• £110

• 321 designs

• 129 designers

Logo Design Brief

What the business does:
LeadEngine is an AI-powered Facebook and Instagram ads service for UK local service businesses: kitchen fitters, driveway companies, window installers, roofers, electricians, heat pump installers, gyms, dentists and similar. We make the ads, get them live within 24 hours, follow up every enquiry and book jobs into the customer's diary. Customers try it for £1 for seven days. No sales calls, no contracts, no setup fee.

Think of it as a modern software company with motorsport taste. The whole brand uses a light engine metaphor (the product's parts are named Spark, Ignition, Turbo, Telemetry, and so on), so a subtle nod to speed or engines is welcome. The nod must be subtle. This is a premium tech brand, not a garage.

Target audience
Owner-operators of UK trade businesses, 1 to 20 staff, usually 30 to 55, looking at this on their phone in a van between jobs. Many have been burned by marketing agencies before. They love cars. They can smell "cheap" and "corporate" a mile off, and want neither.

Feel
Premium, fast, confident, clean. Modern and friendly, never corporate, never cheap, never "trade van".

What we need (two parts, both required)

A text-only wordmark for "LeadEngine". Clean, bold, modern sans-serif. Custom type or a tailored typeface is welcome. Must read clearly at small sizes on a phone.
A standalone icon that works on its own without the wordmark, in the way a motorsport brand's mark does. It should work as a favicon, an app icon and a social profile picture. Ideas we like: a speed-line "L", a slanted "E", a rev gauge or needle, a turbo or piston shape, a spark. We are open to better ideas.
Show us the wordmark alone, the icon alone, and the two locked up together.

Colours
Papaya orange as the hero colour was our initial thoughts, but we are open minded to other colours. Design is most important here. The logo must also work in a single colour (all black, all white, all orange).

Inspiration
McLaren's single-colour standalone mark and the way modern software brands (Linear, Stripe, Monzo) keep things minimal. Inspiration only. Do not copy any existing logo, livery or speedmark.

Please avoid

Spanner, hammer, hard hat, wrench, toolbox, cog or gear icons
Hi-vis orange with navy (looks like a trade van)
Gradients, 3D effects, drop shadows, bevels, chrome, metallic
Flames, chequered flags, racing stripes, literal cars
Rocket ships, magnets, funnels, lightbulbs, arrows going up
Mockups on vans, signs or business cards. Flat logo on white only.
Any spelling other than LeadEngine

Logo Text

Lead Engine

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