• New logo will be named Tobi Fairley Interior Design
• The old logo is T. Lamarr Interiors. The logo needs updating to this new name because Tobi’s target audience (affluent married couples with children in their 40s and 50s) has not made the connection of “T. Lamarr” with “Tobi”. We want the new logo to position her as the focal point in our company and to push her into a celebrity status of sorts. The most successful interior designers on a national level use their names in their branding and we need to be doing the same.
• Tobi’s design is elevating into a new phase and the colors in the logo need to reflect this also. In the past, since Tobi has been very young (late 20s, early 30s), she tended to use a very bright and colorful palette in her interior design which is reflected in the current T. Lamarr Interiors logo – a lime green and white.
• Her current interior design work is now contemporary with a little bit of traditional flair and is all about luxury, though for a refined and practical lifestyle (not Donald Trump for instance). She is continuing to build a luxury brand, offers a very sophisticated level of product (furniture, fabrics, etc.) and therefore Tobi Fairley Interior Design needs to be positioned as an exclusive, elite brand.
• Think of a very elite brand such as Chanel or Tiffanys when thinking of Tobi Fairley Interior Design. It’s all about being luxurious yet not “over the top” or excessive in other words. Tobi described it simply as a “new luxury lifestyle.”
• The new logo needs to be very monochromatic and super sophisticated because her current design now includes less color and more monochromatic and elegant tones.
• Go to http://www.tlamarrinteriors.com to view some of Tobi’s work. Be certain to go to “Recent Projects” and look at the “Build for the Cure” project to see the colors and the overall feel of the design. This is the way we want the new branding to feel. This project was recognized nationally in “Traditional Home” in March of 2008 as an aside; she is therefore gaining lots of recognition for using monochromatic and sophisticated color palettes such as in this design.
Colors & Fonts of New Logo
• Tobi envisions a mocha color maybe for her name because her name (Tobi Fairley) needs to be the focal point of the logo when first viewed. Mocha would be best described as milky like hot chocolate. The rest of the logo might incorporate other neutral tone on tones (taupes for instance) and maybe use white where appropriate.
• The overall feel of the colors needs to be ultra sophisticated, clean, luxurious and refined.
• An example of a logo Tobi really likes is on http://www.suzannekasler.com. Go past the intro page and view her logo on other pages throughout the website. Notice how very sophisticated the logo is, the colors and how Suzanne’s name is the first thing you see.
• Font – currently it is a very formal and script font (see T. Lamarr website) and it needs to become more clean and contemporary, yet with a soft, feminine feel because many people may not know that “Tobi” is a woman’s name.
Tobi mentioned these websites to view.
Tobi specifically likes the logo and the feel of the entire website. Suzanne Kasler’s design is extremely similar to Tobi’s interior design and Tobi feels that Suzanne’s branding reflects the design extremely well.
http://www.chanel.com and http://www.tiffany.com
Again, these are elegant and sophisticated brands. She doesn’t like the colors obviously, but the luxurious, sophisticated and elite feel of the brands are the way she wants Tobi Fairley Interior Design to feel.
This Little Rock hotel has positioned itself as extremely elite and sophisticated. In fact you’ll see on the home page that lists “luxury rooms…for the sophisticated traveler.” This is just another example of a brand Tobi wants to be like, and this one happens to be on a local level.