Take our logo from good to great
- Status: Closed
- Prize: $1000
- Entries Received: 2
- Winner: chimizy
Contest Brief
We would like to make a significant improvement to our current logo. This job is for highly skilled art directors and creative people. This is not a technical job. We are looking for an effective communication of our brand equity in a refined, yet simple logo that we will fall in love with.
Our selling proposition is:
" With YouCook, you can enjoy cooking great-tasting, healthy and balanced meals every day.
This is because we do all the time-consuming preparations, so you just have to cook and enjoy it.
- We choose the recipes from best tasting world-cuisines that are also generously green and nutritionally balanced.
- We shop for the best quality and responsibly produced ingredients.
- We prepare all the ingredients so they are ready to cook. We vacuum pack them so they stay as fresh as if you just had prepared them. Vegetables are washed&cut, meats are marinated, beans are soaked, sauces are ready to use, etc.
And because we do all the preparation for you, you can enjoy cooking a great-tasting, healthy and balanced meal in less than 30 minutes.
With YouCook, you can enjoy cooking for you and your loved ones, and serve them great-tasting, healthy and balanced meals everyday. And because you eat more greens, you also contribute to a better world.
YouCook – Because you care!"
Our brand character - or brand equity is:
"YouCook is like the humming bird who tries the put out a forest fire by bringing drops of drops from a near-by lake and pour them over the forest fire. When told that what he was doing was a waste of effort because it would never put out the fire, he replied "I know, but I do my share".
YouCook cares - and does its share - as a regular member of the community (not a president, professor, policeman, fanatic, missionary or a boss).
YouCook lives a balanced life, where pleasure (of cooking and eating) goes hand in hand with responsibility (nutrition, variety, environment). "
Our current logo is attached. We like the following:
- The name YouCook puts the focus on the customer and not the brand.
- The name celebrates the customer as a cook, i.e. the person who gets the credit for the great food (the personal touch)..
- The hand dropping spices into the pot puts further strengthens the above 2 points,
- Combined, the 2 elements sets YouCook apart from convenience products, such as TV dinners and take-away.
- The selling line "Because You Care": If you really care about providing good, varied, healthy and tasty food for you and your family, and about the environment, then home cooking is the right thing to do. People with a modern, busy, lifestyle are not able to live up to his on a daily basis. YouCook makes this possible for them.
What we don't like is simply that the overall look of the logo is not aesthetically pleasing. It seems disjointed, and does not form a self-contained unit. It is not refined. It lacks love! We are open to anything from fine-tuning to fundamental changes.
So the final result should include all the strong elements listed above, but turn it into a piece of art which we fall in love with. It can be in colour, but has to work in black & white. It has to work as a whole, but also without the selling line and even without the name (i.e. just the hand). The logo should be provided in all the file formats needed for web, print, and so on.
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Employer Feedback
“chimizy showed a really great sense for aesthetics. The end result was very harmonious, which was exactly what I was looking for. ”
brianpetersen61, Denmark.
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