How Charles - TSG started their logo design journey
The Spiritual Guide
You hear it from a friend of a friend that apparently there’s this guy who’s got the good stuff – the very best of the best of whiskies, rums, vodkas and other spirits that it’s possible to find anywhere in the entire country. Apparently, his business is called ‘The Spiritual Guide’ and he’s got a website where he does web shows and offers private tastings for small groups. You jump on the computer. The site looks schmick - very upmarket, classy, premium. You look through the products. What a fantastic selection, it’s too hard to choose. You find the phone number, you call, the guy asks a few questions and makes a recommendation. You give him your credit card details. The bottle is due for delivery next Wednesday. .... The bottle arrives. You take it inside. You give it pride of place on the liquor shelf. You wonder when you should open it. Do you savour that first nip for a quiet session of introspection or do you invite your buddies around to partake in such a moment of indulgence. Either way, you know that when those first sweet drops hit your tongue, it’s going to be heaven. Well of course, what else would one expect after being tailor matched by the experts from The Spiritual Guide.
This little scenario is trying to convey the special and premium nature of the service and products that The Spiritual Guide will offer.
Tell us a bit about who you are and the people you reach
Connoisseurs of any spirits category, especially whisky connoisseurs. Very broad age group from 25+. People who have the expendable income that are willing to fork out that bit extra because it’s fancy or because they recognise quality product and service.
Must be schmick. Must look super-premium.
Logo colours can incorporate anything. I am partial to gold (for a whisky theme: think golden whisky or gold leaf) or maybe even a multi-coloured design along the lines of stained glass windows (for more of a ‘spiritual’ theme: think church windows). Royal red or royal blue might go down alright as well.
I’m also partial to damask, and leaf and scroll, especially leaf and scroll done by engraver Steve Lindsay – search for some of his knife engraving designs.
There’s a fair bit there to think about and I hope I’ve given you enough to play with. Don’t try and incorporate all of my suggestions into one design. By all means, feel free to think outside the box and give me a design that you feel would better fit my description of this business.
At the end of the day, I’ll be looking for a logo that is simple, elegant, classy and fits the feel for this business.