a[LoT]

The thin sans-serif is odd to me. It may be the stroke weight (as a truly contrasting font), and it might be that the font size on the thin sans-serif has a total x-height of the base-to-ascenders in your slab serif. If you had one font size I'm not sure if that would help or not. The brackets are awkward too, I'd make them a light gray if you're going to keep the thin font just on the basis of it looks like a completely different colour when so thick by comparison.

there's the seed of a good concept here, one that takes the brand beyond just the logo. but i think you still have a number of issues to resolve.

there needs to be some separation between "gett" and "a". you really lose that the name is "alot" and it looks like the name is "lot" with that branding.

having the needa getta gotta have the same X height as the cap height in the logo, even with the lighter weight, makes it feel a little awkward in relationship to the rest of the logo.

and i see where you were going with LoT (i presume "of" in lower case like it was sentence case), the balance is off in the acronym with that font.

last, if you're going to use the brackets, i think you need to work on some baseline shift with them. they hang a little low naturally when a font is designed, but to use them in a logo, i think you need to do a little manual adjusting so they don't look like they're hanging.

originally (and we may go back to it) it was called [LoT] just "Life on Time"

but it got really clumsy when written into a narrative. so we added the a onto the front.
and it seemed to work with the getta needa gotta silliness...

as afar as the mark itself. i did play with shifting the baseline of the brackets. but when its more centered it gets VERY static. so i just left them hanging. personally, i kind of liked the air anyway.

i may play a bit with the cap/x height of the words and repost...

"did you try just making the brackets taller so they wrap both the top and the bottom of the text relatively equally?

ha. no. but thats a good idea. i'll give it a shot...

Where's the black only version?

I'm a little torn on the art. G's ideas are all valid imo. Seems like it could work although I'm not sure the idea carries enough weight for branding. Know what I'm saying? It's not simple enough to be one of those "wish I thought of that" ideas - and not unique enough to stand out in an advertisement. Needs something - that little bit of oomph.

But - as always - that's jmho.

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G - I have the same hang-up on brackets and parentheses - always raise them up on any job where typography comes into play.

thoughts? i don't hate it...

I don't hate it either. What is the purpose of the brackets? Any other ideas? "Time" would seem to be the mother of all ideas. Then "life"... how grand is that? A clock with sperm sells for hands... just throwing that one out there... feel free to use it... or not...

the nature of brackets "content typically excluded"
so for people who need help timing things / scheduling their life. a "Life on Time" is something generally excluded from their experience.

maybe not the strongest basis for a name. but at least it's defendable... and will look cool on a hat ; )

Tons better with the bracket shift, it was the first thing I noticed at the top of this post. As far as the name itself, eh, I've heard worse. At least you've got a clever marketing gimmick to justify it.

Lastly, I doubt I'm the only confirmed nerd here, but did anyone else see this "[LoT]" and automatically think LoTR, as in the common abbreviation for Lord of the Rings?

hey, if i can get some marketing mileage out of association with LoTR, so be it - ; )

thanks gang. this one definitely got better with input.