A logo design for a startup publishing website based around a fortnightly newsletter. The website is called Finfo and it is the cornerstone of a fishing report newsletter.


Logo Brief - Finfo

Description
Finfo is a regular and reliable fishing report that is delivered in a concise manner through the Internet. Primarily it will be driven by a weekly/fortnightly newsletter (report) emailed straight to subscribers email in-boxes. Subscription is free. This newsletter contains images and text that will detail the prevailing conditions and fishing report across the Sydney regions. Users can then click through to the website where more information is provided. The following is a good example of the feel and style we are aiming for; www.aquabumps.com.au

Initially the website will simply be a centralised fishing report based on the newsletter however we will be looking to grow the website to include further content within 12 months e.g. Competitions, Rigs, Techniques, News Articles, Boats, Kayaks, Recipes, Finfo Scale, Videos, How to videos and description.

Target Market
Gender: Male
Age: 20-60
Location: Sydney
Subscribers to the newsletter are our primary target market and it is through this database of contact that we will attract advertisers to the newsletter and website. Advertisers and sponsors will pay the way initially with subtle integrated advertising that is targeted. There is opportunity for a pay subscription model at a later date once the website has denser information.

Tag Line
Where the fish are

Personality
Modern and slick with a professional media company feel to it rather than some fishermen who have got together and built a dodgy site. So in effect we will be a publishing company. We need to build trust with our subscribers.

Single Minded Proposition
To encourage people to go fishing and dream about fishing.

Point of Difference
Currently the market has very irregular fishing reports and they are localised. The information is also poorly presented and too dense for usability. Finfo will be consistent, regular, usable, trustworthy, popular, aesthetic, exciting, suggestive, lifestyle, aspirational, motivational

Colours
This is currently open to interpretation but the obvious choice is shades of blue and perhaps with black and white. Happy to be recommended otherwise on this as the black, blue and white feels too predictable.

Communication
We will communicate with our subscribers through Facebook, Twitter, the website, the newsletter, print ads in traditional fishing magazines, fishing forums.

Competitiors:
1. www.sydneyfishfinder.com.au/
2. www.sydneyangler.com.au/
3. http://www.sydneyangler.com.au/
4. http://www.fishnet.com.au/
5. http://www.fishraider.com.au/
6. http://www.spooled.com.au/
7. http://www.fishingsydney.com.au/
8. http://www.estuaryfishingtours.com.au/
9. http://www.alliehunter.com.au/
10. http://www.fishabouttours.com.au/
11. http://www.ausfish.com.au/
12. http://www.fishfinder.com.au/fishblog/index.php/
13. http://fishingsydney.blogspot.com/


Brand and logo needs to be able to develop digitally in that we will be rolling out a mobile device application at a later stage. So a combination of the aggressive, masculine lines of extreme sports style logos with the depth of 3D in a button. Perhaps the device can sit inside a button with the name beside. That way when clients are familiar with the brand/logo we will safely be able to just use the device in button for a mobile app.

Other logos can be provided as a style guide for the winning bidder.