The logotype should be simple with the brand name and an icon/symbol. The icon will be used on its own as a favicon on a website, profile image on Facebook and avatar on Twitter and blogs.
The logotype should say "we're a clever, fun and friendly company". It should be clean and simple and still work 10 years from now.
Please note: The logotype CANNOT contain an apricot in any form, not even stylized or anything that can be interpreted as an apricot. You will have to come up with something more clever than that. (Preferrably not an "a". And please, no computers, mouse pointers or similar. The logotype is not supposed to say what we do.)
Some simple concept ideas: things that can be connected to nature and apricots; leaves, seedlings, saplings, birds, butterflies. But it still has to be clever and creative, maybe combining with another concept that suggests cleverness, creativity, ideas, thinking or something.
The font should be similar to Avenir and Helvetica, but less formal. We like Organic (http://new.myfonts.com/fonts/positype/organic/), but feel free to select a better one. We will buy the font in the winning design.
We don't really know which colours would be best, but we're thinking brown, green and/or apricot (as in tree, leaf and fruit). But the logotype must work just as well in black and white.
The brand name in the logotype must be easy to switch to "Appricot".
The files we will require are:
Print file format - .ai (CMYK)
Web file format - .jpg and layered .psd (RGB)
Please do not use any stock images or clip art in the logo.
Finally, here are some examples of logotypes that we like: