I need socks

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This customer received 70 logo designs from 35 designers. They chose this logo design from Noa as the winning design.
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Logo Design Brief
I need a logo for a start up eComm business called:
i need socks
The business is online retailer of high end fashion socks and tights. The brand look and feel will be simple, clean and modern with a twist of colour. We want the brand to reflect that we are fun and approachable and that we appreciate good design. We are also looking to reflect a sense of cheekiness with our branding.
The socks that will be sold on the website will cost more than an average pair of socks so the look and feel of our brand needs reflect the quality of the product that we are selling.
Updates
Hi Designers, thank you for submitting your designs. I am reviewing them currently and will choose a winner by the end of this week.
Added Wednesday, September 25, 2013
Target Market(s)
The target market is for 25 - 45 professionals who are interested in fashion and have a higher disposable income.
The range will include childrens socks so another target market will be mothers who are after well made, fun socks for their children.
We like the way the brand Happy Socks represent themselves - happysocks.com
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- Must use the name of the company within the identity - i need socks
- i need socks is always written in the lower case.