Maplegum (Enterprises) has been established by a Canadian born business woman permanently residing in Australia - hence the name which is a combination of the two countries' most iconic native trees...the Maple tree (leaf) of Canada and the Gum tree (leaf) of Australia.
With the business founder herself being a hybrid of Canadian and Australian heritage and citizenship, she wanted her business name to reflect her personal affinity for both countries as well as the International nature of the business.
The other reason for the choice of name in Maplegum, is that just as a Maple or Gum tree has one main trunk with many branches growing off of it - so too does this business structure. Maplegum Enterprises is essentially a holding company under which several diverse businesses currently operate / will operate in the future.
Each branch of the business will use the root name of "Maplegum" followed by the business descriptor - ie) Maplegum Consulting, Maplegum Events, Maplegum Publishing, Maplegum Homeware, etc.
Finally, the name Maplegum was also chosen due to its associations with imagery and adjectives that describe the trees themselves as well as the business...... budding opportunity, growth, evolution over time, diverse branches, freshness, vibrancy, turning over new leaves and inspiring.
The challenge with specifying the target audience in this instance, is that due to the diverse nature of the varied businesses under the Maplegum name - the target audiences are also varied and diverse.
In some instances the business will be dealing with consumers and in other instances varied businesses. For the most part, within all of these scenarios, the audiences will be made up of men and women (in relatively equal proportions) aged 30 - 60 with an active, optimistic, empowered approach to business and life.
Hence, the Maplegum logo will basically need to be "universally appealing".
Main requirements are:
1. Logo incorporating (a) Maplegum name, (b) Maple leaf (tree), (c) Gum leaf (tree).
2. Logo needs to work well with just the Maplegum name in addition to also being able to accommodate other business stream names (ie) Maplegum Enterprises, Maplegum Events, Maplegum Homewares, etc
Please use "Maplegum Enterprises" as your example of how sub-business name logo will work .
Secondary: Vibrant "autumn leaf colours" - (ie) Canadian maple leaf colours (reds, rust, gold, rich yellows)
4. Descriptive words. Fresh, organic, clean, vibrant, optimistic, inspiring, evolutionary, growth, opportunity, boundless possibility.
5. Considerations. Dimension / texture / fluidity in the logo - rather than a very flat uni-dimensional look if possible.
6. Logo will be used on: (a) printed materials (b) Web based materials, (c) Consumer packaging, potentially.
7. Formats - Vector format
Print file format: ai. (CMYK)
Web file format: .jpeg
We have attached examples of images of a Canadian Maple leaf (green and autumn coloured) and an Australian Gum leaf - purely for your reference. Please feel free to create your own original images or do your own image search. If pre-existing images used, please ensure they are royalty-free / free / copyright free.
Good luck! Feedback will be offered on an ongoing basis.