Please refer to .pdf Logo Design Brief - Dragonfly Developments
Mandatories / Requirements:
Logo to represent our company - Dragonfly Developments which incorporates:
1. A Dragonfly
• Illustrative (stick image, solid lines, minimal detail); no cartoons, not child-like animation, sharp, obvious, minimalistic, less-detail / not too fussy, professional / corporate, masculine as opposed to feminine, earthy (etc dark brown, charcoal), dramatic, clarity / clear
• Dragonfly Developments (larger; more prominent)
Land : Home & Land : Projects (smaller)
• Typeface - clear, simple, bold, stands out, not too fancy
• Charcoal, dark brown + related earthy colour palette
• Can incorporate well with imagery of land / grass, houses / residential communities - green etc)
4. Other requirements
• The files we will require are: Print file format - .ai (CMYK)
& Web file format - .jpg & layered .psd (RGB); .eps files and pdf files; colour and mono please
• Do not utilise any stock images or clip art in the logo
• Transferrable across marketing mediums (signage, internet etc)
Symbolisms of the Dragonfly / Synergies with the nature of our business / target markets:
• Maturity & a Depth of Character - The dragonfly, in almost every part of the world symbolizes change & change in the perspective of self realization; & the kind of change that has its source in mental & emotional maturity & the understanding of the deeper meaning of life. The traditional association of Dragonflies with water also gives rise to this meaning to this amazing insect. The Dragonfly’s scurrying flight across water represents an act of going beyond what’s on the surface & looking into the deeper implications & aspects of life.
• Power & Poise - The dragonfly’s agile flight & its ability to move in all six directions exude a sense of power & poise - something that comes only with age & maturity. The dragonfly can move at an amazing 45 miles an hour, hover like a helicopter fly backwards like a hummingbird, fly straight up, down & on either side. What is mind blowing is the fact that it can do this while flapping its wings a mere 30 times a minute while mosquitoes & houseflies need to flap their wings 600 & 1000 times a minute respectively. The awe inspiring aspect is how the dragonfly accomplishes its objectives with utmost simplicity, effectiveness & well, if you look at proportions, with 20 times as much power in each of its wing strokes when compared to the other insects. The best part is that the dragonfly does it with elegance & grace that can be compared to a veteran ballet dancer. If this is not a brazen, lazy, overkill in terms of display of raw power, what is?
• Defeat of Self Created Illusions - The dragonfly exhibits iridescence both on its wings as well as on its body. Iridescence is the property of an object to show itself in different colours depending on the angle & polarization of light falling on it. This property is seen & believed as the end of one’s self created illusions & a clear vision into the realities of life. The magical property of iridescence is also associated with the discovery of one’s own abilities by unmasking the real self & removing the doubts one casts on his/her own sense of identity. This again indirectly means self discovery & removal of inhibitions.
• Focus on living ‘IN’ the Moment - The dragonfly normally lives most of its life as a nymph or an immature. It flies only for a fraction of its life & usually not more than a few months. This adult dragonfly does it all in these few months & leaves nothing to be desired. This style of life symbolizes & exemplifies the virtue of living IN the moment & living life to the fullest. By living in the moment you are aware of who you are, where you are, what you are doing, what you want, what you don’t & make informed choices on a moment-to-moment basis. This ability lets you live your life without regrets like the great dragonfly.
• The Opening of One’s Eyes - The eyes of the dragonfly are one of the most amazing & awe inspiring sights. Given almost 80% of the insect’s brain power is dedicated to its sight & the fact that it can see in all 360 degrees around it, it symbolizes the uninhibited vision of the mind & the ability to see beyond the limitations of the human self. It also in a manner of speaking symbolizes a man/woman’s rising from materialism to be able to see beyond the mundane into the vastness that is really our Universe, & our own minds.
• Owner occupiers / permanent residents - young singles / couples, families, empty nesters / seniors / retirees
• Property investors