Royal Electric Supply Company is an electrical supply house that sells primarily to large industrial facilities (utilities, refineries, factories, municipalities). We sell electrical equipment such as lamps, wire and electrical cable, transformers circuit breakers, lighting equipment (not home fixtures!), fuses, plugs and recepticles, switches. Most other electrical distributors sell to a mix of commercial and residential customers. We stay away from these types of customers. Royal Electric is family-owned and was started in 1919. We are doing a complete website overhaul (the work is already contracted) and are looking for alternative logo designs. Our current logo was designed in the mid-70s and we feel it needs "refreshing" or a complete overhaul to reflect our new mindset. Previous to the current logo, our shield logo was established in the '40s. Two attached files show these two logos. Our new mindset is to showcase our specific areas of expertise via our new website with the intent of capuring the attention of our ideal customer; an industrial facility that needs a trusted advisor to guide them through the selection of the right electrical supplies and equipment to meet their engineering specs, manufacturer choice and delivery requirements at very competitive pricing levels. We have a tagline, "We Get It!", however we do not want to incorporate this tagline in the logo.
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Our industry is very mature and staid. Our target audience is in three areas; (1) the corporate purchasing agents, procurment professionals and project coordinators, (2) the electrical engineers and equipment specifiers, and (3) the electricians and maintenance workers. Our target market is described above. Please note that this is not a male-dominated environment as you might think. We want to appear as a solid, wise, responsible company, but with an edge, an air of excitement and a large amount of confidence. We want to stand out as the best for those who need a valued partner and friend in a fairly boring, highly competitive environment.
Our website design work has begun, so we need to keep the maximum dimensions within a horizontal rectangle with an aspect ratio of approx 2.33:1. We need a scalable design that will work equally well on a business card or give-away, on a web page, printed or embroidered on a shirt, and painted on the side of a truck. We want to encompass the entire name as either "Royal Electric Supply Company," or "Royal Electric Supply," whichever works visually best. We want to try to avoid the electrical cliches; lightbulbs, lightning, plugs, Ben Franklin, etc. Shaking hands should also be avoided. However, we would like (not a requirement) an iconic image that might emerge from the logo and stand on its own. Our current color is a process blue. The new color(s) are open to your imagination, but we want something that will reproduce cleanly in black/white copy, and that will not cost a fortune to print.
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