Conquesta - Logo Critique

i like the logo, in general, but i think there are a couple of issues.

first, the color chosen defeats a lot of the goals you set. it's not a very strong color. it's the opposite of bold and assertive. it's a very passive color. it is also a very pale color, which makes it harder to read the smaller it gets. especially the words financial planning in the lightweight face.

second, the lightweight face for financial planning really fades out there and doesn't work very well. i'm w/jhouse on the small caps, not generally a fan, but not specifically a fan in this case, either. it doesn't seem to add anything and i think you'd be better off w/it in all caps.

third, the strokes in the logomark may be too fine (and that one small piece of the top of the mark is probably too small). if you reduce this at all, you'll find those lines disappearing.

again, overall i like the look of the logomark and the company name, but the color is off and you have some technical issues to deal with.

The thin white lines in the helmet will need to be expanded about 3x's their current size, which will require a rethink of the mark. Also, the perspective of the helmet is off. Altogether, good first show.

I think your Roman helmet mark coincides just a little too closely with "Conquesta" to be strikingly original. The warped perspective you've given it -- How many vanishing points? I lost count! -- might rescue it from being criticism.

The small caps for "financial planning" is a little tired and in the case of this client, whom you wish to portray in an aggressively powerful way, they just shriek ladylike calling cards or something like that. If the company appeals to "old money," though, that might be just what you want.

Your colors don't say opulent wealth and prosperity to me. You're trying to suggest gold with mere beige, and without any depth to project a sense of massive power. I don't suggest you start throwing in bevels and drop shadows -- heaven forfend! -- but I do think there is a neutral sameness to this logo that fights your stated purpose.

I unabashedly LOVE this design. Can you do it in black and white? I always harp on this, but you really need to see a logo in black and white to know it's going to work across different media. Imagine it on a dark background (white). Imagine it on a white back ground (Black).

Great work!

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Natobasso
dirtandrust.com
"Powerpoint is not a design application"

Thank you all for your comments I personally felt the logo was very good, however you guys have highlighted very valuable points which I would definitely take into consideration.

I will post an updated version or different version…and some black and white ones as well.

I really like the execution of this. It's stylish, corporate, yet trendy at the same time. Personally I don't love the color, but it complements the logo well.