Freelancer Brief: Logo Polish & Brand Kit — HAVOK Prepared by: Matt | Date: 2026-02-25 For use on: Fiverr, Freelancer, or direct commission 1. Project Overview Brand: HAVOK (trading as "Havok Hair") Industry: Haircare / personal care products Target audience: Teenagers and young adults (14-25) Markets: New Zealand (launch), Australia (near-term), UK/EU/US (future) Brand personality: Wild, energetic, authentic, self-expression, anti-conformity Tagline: "UNLEASH YOUR STYLE" We're a NZ-based haircare startup preparing to launch. The logo exists as an AI-generated JPEG (attached). It was auto-traced to vector via potrace, but the text came through as pixel shapes — not editable font outlines. We need a designer to polish the logo and produce a complete brand identity kit ready for product packaging, web, social media, and print. 2. Reference Image Attached file: havokhair draft logo.jpeg The logo features: A black llama silhouette with a wild, spiky mane Bold slab-serif text: "HAVOK" Tagline text below: "UNLEASH YOUR STYLE" Currently on a cream/off-white background (needs transparent background) 3. Logo Polish Scope 3.1 Lion Graphic Keep 99% as-is. We like the llama. Do NOT redesign it. Clean any obvious rough edges, stray artifacts, or infill gaps from the auto-trace Ensure paths are clean with no stray points or overlapping shapes Compound paths correctly defined 3.2 "HAVOK" Text The current text is traced pixel shapes, not real font outlines — it needs replacing Replace with a proper font that matches the current bold slab-serif feel as closely as possible Propose 2-3 font options for our approval before proceeding to full production All text must be converted to outlines/paths in final deliverables (no live fonts) 3.3 "UNLEASH YOUR STYLE" Tagline Also needs replacing with a proper font (currently traced shapes) Can be a different font from the "HAVOK" wordmark — a clean sans-serif would work well Should complement the main wordmark without competing with it 4. Logo Variations Required We need 7 core layout variations: # Layout Description With tagline Without tagline 1 Stacked Lion above, text below Yes — 2 Stacked (no tagline) Lion above, text below — Yes 3 Horizontal Lion left, text right Yes — 4 Horizontal (no tagline) Lion left, text right — Yes 5 Icon only Lion graphic alone — Yes 6 Wordmark + tagline "HAVOK" text + tagline, no llama Yes — 7 Wordmark only "HAVOK" text alone, no llama — Yes 5. Colour Variations Each of the 7 layouts must be delivered in these colour versions: Version Use case Full colour Primary packaging, marketing materials Single colour — black Embossing, debossing, single-colour print That's 7 layouts x 2 colour versions = 14 logo files per vector format. Colour Palette We do NOT have established brand colours yet. Please propose a primary colour palette (2-3 colours) that fits the brand personality — wild, energetic, youthful, haircare. Include your palette proposal alongside the font options for approval. Every colour must be specified in all four systems: Pantone (for spot colour packaging print) CMYK (for process/offset printing) RGB (for screen/digital) HEX (for web) 6. File Format Deliverables For each logo variation and colour version: Format Purpose Notes AI (Adobe Illustrator) Master editable vector Paths outlined, layers organised and named EPS Manufacturer/printer compatibility Universal vector format SVG Web and digital use Clean, optimised PDF (vector, CMYK) Print-ready CMYK colour space PNG (transparent background) Digital use 500px, 1000px, and 2000px wide Vector Requirements All text converted to outlines/paths — no live fonts in any file No raster elements embedded in vector files Clean paths, no stray points or overlapping shapes Compound paths correctly defined Layers organised and named logically 7. Brand Kit Deliverables Beyond the logo files, we need a complete brand identity kit: 7.1 Colour Palette Document Primary, secondary, and accent colours Each colour specified in Pantone, CMYK, RGB, and HEX Colour usage guidance (which colour for what context) 7.2 Typography Guide Primary font (used for "HAVOK" wordmark) — name, weight, source/licence Secondary font (used for tagline and body text) — name, weight, source/licence Web-safe alternative fonts for each Font sizing hierarchy recommendations 7.3 Clear Space & Minimum Size Rules Minimum clear space around logo (all sides) Minimum reproduction size: 30mm wide — the logo must be legible at this size (this is critical for product labels) Must also work on curved surfaces (bottles, tubes) Must be legible at arm's