Our Target Audience:
Sailors and Owners of racing yachts, pleasure yachts, and other marine vessels who want cutting edge technology in synthetic fiber rigging (ropes and wire) that is very light weight and strong enough to survive the most extreme physical punishment of the seas. Light-weight plus strength means more speed = winning! Customers look for the highest quality materials backed by science, functional testing, proof of concept, advancement over previous material technologies, and value added relative to price. Customers are typically age 35 to 65, middle & upper income, well traveled and posses higher education in their professional field. Although they are intelligent they typically lack the applied material sciences background for complex physics and depend on experienced craftsmen to modify and repair the expensive rigging systems of their vessels. They will typically hire out these complex tasks and have the discretionary income for it, however solutions must be cost effective and provide clear benefit. The customer segment with less disposable income will benefit from advanced products at an excellent price point that provide an equal benefit, but they will choose self-installation with remote electronic support.
Primary Color - Fluorescent (neon) Lime
Background Color - Grey (Navy Haze Grey, medium to medium light)
1st complementary/effects color- white
2nd/3rd complementary/shading color, black & darker greys
See attached picture of Nike Downshifter Running Shoe as an example of these colors working together.
Our Ideas and Additional Information:
Kraken design should be more of a mythical Sea Monster than a biologically accurate Squid or Octopus. Artistic license should be taken to make it more 'sinister' looking.
The Kraken Sea Monster has it's origins in myths of antiquity & old sea stories; in that sense it somewhat 'classic' in nature. The logo should be a modern interpretation with sinister lines that manages to honor and evoke it's classical heritage. Special attention to the eyes of the monster to accentuate it's sinister appearance. Try to picture how it would look as a Tattoo.
Overall design and complexity of colors (layers & depth) should remain reasonably simple for purposes of printing product labels, logo tags on business cards, stationary etc.
Final designs should be "Reverse Google Image" searched to ensure that no other trademarked logos are too graphically similar in appearance.