Foodily is a food search company that helps people find wonderful food to make, by indexing all the recipes on web, structuring that content, and connecting it to social networks. So, what you want is, well, more findable. Our product powers popular food-related websites that you know and love today.
Shutterfly. Evite. Zappos. Facebook. iTunes. Our target audience understands how to use the web to make their lives richer & more efficient. They appreciate sites that have a clear end-benefit and work every time. They search for recipes online for ideas and inspiration, as well as to just figure out what to cook that day. They're not loyal to onse site but use a broad spectrum of websites to look at food content.
Branding: We don't care if the company name is all uppercase or all lower case letters, but it should be treated as one word. We think of ourselves as a social search company and want the brand to feel warm/inviting but also convey our foundation as a technology company. Our aethetic tastes tend to run to the clean and fresh.
Needs: We need a bold logo that can stand on its own. Since we're an ingredient brand that fits into other websites, we need it to be very clean. Also, it needs to easily scale down to both fit in a module on a partner site as well as fit mobile uses.
The files we will require are:
Print file format - .ai (CMYK)
Web file format - .jpg and layered .psd (RGB)
Colors: We don't have a locked color palette so feel free to experiment. Right now we're using a lot of white and grey/blue tones in the application. If you had to ask us about colors we like - we'd say: warm, poppier colors that connote the fresh food ingredients.
What we don't want: No cartoons, animals, clip art, stock photos, stock art, goofy fonts, childish fonts. We also don't want cooking metaphors/cliches since they're overused in the category & we're not an editorial website promoting cooking.