Logo & Brand Identity Brief – “Any Angle Clothes Rail”

I am looking for an experienced graphic designer to create 4 logo concepts and a light brand identity direction for a new product called:

Any Angle Clothes Rail

This is a premium clothes rail designed specifically for sloping ceilings, loft conversions, and awkward spaces where normal rails can’t be installed level.

The logo must work:
• As “Any Angle”
• And as “Any Angle Clothes Rail”

A CAD image of the product will be provided for reference.

Brand Personality (Important)

The brand should feel:
• Premium / Designer
• Practical / Functional
• Professional but lifestyle-friendly
• Clean and modern, but with enough personality to stand out.

Tone reference:
Think IKEA, Made.com, Habitat — smooth, modern, interior-design-led, not industrial.

What I Need From You

1. Logo Concepts

Please supply 4 distinct concepts, each presented:
• As “Any Angle”
• And “Any Angle Clothes Rail”

At least one concept must subtly incorporate the angled / adjustable nature of the product.
Avoid literal illustrations — use simple, geometric, architectural cues.

2. Brand Identity Direction

A light brand identity package including:
• Suggested colour palette(s)
• Recommended fonts (primary & secondary)
• General look & feel direction (simple moodboard or style notes)

This does not need to be a full guidelines document — just enough to define the brand’s visual tone.

Style Requirements

The design should be:

Do:
• Sleek
• Modern
• Designer-led
• Functional
• Clean and legible
• Suitable for both homeowners and tradespeople
• Strong enough to feel like a new home brand

Don’t:
• No whimsical or playful styles
• No cartoonish icons
• No complicated gradients or effects
• No heavy, bulky fonts

Logo Usage Requirements

The logo must:
• Work in black and white
• Scale down well for small fittings and labels
• Scale up well for packaging and web
• Be vector-based and clean (no clutter)

Target Audience
Two groups must be able to trust and connect with the brand:

1. Everyday Homeowners
- Want products that look smart, modern, and well-designed
- Expect clean interior design aesthetics

2. Joiners, Installers, Tradespeople
- Need clarity and professionalism
- Prefer simple, strong, functional design

The branding should sit comfortably in home interior design, not heavy-duty construction.

Deliverables
• 4 logo concepts (Any Angle + Any Angle Clothes Rail versions)
• Colour palette recommendations
• Font recommendations
• Light brand direction (style notes or moodboard)

Final chosen logo supplied in:
o AI, EPS, SVG
o PNG, JPG
o Black, white, and colour versions

Before You Apply

Please only apply if you can show:
• Clean, modern, interior-design-friendly logo work
• Strong experience in product branding or minimal design
• A professional portfolio (no clip-art, no logo generators)

When applying, please include:
• Relevant portfolio examples
• Estimated delivery time
• Revision policy