Create the next logo for MyHome

IF MyHome (Note the "IF" must be our existing IF button logo - although can be a different colour).

We are a national personal finance business - Instant Finance (www.if.co.nz )

We operate in 18 locations throughout New Zealand and have been established in the market for 40 years. Instant Finance is a very strong brand in our market.

We are launching a new part of our business that will sell homeware including fridges, freezers, washing machines, dryers, TV’s, computers and furniture. These items will be brands e.g. (Sony, Toshiba) as well as entry level Chinese goods. These goods will be marketed to our existing customers as well as to new customers who will come from a wider demographic than our existing customer base (demographic of existing database is below).

We are looking for a new logo, which will leverage our existing IF logo (IF tone logo attached).

The new logo MUST use our existing IF button Logo (see page 3 of the brand manual). Designs that do not incorporate the IF button logo will be eliminated.

I have attached two files - IF Tone logo. Please use one of these or an alternative from page 3 of the Brand Manual i.e solid/line version or line version.

We would like the logo to include the byline/slogan "Affordable Homeware for Everyone". (see attached file "Demo. for an example of leveraging the IF logo and use of the by-line)

The products will mostly be purchased via hire purchase finance (i.e. the customer will receive the good and pay a weekly amount over several years). We will also offer a layby option to customers, who do not qualify for finance, (e.g. they will pay a weekly amount for 15 weeks before receiving the goods. Cash prices will also be available but this is not our target market.

Goods will be competitively priced, which is a little different from the more traditional rent to own market that operates around the world.

Target Audience
Our target market are customers who are unable to pay cash for goods, and are excluded from mainstream lenders (banks) due to credit/employment stability issues.

Their requirements are ability to get the goods i.e. they are confident they will be approved for finance and will see the proposition as easy.

The new business will reflect our core values – flexibility, respect and relationships.

Demographics for our audience are:
What is your age? Respondents %
18-25 128 12%
26-35 288 27%
36-50 422 40%
51-65 191 18%
Over 65 32 3%
Sample size 1061 100%

What is your ethnicity? respondents %
Maori 274 27%
NZ European 273 27%
Pacific Islander 397 40%
Asian 33 3%
Other 12 1%
I prefer not to answer 19 2%
Sample size 1008 100%
What is your employment status? Respondents %
Full time 566 54%
Part time 126 12%
Beneficiary 351 33%
Retired 5 1%
Sample size 1048 100%

What is your income? Respondents %
Under $20,000 255 25%
$20,000 - $30,000 269 26%
$30,001 - $40,000 207 20%
$40,001 - $50,000 137 13%
Over $50,000 159 16%
Sample size 1027 100%

What is your household income? Respondents %
Under $30,000 303 31%
$30,001 - $50,000 255 26%
$50,001 - $70,000 188 19%
$70,001 - $100,000 151 15%
Over $100,000 92 9%
Sample size 989 100%

How many people aged 18 or over live in your home? Respondents %
1 233 26%
2 363 40%
3 222 24%
More than 3 93 10%
Sample size 911 100%