BRIEF: Orange Cone is an App that connects people looking for parking with people who have parking to share.
That is, we connect empty and unused parking spots with those looking for affordable and convenient parking. Think of it as the AirBnB of parking.
WHAT WE ARE LOOKING FOR: OrangeCone.app is seeking a logo design for a new service that it will launch in the summer of 2018.
WHAT WE DO: OrangeCone will be the Airbnb of the world of parking. OrangeCone connects people with available parking spaces with drivers so that they can quickly find affordable parking. No more driving around, worrying about meters expiring, paying for expensive garages, or spending a fortune on a taxi. Drivers can use the simple app to find available spaces from individuals or business owners. Parking space owners can register their spaces in the app, control the available times and prices, and earn extra income for parking spaces that otherwise would sit empty.
WHAT WE WANT TO ACCOMPLISH: Through our marketing messaging, including our logo, OrangeCone wants to create awareness about the service by signaling how easy and fun it is to use. We created the name OrangeCone to represent the idea that when a driver gets to his or her destination, a space owner will have their spot reserved, as if they were to have an orange cone in the driveway saving the spot just for that person.
TARGET MARKET: We have two sides of the market to which we want to appeal. On the supply side, we want to appeal to the person who owns an extra space. The most likely candidates will be people living in high density areas with parking shortages, though this does not necessarily mean city dwellers only. It could be people living near event venues or tourist destinations that have peak demand periods. It is likely that this group will be a property owner of some kind, higher income and slightly older (maybe 30-50). On the user (driver) side, we expect the early adopters will skew toward a younger demographic at first, 25-40, who lives or works or travels in high density areas (cities or other high demand areas). We believe that this service will have a broad appeal like Uber or Airbnb, so we want to keep an eye toward universal appeal in the long-run.
VOICE AND TONE: We want the logo to communicate these characteristics of the service: Primary voice is accessible, easy to use, fun. We expect it to integrate an orange cone to signal that the service is connected to transportation/driving/parking, however we want a logo with personality. Playful is OK, however, we don’t want to get to the point of silliness to cheapen the service as we want a secondary voice communicating safe and reliable. We may consider a mascot in our marketing at some point, but we don’t want the core logo to be cartoonish. We don’t like cluttered—we want the design clean.
We want an orange cone of some kind: The logo should include an orange cone—we want to be straightforward.
Name conventions: The name of the service will be OrangeCone. The name of the landing page will be OrangeCone.app. We want OrangeCone to appear somewhere in the logo, though it could be a detail. Or we could have a family of logos, some with OrangeCone only and some with the app listed.
COMBINATION LOGO: The logo should combine an image and the company name, they can be side by side or combined in some way.
We will use it everywhere: It will be used in the app, on the website, in our marketing materials, in our press releases.
TAGLINE: We have not determined our tag line yet. The logo does not need to incorporate one, though it would be good to have room for one later in case we decide to incorporate it.