Completed contest

Logo design for new meat selling initiative OKvlees.nl

Peterkolster needed a new logo design and created a contest on 99designs.

A winner was selected from 169 designs submitted by 33 freelance designers.

169
entries
33
designers
1
winner

One of the designers who made it happen

Winner - Greg-78
Greg came up a clean, sharp logo for my project that had the added benefit of contributing an iconic brand image. Extraordinarily useful, all round. He's responsive, fast, and hard-working. I hope we can work together again!
- john.f.mcelroy

How Peterkolster started their logo design journey

Company name

'OKvlees.nl'

Overview

‘OKvlees.nl’ is a website+store selling organic and free-range meat to consumers interested in tasty, healthy meat and they take animal welfare serious. Antibiotics, hormones and other non-natural substances are not used in growing the animals. The animals live their lives as natural as possible on a farm. The farmers will receive a fair price, thereby creating a sustainable, economically sound supply. The pricing of the meat will be significantly below that of specialised organic or free-range butchers.
The meat has a high Quality (tastier than regular meat), is Healthy (due to absence of hormones and antibiotics) and the offering is Transparent (it is possible to trace back the farmer where the animal lived). Core values for the brand are down to earth, proud, passion, reliable, and fair.

Tell us a bit about who you are and the people you reach

Target customers are well educated and care about animal welfare and environment. They are unhappy with the current meat offering in retail. They care about their family and want to offer tasty and healthy meat at every day’s diner table. For the target audience, the current offering is too expensive and/or the availability is too low (either in completeness of product range or in distance to the selling point). They are a non- or light-user of organic or free-range meat. The target audience can be characterised by adventure holiday and not a organised group-travel; enjoys cooking and not take-away junk food; active (walking, biking) and not a TV addict; fuel efficient car and not a SUV, socially involved but not the first to join a protest march; down to earth and not philosophic; quality newspaper and not a tabloid (‘the Sun’)

Requirements

Typographic:
- The brand ‘OKvlees.nl’ should be used as a logotype
- The brand ‘OKvlees.nl’ must be designed in a way that it’s visually leading
- ‘OK’ and ‘vlees’ and ‘.nl’ must be typographed in a way that supports the readability and the difference of these words
- The typography must make a powerful impression without being rude

Image/ornament:
- Additional to the type we want an image or ornament
- The typography is leading
- Images or ornaments must be complementary to the typography
- Must be meat related
- Styling must be modern

Font:
- We prefer contemporary fonts (no Times Roman or other clichés)
- We prefer fonts with a relative big ‘x-height’
- Preferably a font family with display fonts and bold fonts
- The typeface used must be powerful though sophisticated

Feeling:
- Modern and trendy
- Not hippie, not flower power
- Ease, being in control, leading
- Related to preferences of the target audience
- Bright and cheerful
- Healthy and safe

Technical:
- 2 pms colours
- 100% (no halftones, no grids)
- must be applicable in black and white (copier proof)
- useable for offset, screenprint and PAL/NTSC screens
- Illustrator CS1 compatible and unlimited scaleable (Vectorized, Outlines)

For examples of logotypes we like, see examplesheet. One comment: the colours used should be more in line with our briefing

Silver package

US$555

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Deliverables

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