We make shoes at middle-price level, classical and casual. With the new logo we seek a way to express the quality and the trendy fashion of our styles.
Men in their 30s-50s, looking for the good brand and the quality they could rely on, sometimes watching for the fashion trends, though always practical as the men are. Unlike teenagers, they like to see something classical, European-style in both the shoes and the logo, rather than anything too flashy or colorful. They like the product to be cheap enough while looking upscale. A good logo can do this for us.
The major purpose for the logo is to be used on a shoe and on a shoe box. For the latter option we can to use anything - full color, fine print, shades etc. For a shoe, we are often restricted by the technology we have to use. The logo must look good even when being pressed on a plastic sole, in one color only. Be afraid of too thin lines - these are often hard to stamp over a real leather with its rough surface. For a tiny object such as a zipper's lock or a textile label the resolution cannot be high, but we can use the colors.
That is why we have been using three "levels" of the logo design: its' complicated, regular and simplified shape for various implementation. See the pictures attached.
It is not necessary for your concept to be provided in the three options - I believe one good concept can be used for all the purposes. But keep this in mind, it may help you to create what I need.
As a matter of fact, men like black color. Respect their choice but please understand the shoe itself is often black, so select a good contrast color for a black background. Red is not good, because it is already occupied by many other brands.
You may put an accent on one detail and make it a distinctive sign of the logo. "R" obviously seems as the first choice, but I would suggest to think about dot over i instead, or last letter Z.
We use cartoon-style AD, the logo must match it.