The company name is Hapfort Homes. Hapfort is a combination of the words ‘happy’ and ‘comfort’.
The company is a residential buying agency, which means I provide advice and representation to buyers of homes to live in or residential homes being bought as an investment.
The target demographic for the company is relatively affluent but cost-conscious pre-family and early family homebuyers (20 – 45 years old) – people who are buying property for the first, second, or third time.
A large number of properties in London were built in 1920s and 1930s, a period that’s style is defined by the art deco movement. My website is going to have elements of this style running throughout, and I want the logo to be clean and simple, rather than elaborate and ornate.
The tone of voice for the website is going to be professional, but approachable. The language will not be complicated but is unlikely to be playful. In other words, it will fall somewhere in the middle between language used by a financial services company and Innocent Smoothie’s language. I am likely to host a blog on the website and the tone of those is likely to be slightly more conversational than the rest of the website, but won’t be too far removed from it. I will not be writing market reports or anything like that.
Photos used for the website are likely to be relatively playful pictures. They will primarily be pictures of the target demographic interacting with property e.g. entering a pretty house, enjoying the garden, cooking in the kitchen etc.
Colours used on the website are likely to be soft and comforting (fitting in with the ‘comfort’ aspect of Hapfort and colours synonymous with the art deco era).
I don’t want to have to pay for a font, so it needs to be pre-existing and useable.
The logo needs to work as a small social avatar for use on social media – Instagram, for example.
I have attached a document with the types of logos that I like and some buildings in London which reflect the style.