• US$490

• 6 jour(s) restant(s)

• 167 designs

• 75 designers

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Brief de Design de Logo

CALDER — Logo Design Brief
About the brand
C logo and C with CALDER in the logo
Calder is an upper-premium wheel brand for trucks and SUVs. We make two-piece flow-formed wheels — beautifully designed, hand-finished, made to order and numbered in limited runs. Our buyer is a discerning truck/SUV owner who values taste and judgment, not flash. Think the quiet confidence of a fine watch or fashion house, applied to wheels. Our positioning is "the most beautiful flow-formed wheels made."
What we need

A primary wordmark logo for the name CALDER, plus an optional standalone symbol/mark (see below). Delivered in horizontal lockup at minimum.
The feeling we're after

Refined, confident, understated luxury. The logo should look like it has existed for decades — like a heritage house, not a typical aftermarket wheel company. Quiet authority over loud energy. If a luxury watchmaker or a high-end fashion label made a wheel brand, this is what its logo would look like.
Wordmark direction

CALDER set in all capitals, with generous (wide) letter-spacing.
Either a refined high-contrast serif (architectural, elegant) OR a clean, sophisticated sans-serif. We want to see both explored.
The wordmark should feel balanced and architectural — even, deliberate, precise.

Optional symbol/mark

Our brand idea is "balance" — metal forms held in perfect equilibrium (inspired by balance, motion, and equilibrium). If you create a symbol, explore a minimal abstract mark suggesting balance or a point of equilibrium — e.g. a fulcrum, a single suspended/balanced form, a still and precise geometric shape. It must be extremely simple and work small (it will appear on a wheel center cap, embossed on packaging, and on a numbered plate). Subtle and sophisticated, never busy.
Colors

Primary: near-black graphite (around #1A1A1A)
Secondary: warm bone / off-white (around #F4F1EA)
Optional single metallic accent: brushed silver/titanium, or a restrained warm bronze (around #9C7A4D)
Logo must also work in solid black and solid white (single-color versions).

Please AVOID (important)

No speed lines, motion streaks, or "fast/racing" clichés
No italics or slanted type
No chrome gradients, glossy 3D bevels, or metallic "shiny" effects
No wings, shields, wheels/rims drawn into the logo, gears, or automotive clichés
No bright colors (no red, blue, etc.)
Nothing that looks like a typical tuner/aftermarket wheel brand
Nothing techy or futuristic — this is heritage luxury, not a tech company

Usage

The logo will appear on: a website header, wheel center caps (small, often single-color), premium matte packaging (possibly embossed/debossed), a numbered certificate/plate, and social media. It must remain legible and elegant when very small and when reproduced in a single color or embossed (no color).
Deliverables

Horizontal wordmark lockup; a stacked/secondary version if it makes sense; the standalone symbol (if created); and single-color black and white versions.

A few tips for running the contest well, since the brief is only half of it:
When the designs start coming in, give specific feedback fast — "love the letterforms, lose the accent mark," "this serif is right, try it with wider spacing" — because designers iterate toward the briefs that engage. Star the directions that feel like quiet luxury and steer hard away from anything that drifts toward aftermarket-tuner energy, because some designers will default there no matter what the brief says. And when you think you've got the winner, do the small-and-single-color test before you finalize — view it shrunk down to center-cap size and in plain black. The logos that survive that test are the ones that'll actually work on the product.
One thing I deliberately left out of the brief: any reference to Alexander Calder by name. Keep it that way in your DesignCrowd submission too — "balance and equilibrium" gives designers the right visual cue without tying your brand publicly to the artist, which is the cleaner position legally and creatively.
Let me save this as a document for you.Ran 2 commands, read a fileRan 2 commands, read a fileThere's your logo brief — paste the text straight into DesignCrowd's brief field, or attach the document for designers to reference. It's matched to the same brand foundation we built, so the logos you get back should pull toward the refined-luxury direction rather than generic wheel-brand territory.
The three things that'll most affect what you get back: the "Please Avoid" list (it does the heavy lifting — without it, half the submissions will come back with speed lines and chrome), the small/single-color requirement (it forces designs that actually work on a center cap), and your own feedback speed once entries arrive. Designers iterate toward the briefs where the owner is responsive and specific, so reward the right directions early and clearly.
When you've got a shortlist of logos back, I'm happy to help you evaluate them against the brief — a fresh-eyes gut check on which one actually reads as quiet-luxury versus which one just looks nice in the contest gallery. And the real next milestone whenever you're ready is the trademark check on CALDER in the automotive class, since you'll want that cleared before you invest in finalizing a logo around the name.

Marché(s) Cible(s)

MALE 20-60

Secteur / Type d'entité

AUTOMOTIVE

Texte du logo

C and a second version CALDER

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Styles de logo qui vous intéressent

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Styles de police à utiliser

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Couleurs

Le designer choisit les couleurs à utiliser dans le design.

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Aspect

Chaque curseur illustre les caractéristiques de la marque client et le style que doit transmettre votre design de logo.

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Exigences

Doit avoir

• MUST BE ROUND

Bien d'avoir

• A POWERFUL C

Ne doit pas comporter

• TOO MANY COLORS