Delico is a French startup that aims at selling the services of home designers, interior architects, etc. Delico sells these services through an online marketplace. Home designers can sign themselves in as potential partners in order to offer their services on the platform. Their services are packaged as standard, common offers (for instance: a 2h home relooking session for 150€), which makes them easier to understand for the customers, reassuring, and affordable, while providing a fair compensation for home designers.
The target customer is a woman or a couple, aged 30+, living in a city, with average income, who are interested about decoration but don't trust themselves to do it entirely on their own, and have had some prejudice about home designers that prevented them from using their services before (typically, they fear their services are elitist, expensive, and complex).
The brand positioning, as conveyed by the logo, should insist on: quality (but not elitism), affordability (but not cheapness, it's more about paying the "fair" price), modernism, intimacy (chosing one's home interior is an intimate process) and transparency (WYSIWYG)
IMPORTANT: Delico wants to differentiate itself from other home architecture companies taht cater to the needs of mostly wealthy customer, with a rather high-end, very architecture-like, arty positioning. Delico wants to position itself as more intimate, aspirational and understanding.