Inspired by February's Wired article titled "In the Next Industrial Revolution, Atoms Are the New Bits," we are two former college roommates working with a common vision to sell iPad accessories as "insanely great" as the iPad itself. Unsatisfied with the craftsmanship, materials, design and values upheld by industry heavyweights, we started Striped Sail. Our first product launches this fall for iPad. The product was specifically designed and styled to complement the iPad's iconic modern design and quality.
Our accessories won't be for everyone. We will not compete on price, but on form. function, originality, environmental responsibility, and eventually our brand. That's where you come in!
This is our first contest on 99 Designs and if it is as successful as we expect, it won't be our last. In the coming month we will need stationary and business cards, tweaks to our Wordpress template (see stripedsail.com), in addition other marketing collateral. If you submit awesome designs, you won't be forgotten. We value artistic integrity and constructive criticism. To help you do your best work our communication style will be open, specific and timely. Questions will be answered within 12 hours. Likewise, we expect the same from you; if our brief is not specific enough, our feedback not helpful enough or something else isn't right, tell us and we'll attempt to fix it.
Our company will be initially focused on higher end accessories for iPad (priced near $100). Later we will likely branch into accessories for other Apple products including iPod/iPhone and Mac.
The obvious target market is:
• current and prospective iPad owners
One source describes iPad owners as "predominantly male, outnumbering women 2 to 1 and between 35 and 44 with 94% being likely affluent with higher income and more wealth then the average U.S. Yahoo user." Sailing happens to appeal to a very similar demographic described by a yachting magazine as: predominately male, Caucasian, middle-aged, well educated, well traveled, highly affluent, coastal and disproportionately powerful and influential. This is the key audience our logo and brand must appeal to.
Secondary, and less obvious audiences and markets our brand must gain traction with include:
• iPhone and iPod owners
• Mac, especially MacBook Pro, Mac Pro, and Cinema display, owners (all aluminum finished Apple products)
• luxury gift market (think registries and brands like Nambe)
Tertiary and even less obvious audiences:
• retail/catalog merchandise managers (think Bed Bath and Beyond, Best Buy, Crate and Barrel, Apple Store, Fry's, etc)
• Apple enthusiast bloggers/product reviewers and journalist
• luxury hotels
• upscale restaurants
• art galleries
• investors (to offer bigger bounties of course)
What we want:
1. Something simple, sleek, bold, and stylish
2. An icon or symbol to go along with the logo, which could be used in three configurations:
• by itself (as in a favicon or on the product - think Apple logo on the back of an iPod)
• to the left of the name (horizontal layout)
• centered above the name (square layout)
3. The symbol should be instantly recognizable, even as a silhouette engraved, etched, or molded into/onto aluminum or plastic.
4. The printed logo should look good in black and white in addition to color.
5. The web logo should look good on many backgrounds including very dark colors and also white. The logo's background must be transparent.
brand attitudes: sophisticated, modern, distinctive, simple elegance, cool, innovative
Our sails are striped. Why? Stripes often distinguish rank in the military. Hence the phrase "earning your stripes." Our logo should convey an attitude that our products rank above the rest (think BMW). Stripes are also are regularly used by designer brands owned by iPad owners such as Brooks Brothers, Nautica, and Polo.
Please feel free to experiment with colors but use no more than 3.
The files we will require:
• Print file format - .ai (CMYK)
• Web file format - .jpg, .png and layered .psd (RGB)
Please do not use clip art or stock photography in the logo.