I have re-written in point form to make reading easy.
List of "Do Not"s:
1. Avoid drawing a blue flame instead of a drop. Common mistake.
2. Avoid associations with sea/ocean with wavvy lines. We are distributing natural mineral water which has nothing to do with large water bodies.
3. Avoid taps, not a water saving campaign
4. Avoid looking like a water utilities company logo
5. Avoid green nature associations. Water comes from a natural source underground or overground and is not grown organically.
6. We are a Water distribution and consultancy company, not a bottled water brand
7. TWS incorporated into a drop so far hasn't been looking elegant and often end up very edgy, stiff with far too much in the drop. Not elegant or ideal.
8. Avoid too abstract designs. We prefer the immediate association that people may have with water when they see the logo and do not really want them figuring out what it means. Having said that, a hidden/not so obvious shape within may be interesting.
9. Avoid combining drops which often end up looking like some flower/sunflower (top view) /rose (side view).
10. Avoid looking like a T-shirt design
11. Not a fan of droplet under W, it really looks weird and not elegant
12. Avoid copying the Purelogica design
13. I think glass designs usually don't work out as it is too associated with wines. And I do not like tumblers.
14. Avoid too curvy fonts that make the feel far too feminine.
15. It may be good practice to explain a bit behind the thought-process of your design.
16. Avoid designs that are too animated, too colourful, cartoonish.
17. Avoid only giving me font options of "The Water Sommelier". It is lazy and I could do that myself with Microsoft word. You will not get far with that. Fonts could be clean and simple, but add a twist somewhere.
18. Images provided by me are that of businesses which are related and are for general reference as to what other companies are like in the industry. Some are distributors whilst others are education providers. NO NEED to draw inspiration from them as I am looking to be DISTINCT & DIFFERENT.
19. Avoid Singapore flag or merlions etc.
20. Avoid animals in the design as it is difficult to associate an animal with the Water Sommelier profession or distribution/education work with one.
1. I do not mind if the initials TWS are used instead. It depends on the design. However, so far TWS logos miss out on conveying meaning.
2. May be nice to but not necessary to include “Purveyors of the world’s finest waters” in the logo
3. I am very open to ideas for a logo design and I do not have a specific format in mind. Be creative.
4. I am looking to be different and atypical. I can appreciate anything from simple designs with a twist or bolder designs with some level of sophistication. It depends on the overall elegance and vibe.
5. I want something that is easy for people to identify and remember. This business is the first of its kind in the region and I want to make an immediate impression.
6. Should have a certain level of luxury feel but bear in mind the portfolio of waters I intend to carry are of a very wide range. The brand is be associated with offering products that are rare, special, premium but not all ultra-out-of-reach luxury.
7. Additionally, the colours and theme behind a potential office I have in mind are that of an industrial washed-concrete floor look with glass, steel, concrete themes with white, light grey, perhaps even blue tones.
8. Please also read "Message to all designers" for additional comments.