVORS: Freedom, platinum,
UTILITY: Payment, loyalty, convenient, easy, indispensible

No dollar signs
No mixing of Serif and sans serif fonts
No ‘phone’ graphics