length on a retail shelf 7.4 Logo Usage Guidelines Approved placement examples (do's) Misuse examples (don'ts) — stretching, recolouring, busy backgrounds, etc. Approved and restricted background colours/types Guidance on which variation to use in which context 7.5 Social Media Assets Profile icon — circular crop of llama graphic, optimised for small sizes Cover/banner templates for Instagram, TikTok, and Facebook Sized correctly for each platform's current requirements 7.6 Favicon Set 16x16px 32x32px 180x180px (Apple touch icon) 512x512px (PWA) 7.7 Pattern/Texture Element (Optional — Nice to Have) A repeatable brand pattern derived from the llama's mane graphic Suitable for packaging backgrounds, web textures, or tissue paper Delivered as seamless tile in SVG and PNG 7.8 Brand Guidelines PDF A single consolidated document covering everything above Formatted professionally — this document will be shared with manufacturers, printers, and future designers Include the logo variations, colour specs, typography, usage rules, and size guidelines all in one place 8. Additional Requirements 8.1 Product Mockup Show the logo on a cylindrical bottle or tube — packaging is the primary use case for this brand Full colour version, realistic mockup 8.2 Clothing Tag / Embroidery Version A simplified single-colour version suitable for embroidery and screen printing on clothing We have a clothing line planned (trademark filed in clothing class) Must work at small scale on woven labels and tags 8.3 Small-Scale Legibility Test Confirm the logo is legible at 30mm wide on a product label Confirm it reads well at arm's length on a shelf If any element fails at small scale, propose a simplified version 8.4 Distinctiveness The logo must remain clearly distinct from Microsoft's Havok (a gaming/physics engine brand) The llama graphic and haircare context provide natural differentiation The text styling should not converge with gaming aesthetics (no pixelated, glitch, or tech-style typography) 9. Process & Milestones Milestone 1: Font Options + Colour Palette (before full production) Present 2-3 font options for "HAVOK" and 1-2 for the tagline Present proposed colour palette (2-3 colours with Pantone/CMYK/RGB/HEX) We will select and approve before you proceed Milestone 2: Primary Logo (stacked, full colour) Deliver the main stacked logo with approved fonts and colours One round of feedback Milestone 3: Full Delivery All 7 layout variations in all colour versions and file formats Brand kit deliverables (guidelines PDF, social assets, favicons, mockup) Organised ZIP file Revision Rounds Minimum 2 revision rounds included in the price Revisions apply to each milestone 10. Delivery Format Organised ZIP with clear folder structure, for example: havok-brand-kit/ ├── logo/ │ ├── stacked-tagline/ │ │ ├── full-colour/ │ │ │ ├── havok-stacked-tagline-colour.ai │ │ │ ├── havok-stacked-tagline-colour.eps │ │ │ ├── havok-stacked-tagline-colour.svg │ │ │ ├── havok-stacked-tagline-colour.pdf │ │ │ └── png/ │ │ │ ├── havok-stacked-tagline-colour-500px.png │ │ │ ├── havok-stacked-tagline-colour-1000px.png │ │ │ └── havok-stacked-tagline-colour-2000px.png │ │ └── black/ │ ├── stacked-no-tagline/ │ ├── horizontal-tagline/ │ ├── horizontal-no-tagline/ │ ├── icon-only/ │ ├── wordmark-tagline/ │ └── wordmark-only/ ├── brand-guidelines/ │ ├── HAVOK-Brand-Guidelines.pdf │ ├── colour-palette.pdf │ └── typography-guide.pdf ├── social-media/ │ ├── profile-icon/ │ └── banners/ ├── favicons/ ├── mockups/ │ └── bottle-mockup.png ├── clothing/ │ └── embroidery-version/ └── pattern/ (if included) 11. Budget & Timeline Item Detail Budget range USD $150-400 (depending on experience and platform) Search terms "brand identity package" or "logo polish + brand kit" Preferred experience Beauty, cosmetics, or personal care brands in portfolio Timeline 7-10 working days from approval of Milestone 1 Communication English Software Must work in Adobe Illustrator (AI format delivery required) 12. What We're Providing This brief — everything the designer needs to understand the scope Reference JPEG (havokhair draft logo.jpeg) — the logo to polish Feedback at each milestone within 48 hours 13. IP & Licensing Full commercial rights must transfer to us upon final payment We will use this logo on products, packaging, clothing, web, and marketing worldwide The designer must not use the logo in their portfolio without our written permission (standard for brand identity work) If proposing commercial fonts, confirm the licence covers product packaging and embedding (not just desktop use)